Organizations often face critical go-to-market decisions when entering geographic markets or targeting new customer segments. Key Crossing brings industry knowledge and functional expertise to help clients develop winning strategies. Depending on the client need, Key Crossing can build a complete go-to-market strategy and implementation plan that includes all of the below activities or assist with specific elements.

Company/Business Unit Strategy

• Defining and crystallizing the business objectives and goals
• Assessing risk factors and entry barriers
• Designing the optimal organizational structures
• Identifying skills & knowledge gaps that must be filled for success
• Providing private counsel and coaching to the management team

Customer Segmentation and Insights

• Segmenting target customers (e.g., by industry sector, by geography, and/or by type)
• Analyzing and sizing the available market
• Evaluating the target customer’s pain points and buying process
• Documenting the buying cycle and timing

Product Localization

• Researching the product fit with customer pain points
• Refining the product/solution offering (e.g., pricing, features, bundling)
• Support strategy

Sales/Channel Strategy

• Building the sales and channel GTM map
• Developing sales structures (direct or channel, transactional or consultative, inside or field)
• Building the sales/channel resource model

Marketing Strategy

• Developing value proposition and core messaging
• Building the branding and awareness plan
• Designing lead generation programs to build the sales pipeline

Key Crossing can also support strategy implementation by working closely with the client sales, marketing and product teams. Our consultants have the operational and functional experience to work side-by-side with the client team and help accelerate the go-to-market plan.

Sales/Channel Implementation

• Enabling the sales team with product/message training
• Creating a closed loop cycle between sales & channels
• Developing sales tools/collateral to compress cycles
• Building channel programs, tiers, and incentives
• Selecting and developing partners
• Training and enabling partners
• Creating a partner ecosystem beyond the transactional sale

Marketing Execution

• Virtual CMO (vCMO) support
• Creating Sales/Channel onboarding kits
• Building a sales pipeline through integrated lead generation programs
• Creating messaging platforms for key audiences
• Writing print/online content to build credibility
• Conducting market research, customer advisory councils
• Building proof-of-concepts/demos
• Creating brand awareness through PR/AR and public speaking

Key Crossing Directors have 20+ years of operating experience in technology and B2B companies ranging from start-ups to the Fortune 500. Our consultants have 15-20 years functional experience in sales, marketing, channels, business development, and product management. We bring those deep industry experiences and functional skills to help solve our client’s toughest go-to-market challenges.