Navigating Success: The Importance of a Go-to-Market Strategic Review Strategy for Your Next Launch
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As busy professionals embark on their journey to success, you'll encounter smooth sailing and unexpected bumps. Innovation leaders must recognize the need for continuous improvement and anticipate potential pitfalls.
This blog will explore the significance of incorporating a go-to-market strategic review strategy. Our framework will enable you to steer your projects toward triumph while building a cohesive and resilient team.
A story from Andrew - Launching the Ontario Energy Support Program.
Back in the day, when I was working as an Implementation Lead for ICF Next, we won an RFP to implement Ontario Energy Support Program. This groundbreaking initiative launched an energy credit application process for lower-income homes. The OESP reduces the cost of applicants' household electricity with a monthly credit on their electricity bill.
To give you an idea of the scale of this rollout, our team managed key-stakeholder relationships with the following:
Ontario Energy Board
Canadian Revenue Services
Independent Electricity System Operator
IBM
Over 70 utilities
More than 100 social agencies.
It was daunting, but we knew it was crucial to make this program a success. Over six months, we worked tirelessly to make this vision a reality. Our main accomplishments were:
Develop a digital application portal to allow applicants to access the energy credit program.
Launch a call centre to support the application if they need help.
Set up a CRM system using Salesforce Marketing Cloud to manage applicants' communication.
Integrate an income validation system via the Canadian Revenue Agency (CRA) into the portal.
Set up a financial settlement mechanism with the Independent Electricity System Operator (IESO) to compensate social agencies for assisting applicants without internet access.
As the team lead, I understood that a successful launch hinged on careful planning, strategic thinking, and meticulous execution. To achieve this, we leveraged a monthly Go-to-Market Strategic Review Strategy to guide us through the process.
We discovered many risks, and we were able to avoid delays within the program launch. For example, during a review, we identified that the copy we'd written for the applicant was too complicated. We had written communication for business professionals when our audience was lower-income individuals, new immigrants, and the elderly. We tested our communication plan to validate our approach. We found that many people had difficulty understanding the instructions. We simplified the communication plan before launch and avoided a potentially pitiful implementation.
Our hard work and dedication paid off significantly. We were thrilled to witness an incredible response to this first-of-its-kind program in Canada. In the first year alone, the program's website recorded an impressive 762,559 sessions, with 468,275 users exploring 4,498,779 page views. Remarkably, we achieved 100% uptime and an average page load time of less than 5 seconds, ensuring a smooth and user-friendly experience for everyone involved.
It was a rewarding experience to be a part of such an impactful project, and I am proud to have contributed to the success of the Ontario Energy Program. This project showcased the power of digital transformation and effective Go-to-Market planning.
Scanning the Horizon: Prioritizing Candid Reflection and Preparation
Great leaders understand the importance of devoting time to their teams for horizon scanning. This is an opportunity to assess potential challenges and obstacles that lie ahead. By reflecting on your current experiences, you can proactively identify and combat potential hurdles. This practice helps cultivate a forward-thinking mindset. Best of all, you will stay one step ahead of the competition and navigate your project toward success.
Planning for a significant milestone debrief is crucial for completing a sprint or product launch. Our framework allows your team to engage in candid, spirited dialogue. This helps foster a physiologically safe environment where individuals can voice their thoughts and concerns. By encouraging open communication, you empower your team to identify improvement areas. This collective feedback is invaluable, enabling you to refine your strategies and ensure your project is on the right course.
"What Will Guide Our Ship?" Activity: Steadfastly Steering Towards Success
One effective technique to facilitate constructive discussions within your team is the "What will guide our ship?" activity. This affinity-style team exercise will help your team have candid, spirited dialogue. The framework is designed to give participants the confidence to speak up when something needs to change or improve.
The activity "what will guide our ship" is an affinity-style team activity. By facilitating this constructive discussion, teams can:
Better position themselves to capitalize on what drives them forward.
Intercept challenges and barriers that could negatively impact the project
Improve the project's result and user experience.
Build trust as a team.
What will guide our ship? Identify the good, then deconstruct risks.
"What will guide our ship?" is an exercise that metaphorically uses a crew and their ship for a team and its project. We recommend this for small groups of 4-8 people. Elements like anchors and compasses help teams think critically about potential risks and barriers to projects ahead of significant milestones.
Crew: The ship represents the initiative, and the team is the crew.
Compass: What a team relies on for navigation and what keeps them on track.
Icebergs: Critical challenges that throw a project off course and risk sinking the ship.
Wake: Things left behind; lessons from past successes and failures.
Wind: What powers the ship forward and motivates the crew.
Anchors: Things that are weighing you down or holding you back.
designACE Strategic Planner & Workbook
Are you looking for a way to have productive discussions with your team and stakeholders about your go-to-market strategy? Look no further! We have a helpful guide that will assist you in leading a collaborative session for launch readiness, retrospectives, and team alignment.
With high-quality templates and expert scripts, you'll be able to facilitate like a pro and mitigate any potential risks.
Capitalize on Driving Factors
This activity prompts your team to critically assess and articulate the key factors that drive them forward. By identifying and aligning with these motivating forces, your team will be better positioned to achieve their objectives and maximize their potential.
Intercepting Challenges and Barriers
Your team can address obstacles that impede project progress by discussing potential risks. This preemptive approach allows you to devise mitigation strategies, ensuring smooth sailing.
Enhancing Results and User Experience
This activity gives teams a holistic perspective of the project's goals, potential challenges, and desired outcomes. This comprehensive understanding empowers you to make informed decisions. You can create an enhanced user experience and improve your project results.
Building Trust and Cohesion
By sharing individual perspectives, your team can develop a sense of mutual understanding. This foundation of trust is vital for overcoming obstacles and achieving long-term success.
Conclusion
To navigate the ever-changing innovation landscape, busy professionals must embrace a go-to-market strategic review before their next launch. By allocating time for horizon scanning, fostering candid dialogue, and engaging in the "What will guide our ship?" activity, you can position your team for success.
Embodying the qualities of a visionary leader, you will empower your team to identify challenges, leverage driving factors, and ultimately steer your project toward triumph.
Remember, it's not just about the destination but also the journey that shapes you into a true industry leader.
