A targeted approach to Go-To-Market (GTM) strategy for a leading provider of HR software solutions
EngageWith, owned by Springworks, is an employee engagement software purpose-built for Slack and Microsoft Teams. It is a comprehensive platform that simplifies the rewards and recognition programs for employees, allowing staff members to acknowledge and celebrate the contributions of their colleagues. The platform is used across all levels of the organization and enables the HR team to track employee performance in a transparent manner.
The client wanted to take their product to the US market and initially contacted Leadle to execute an appointment-setting campaign for their Ideal Customer Profile (ICP). The Leadle team was skeptical about this because doing lead generation without a strategic GTM exercise often results in stalled outcomes. So, it was recommended that if the Appointment setting campaign did not deliver outcomes in 45 Days, the approach would be shifted to a GTM campaign. This is exactly how things played out, so the Springworks team, in collaboration with Leadle, opted to alter their approach and conduct a thorough Go-To-Market analysis.
The Leadle team shifted their strategy towards a highly focused Go-To-Market (GTM) approach, with the objective of comprehending the existing market landscape and identifying the Product-Market Fit (PMF).
The GTM campaign was built upon a set of initial assumptions, which were subsequently validated through interviews with potential customers and competitors. Leadle's Sales Development Representatives (SDR) arranged exploratory and discovery meetings with prospects to pinpoint the most effective channels for product development and sales.
The GTM strategy framework encompassed the following key elements:
The GTM campaign spanned five months and culminated in a comprehensive assessment of the target market and the identification of optimal engagement channels. The ICP was further segmented based on various parameters such as company size, revenue, and industry. The GTM strategy also outlined plans for future outbound methods to be adopted. Interestingly, both the ICP and product positioning that resonated with the audience was significantly different from the original assumptions.
Ultimately, the client received a holistic perspective of the market, along with a detailed analysis of various approaches to engage with their target ICP.