The Customer Has

Escaped
Traditional go-to market strategies dont work.
Time for a fresh look at how shoppers really behave

 Previous customer - Ineffective way of shopping

Trends change -

Searching for Cheaper channel

Results Company left with Stranded product

Rethinking the core logic of go-to-market strategy
Channel Design Traditional channel strategies
market segmentation by
demographic characteristics

 Merrill Lynch & other money managers

Demographic
Characteristics

Younger
Custom
er

Technoliterate
Custome
r

Older
Customer

High-net
worth
Customer

The unfettered customer

The customers have become detached from the channels that used
to claim them.

They have become more adversarial shoppers.

Customers have become more sophisticated about how companies
market to them , theyve become more strategic.

Customers are better equipped with information and technology to

make advantageous decisions.

Generic buying process.

1.The potential buyers gain awareness of the product or service and
recognize a need for it.

2.The second stage is consideration where the buyer seeks information

about the various available alternatives.

3.The buyers evaluate the alternatives and arrive at a preference.

4.They decide where and how to purchase.
5.Finally the customer decides whether any post sale service will be required
and whether the seller deserves a repeat purchase.

A new logic for channel

strategy
Demographics no longer tell you how people
buy

Aggregate buyer behaviour needs to be

analysed

Use standard marketing research tools

Building new pathways

The purpose of go-to-market strategy

must be
to guide customers through the pathways you
prefer.

Provide links between the activities along the

pathways.

Open Go To Market:

Customers Freedom of Choice

Customers pick and choose freely from the add ons

Customers act as their own general contractors

Unbundling your companys offerings

Example-

Captive Market

Strong Incentives

No-choice but to use designated pathways

Bundles together the activities in the buying

process

Example

Four factors having influence

on open or captive market
system

Level of product and service

integration
Assortment requirements

Product availability

Product Quality assurance

This isnt just about the

internet

MAKING IT WORK
CROSS
A SHARED

CXHANNEL

UNDERSTANDI

PERFORMANCE

NG

METRICS

NEW
MANAGEMENT
INFORMATIO
N

D
E
T
E
TARG
N
O
I
T
A
C
U
D
E
AND
G
N
I
N
LEAR

Wisdom from across the

channel
Never get between a dog and his favorite

lamppost.
Always keep an in with the outs-because you
never know when they'll be in again.
The art of statesmanship is to foresee the
inevitable and to expedite its occurance.

Thank You!!!