Key Crossing

Enter Markets with Confidence

In these uncertain economic times, large companies are justifiably cautious about committing resources to expand into new industry sectors, geographic markets, or customer segments. But they realize that doing "more of the same" will only result in sub-par growth and yield markets to aggressive global competitors. How can a large enterprise go-to-market (GTM) smartly?

For a small or mid-sized company, growth opportunities may be everywhere, but with limited field experience in new sectors/geographies, a poor move could set the company back for years. How can a company concentrate its resources and go-to-market with minimal risk?

By building and executing a SmartGTM strategy.

SmartGTM is a strategic mindset and approach based on our 20+ years of entering new geographic regions, new customer segments, and new industry sectors. It is a field-tested, practical approach to systematically building a market entry plan on limited resources with pivot points to adjust tactics. SmartGTM consists of five critical elements:

Keen Market Insight
A sober and thorough understanding of the marketspace is critical. Key Crossing can help your company gain invaluable market and customer insights. Our approach is structured and facts-based, but avoids the typical "analysis paralysis" that bogs down many market and customer research efforts. We focus on simply making sure that the right product/service offering aims at the right market segment and hits the right buyer.

Competitive Product Offering
Technologies and customer usage patterns are undergoing ever faster change. It is critically important to evaluate the company's product/service offering and ensure that it fits with customer needs in the targeted market/region. For example, a product's price may be important to one customer segment, but 24x7 support may be far more critical to another segment. Key Crossing helps clients sharpen their product or service offering through a structured evaluation process.

Agile Marketing
An agile marketing program that generates high quality leads for sales/channels is critical to the market entry effort. Yet many marketing programs are built based on existing markets/segments, and are not optimized for the new market. Key Crossing helps clients build and execute agile marketing programs that drive revenue goals.

Sharp Sales & Engaged Channels
A well-aligned, trained and motivated sales/channel force can be the difference between new market success or failure. Key Crossing works with clients to quickly build the sales pipeline and the team's capabilities. In addition, Key Crossing can help build a robust channel program including partner qualification, training, incentives, and leads management.

Flawless Market Entry
A well-timed, flawlessly executed market entry program can drive sales momentum and entice additional channel partners. Key Crossing consultants have led many new product launches and entered new geographic/customer segments.

Key Crossing can assist your company in some or all of the above components depending on the specific circumstances and needs. For example, a new product launch in a new country to a new customer type may require a comprehensive GTM strategy/implementation support. In contrast, a new product launch in the home market may require more limited support.