Go to Market Strategy | Salesforce US

Mary, a company founder, is working on launching her new product to the market. Mary has created an innovative solution that automates data entry for companies with high volumes of customer information to manage. Her soft launch was a success, and she’s ready to sell.

To make sure she’s bringing in the right prospects, Mary develops a buyer persona based on conversations with her current customers and conducting market research. After a few weeks, she lands on the target buyer: mid-sized retailers that take a lot of customer orders online and by phone. The problem: The only other software providers on the market are too expensive for mid-sized companies, and their solutions take too long to get up and running.

With this as a guide, Mary decides on key messaging:

  • Spending your weekend entering customer orders (only to ship them too late)?
  • Automate your data entry to reclaim your weekends and keep customers happy.

Mary also knows from customer conversations that she needs a sales team to engage with prospects — it’s a long-term investment for her customers, so they need to see demos before they commit. So she hires 10 sales reps to start conducting outreach and connecting with prospective customers.

Within a few weeks, the team has scheduled demos and is having in-person meetings. She even lands some initial clients, who find the software easy to set up out of the box and affordable for their budgets. Most of them are impressed with how it works, but there’s a problem: People say they need more app integrations to make data management easier.

That’s excellent feedback, so Mary takes it to her team. After some investigation, they land on the top-10 most requested apps to start. As customers start using Mary’s software with the app integrations, they see time savings for their teams. Because they don’t have to spend time entering customer data manually, they can also save on headcount and ensure customer orders are shipped promptly. Within a few months, Mary sees a 40% increase in sales, with many customers saying they’ll write positive product reviews and refer their friends.

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