I worked with Dave Lemont during his time as CEO of AppIQ from introducing him to the founders, right up to their very successful exit. I observed a strong leader, with clear experience of what it takes to be CEO. Dave’s particular strengths lie in the sales and marketing area. He understands and develops unique and successful go to market strategies. He has strong knowledge/experience of direct sales and sales channels. He was able to integrate all the go to market pieces in a highly effective manner. I also witnessed Dave guiding executive teams through difficult choices. I can strongly recommend Dave as an advisor to young companies looking for help with their go-to-market strategies.

 

Overview

Even the most experienced entrepreneur is likely to need help or at least a sounding board to determine the optimum integrated go to market (GTM) model for the business. The initial GTM business decisions, along with the company’s selection for the product’s core set of differentiators and early technology architecture choices will likely determine success or failure for the early stage company.

For each study, Lemont Consulting will systematically evaluate each viable strategic option. The following factors will be researched and analyzed prior to making a joint recommendation with the management team.

• Competitive business models
• Target customer buying practices
• Budgets, buying cycles, buying roles
• External environmental risk factors
• Regulatory issues, foreign competition, general economic conditions, etc
• Opinions of key stakeholders
• management team, founders, Board, advisors, industry analysts
• Detailed business modeling
• Company access to capital

Often a staged implementation might be recommended. It may not be advisable to immediately transition into a an entirely new business model. Changes may be needed in the product and additional  or a different set of resources may be needed to implement the program. In each case the deliverable will be an implementation plan focused on the next 90 days with a recommendation for a detailed business plan and measurement system to assess on-going progress.

Integrated Go To-Market Implementation Plan

Goal

Develop a joint plan with the management team and board that completely integrates the four “Go to Market” components of business model, sales channel strategy, marketing programs and service delivery methodology.

Deliverables

• Detailed plan that defines each aspect of the four studies listed below in greater detail
• Initial three year business plan jointly developed with the CFO and CEO
• 90 day action plan
• Set of metrics and checkpoints and risks to assess progress

 

Business Model Assessment and Strategy

Goal

Develop a joint recommendation with the management team on the specific business model to implement. Recommendations can range from enterprise license, community licensing, subscription, and full on demand approaches.

Deliverables

• Detailed plan that defines the program
• Initial business plan jointly developed with the CFO and CEO
• Considerations for other go to market components (sales channels, marketing programs, service delivery)
• 90 day action plan
• Set of metrics and checkpoint and risks to assess progress

 

Sales Channel Assessment and Strategy

Goal

Develop a joint recommendation with the management team on the specific sales channel strategy and sales process. Recommendations can range from direct sales, var channels, system integration partnering, OEM, telesales, web sales, or a hybrid of several approaches.

Deliverables

• Detailed plan that defines the channel model, sales process, selling methodology, sales/channel training plan, and forecasting methodology.
• Job descriptions of key resources needed to drive the programs
• Considerations for other go to market components (business model, marketing programs, service delivery)
• 90 day action plan
• Set of goals and targets for the program and key people in the sales organization
• Set of metrics and checkpoints and risks to assess progress

 

Marketing Program Assessment and Strategy

Goal

Develop a joint recommendation with the management team on the specific marketing program to implement. All to often, companies try to be a little bit of everything - never picking the right focus that will properly match the business model and channel strategy. Recommendations can range from community marketing, one-to-one marketing with potential customers, focus on sales tool development, focus on analyst community, public relations, and a combination with specific areas of focus.

Deliverables

• Detailed plan that defines the complete outbound marketing program (branding, lead generation, public relations, analyst relations, advertising, sales tool development, etc.)
• How it specifically compliments the the go to market strategy of the company
• Two year budget for marketing staffing and programs driven from the company’s sales staffing and business plan
• Considerations for other go-to-market components (business model, sales channels, marketing programs)
• 90 day action plan
• Set of metrics, checkpoints and risks to assess progress

 

Service Delivery Assessment and Strategy

Goal

Develop a joint recommendation with the management team on the specific service delivery methodology that will guarantee early customer success and speed new and repeat license sales. Recommendations can range from partner enablement, P&L based implementation consulting, support services to drive software revenue, call center support, or web-based self service models.

Deliverables

• Detailed plan that defines the mission and implementation of the program
• Two year staffing plan for the team
• Considerations for other go to market components (business model, sales channels, marketing programs, service delivery)
• 90 day action plan
• Set of metrics, checkpoints and risks to assess progress