Market strategy

Welcoming new member Andre Martinelli

Umbrex is pleased to welcome Andre Martinelli.  André has spent his career helping companies and people grow.  Prior to starting his consulting practice, André was a Director, Go-to-Market for Vista Consulting Group (VCG), the operations arm of Vista Equity Partners. Before that, André was a Managing Director at Blue Ridge Partners, a management consulting firm exclusively focused on helping companies accelerate profitable revenue growth. In both roles, André worked with portfolio company CEOs and Chief Revenue Officers to develop go-to-market strategies, build sales organizations, and implement processes and tools to deliver consistent, profitable growth. He began his career at McKinsey, where he returned after business school.

He lives in Michigan with his wife and two young children, and enjoys attending University of Michigan football and basketball games and heading “Up North.” Andre is interested in B2B sales effectiveness and go-to-market strategy projects, particularly for PE-sponsored companies in the Midwest.

Shifting Plans when Plans Shift

 

Robbie Kellman Baxter shares her experience of launching a book during the COVID-19 virus and explains what you can do to rethink plans that have been disrupted. 

This article is based on some of the ideas that came up last week in my LinkedIn Live Session. I’m a beta tester for this new feature, which allows for a more direct, realtime and raw connection with the community. I’ll be LIVE every Friday at Noon Pacific. If you follow me on LinkedIn, you’ll be automatically notified. I’d love it if you join me!

Did you have a launch planned for this spring that went awry. A conference that was canceled, a project put on hold, or a new product that was scaled down? Or maybe, like me, you had written a book that was scheduled for spring of 2020 release?

 

Points covered in this article include:

  • Rethinking tactics
  • Taking care of stockholders
  • Reassessing the goal
  • Finding support

 

Read the full article, Launching in a Crisis, on LinkedIn.

 

How to Improve Your Go-to-Market Strategy

February 3, 2020

 

Sean McCoy idenfities three common denominators behind unsuccessful commercialization efforts.

After your Go-to-Market (GtM) strategy is designed and the planning is complete, it is time to move into execution. Implementation is when a strategy finally impacts the bottom line, which is why it is so vital to get the implementation right. Because Go-to-Market strategies are among the more transformational and comprehensive changes at a company, their execution is more complex, nuanced, and impactful, further increasing the stakes in implementation.

There are three major questions to answer when implementing a commercialization strategy: What is the governance? What is the rhythm? When do you scale? When companies answer these questions well, their GtM implementations are more successful. When they pass over these questions or answer them inadequately, their GtM implementations are more likely to fail.

 

Points covered in this article include:

  • Governance & accountability
  • The scaling model
  • The cadence of activities

 

Read the full article, 3 Success Factors to Operationalize Your Go-to-Market Strategy, on the McCoy Consulting Group website.