One GTM Strategy Your Team and AI Agents Work From

Full transcript

Angus Robertson 00:01
I'm Angus, a fractional CMO. This is a go-to-market strategy that a company's team and its AI agents can both work from. Here's how one gets made.

00:11
One go-to-market strategy, 15 sections, a living document. Every customer-facing team and every agent works from the same source, so messaging stops drifting between the website, the deck, and the agent.

00:25
This is the go-to-market blueprint for Neil Marketing. Fifteen sections, from markets to the competitive landscape to positioning, including conversations to own and the go-to-market bets, which are your products, markets, and motions, and very importantly the why buy, why now, and why us. Then on to why switch, the proof section, the vision, mission, and values, the brand voice including the language guardrails, meaning what not to say, and the visual identity: your colors, fonts, and logos.

01:02
All of these come together through five inputs. The CEO strategy. Products and customers. Voice of customer, meaning what your customers are actually saying, from real calls with them. The competitive landscape. And visual identity. Most of these inputs are private data. It does include some public data, in the competitive landscape.

01:26
If we double-click into one of these inputs, the value canvas under products and customers, you can see that the team contributes to the key elements of product-market fit: customer jobs, customer pains, features, and pain relievers. The AI pre-populates sticky notes, the team adds their own, the ones in white, and then votes on the ones that matter most.

01:55
Looking at the competitor canvas, another input to the competitive landscape, the AI again pre-populates, or takes a guess at, the common competitive categories, for Neil Marketing, for example, fractional CMO firms, and the buying criteria, which include strategic expertise, execution capacity, affordability, and so on. The competitive categories get mapped to the buying criteria and rated high, medium, or low capability, which shows where the white space is as an input to the process.

02:35
Now we've gone through the five inputs, what's next is the pipeline. The first step is choosing markets. The application assembles the five inputs and recommends target market segments to focus on. Those segments can be selected and combined into two to three ICPs, ideal customer profiles. From there you choose the bets that matter for this business, the products, markets, and go-to-market motions; the personas; the market forces affecting buying criteria; the conversations to own, to engage personas at the top of the funnel; and vision, mission, and values. If you already have vision, mission, and values, they are pre-populated, and the AI can suggest how to improve them. All of this core information is available to edit and review before the final report generates.

03:46
Going back to the final report, you can see the data is trustworthy because it comes from those five inputs and is assembled at each stage with the judgment of a subject-matter expert, somebody like a fractional CMO.

04:05
Thanks for taking the time to watch this video. Please reach out if you're interested in learning more.