Unleashing Potential: Crafting a Cutting-Edge Go-to-Market Strategy powered by Salesforce Artificial Intelligence

Creating a go-to-market (GTM) strategy is critical for any organisation intending to introduce new products, enter new markets, or reposition existing service offerings. The task can seem daunting, but by leveraging Artificial Intelligence (AI) to support your plan, GTM Managers can significantly enhance and accelerate the process through deeper insights and more accurate predictions.

A successful GTM strategy is data-driven, highly targeted and encompasses internal and external stakeholders. Here are some suggestions to help GTM Managers get started and how AI can assist during the planning process.

1. Define Your Target Market

The foundation of a successful GTM strategy is a deep understanding of your target market. AI can help analyse vast amounts of data using natural language prompts to identify patterns that might not be visible through traditional marketing or business intelligence methods.

GTM Managers can utilise AI features within the Salesforce Marketing Cloud to assist with segmentation, the creation of customer personas and more precise campaign targeting. Customer personas enhanced through AI can include predictive insights about purchasing behaviors, which allow for a more targeted marketing and direct sales approach.

2. Identify Your Unique Value Proposition

Discovering what makes your product or services unique in a competitive marketplace isn’t easy and your value proposition shouldn’t be driven by sales only data.

The AI features within Salesforce Service Cloud, can assist organisations with analysing customer feedback and scoring, case issue and resolution predictions and post sale trends.

AI can also help organisations pinpoint their distinct competitive advantage by providing insights driven by natural language processing prompts to help sift through customer reviews and sentiment analysis, helping GTM Managers refine their unique value proposition based upon real-time, actionable data. Imagine if your CRM could predict case issues and if a customer was likely to attrite to a competitor. A savvy GTM Manager would use these insights to tailor your product messaging and support offerings to compact this issue before it has any impact on the bottom line.

3. Develop Your Product Messaging

Once your value proposition has been established, optimising your product messaging to ensure it resonates with your target audience can help marketing communications or sales conversations have more impact. In a world where marketing budgets are stretched, and CMOs need to do more with less, each message you send is competing for time or real estate across multiple digital channels.

AI-driven content generation tools can help create personalised messaging at scale, and intelligent customer journeys can automatically adapt to the nuances of various customer segments and purchasing signals.

Using Salesforce Marketing Cloud, marketers can A/B test different messages across platforms and channels to see which performs best. This ongoing learning and feedback loop helps marketing teams refine and perfect yourcommunication, ensuring each message sent to your customer has maximum impact.

4. Choosing the Right Marketing Channels

When deciding on the most effective channel to reach your target audience, timely messages, sent on the customers preferred channel, at the right time, can be achieved with the assistance of AI powered insights such as Send Time Optimisation or Optimal Send Frequency.

AI used within the Marketing Cloud can help predict which marketing channels (e.g., social, email, digital ads or WhatsApp) are more likely to be engaged by your target audience.

Understand a customers preferred channel helps marketing teams optimise budgets by analysing performance data in real time and reallocating resources or pathways on intelligent customer journeys based upon the insights provided.

5. Goals Setting and KPIs

You can’t manage what you don’t measure and AI enhances the process of setting and tracking goals and KPIs, not justby measuring outcomes, but by helping predict them.

Predictive analytics can forecast future sales trends, customer engagement levels and market penetration, helping organisations set realistic targets and stretch goals. AI can also continuously monitor organisational performance against KPIs, providing real-time alerts if a sales target is due to be missed. Having this predictive insight allows GTM Managers and Organisational leadership to pivot their strategy in real-time to ensure the organisation is putting their best foot forward to ensure targets are met.

6. Planning Your Sales Strategy

AI can transform your sales strategy by providing your sales team with predictive insights about potential customer behaviours and preferences. Tools like predictive lead scoring help prioritise sales efforts based on which customers are more likely to purchase and when, while AI-enhanced CRM systems, such as Salesforce Sales Cloud, can suggest the best times to contact leads or offer personalised product recommendations, helping to significantly increase conversion on leads.

7. Launch and Monitor

Once you’ve deployed your GTM strategy, AI can closely monitor all launch activities across marketing, sales, customer service and business operations. Business Intelligence tools, such as Tableau, have embedded AI that can help analyse the initial customer reaction marketing tactics and predict the impact of your GTM strategy. This immediate feedback loop and analytics across all lines of business allow for rapid strategic adjustments to enhance the overall effectiveness and desired outcome of the GTM strategy.

8. Iterate and Optimise

Finally, AI’s capability to learn from data means your GTM strategy is ever-improving. Continual analysis of what strategies work (or don’t) are fed back into the system, allowing AI to recommend adjustments and even automate the testing of new approaches and customer journeys. Over time, this iterative process ensures your GTM strategy remains robust and responsive to market changes.

Incorporating AI into your GTM strategy not only enhances precision and efficiency but also gives your business a competitive edge through smarter, data-driven decisions. AI’s predictive power and real-time predictive insights are invaluable tools for navigating today’s competitive marketplace, helping organisations achieve sustained success.

Lesley Bell

EMEA Go-to-Market Manager

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