THE GO TO MARKET CANVAS
What is a GTM Canvas?
The GTM Canvas is a simple yet powerful tool and technique designed to:
- Interactively define your Market Taxonomy
- Product and Solution Offerings
- Direct and indirect channels to market
- Regional/Territory, Vertical and Horizontal Target Markets
- Assign target values by each route to market
- Assign target Marketing Spend by route to market
- Assign Sales Quotas by Account Executive, Region/Territory and Vertical
- Define Key Analytics for Performance Measurement
STEP 1
ACME Aviation Software
Here is how the Go-To-Market Canvas could be applied within a fictitious Aviation Software Company. In the Allocate Sales Targets section add one line of text at the start – The Annual Sales Target for ACME has been agreed at $20M.
We Sell
STEP 1
Define your Products
ACME have three distinct products – Passenger Relationship Management (PRM), Electronic Flight Folder (EFF) and Techlog for Maintenance Operations.
STEP 2
Aviation Industry encompasses a broad range of companies
Define your products
Define your Customers
ACME sell to four sectors – Commercial Airlines, Business Jets, Cargo Operators and Air/Sea Rescue. Some customers will purchase all products – others only require specific solutions.
STEP 3
Identify your Sales Channels
STEP 4
Allocate Sales Targets
The Annual Sales Target for ACME has been agreed at $20M.
75% of revenues will be through Direct Sales broken down by product. 60% of Direct Sales will be to Commercial Airlines with an equal allocation of 10% each across the other target markets. The 25% balance of the Revenue Target is distributed across the other Sales Channels until the full Sales Target is allocated. The Canvas can then generate the Sales Target breakdown by Product and Channel and be allocated across Territory, Sales Teams etc.
This provides the basis for the Sales Team KPI’s, Reporting and Target Allocation. It can also be used to identify key areas for Marketing Spend. The GTM Canvas can also incorporate a granular breakdown by Regions/Geographies and Sales Team/ Account Managers by using cascading canvasses.
