Core expertise · 04
Go-to-market (GTM) design
Design the coverage, roles, channels, and execution model required to win in distinct customer segments.
The business challenge
A single coverage model rarely serves different markets, buying processes, customer economics, and solution complexity equally well.
Leadership approach
- 01
Segment markets by need, potential, buying behavior, and cost to serve
- 02
Define coverage, account ownership, channels, and role clarity
- 03
Align compensation, capability, and performance measures to the model
Logistics approach
- 01
Understand the variables that shape the GTM, including service frequency, travel distances, drop size, order value, market coverage, out-of-stocks (OOS), shelf life, and other operating constraints
- 02
Evaluate alternatives such as inventory builds, alternative GTMs, forward inventory versus backroom inventory, shelf facings, OOS pockets, merchandiser deployment, and other operating choices
- 03
Model and simulate alternatives; execute, measure, learn, and iterate
Representative case
From product-centric to market-led
Redesigned go-to-market models in industrial technology and consumer products, including the shift from engineering-led product selling to customer-market ownership at JBT Marel and national route-to-market transformation at Coca-Cola.