In a very true sense Digital Transformation changed the way enterprises think and do business and it made even a bigger impact on the solution and service providers and partners who serve those enterprises.
GoToMarket in DT world made a different meaning, covering people, capabilities and approach the way service partners wanted to be seen in the market. GTM in the world of DT expanded from just the marketing and demand generation function to full-fledged strategy that involved
- People from across the organization and functions
- Capabilities to be built and delivered
- Participation from the customer enterprises
In older times GTM were synonymous with FMCG industries, who defined the way the product was to be marketed, distributed and consumed, the very Philip Kotler way. It was a very top down approach where the product defined the GTM and the distribution followed the rules of the game. This was applied to all industries over a period of time and became the way organizations would design their GTM execution plan.
In DT world, the 360 approach of the entire value chain, their involvement and utilization for example is seen as a big difference now. No longer is just the product defining the GTM. The role and contribution of service partners to the success of product and platform has been the big change and the GTM is no longer the responsibility of just the OEM.
At Noventiq India, we too went through the same grind, but to the credit of entire team, we didn't have to go through lot of hardship, as the team quickly realized be it the
- Cloud Transformation
- Infrastructure Modernization
- Cloud Security or Vulnerability assessments
- Or even the new age business applications
The capabilities team @ Noventiq developed around the product and platforms (being offered), made strategic inputs and impact to the GTM initiatives. Not only were the customers seeing the impact, the principal and platform companies too took note of what we were bringing on the table and it made them an inclusive partner when it came to executing the GTM and strategies for success.
What worked to the success and in favor, was putting in a place strategy and a GTM plan that made relevance and contribution to the customers and enterprises DT journey, rather than the TOP down approach where by the product and solution capabilities defined the GTM strategy.
Lastly but the most important contributions were from the customer organization(s), who trusted in Noventiq team to come up with plan and solutions that would meet their needs of Digital Transformation, and they too became an integral part of our GTM strategy in the Digital Transformation World.
It's heartening to see the GTM being a 360 approach in a DT world, with absolute integration of Customer transformation need, Service capabilities from the services partners and last but not the least the principal vendor / products, all coming together with a common
Authored by: Atul Ahuja, VP Noventiq Asia, Linkedin