Successful marketing – like accounting – is all about numbers as it takes X number of leads to become Y number of prospects that can be turned into Z number of sales.
Human nature, being what it is, encourages sales professionals to grab the easiest leads entering the sales funnel first and nurture them through the sales journey to get their numbers up. But sooner or later, the odds turn against them and it becomes harder and harder to find easy-to-convert leads.
Desperate to keep the funnel full, marketing teams often turn to techniques of last resort and least efficiency, such as cold-calling. As marketing falters, so do sales and revenue.
What’s missing is a go-to-market (GTM) strategy – a strategic roadmap that lays out a route to more successful sales. A GTM strategy is NOT a business plan. Think of as a more tactical supplement that focuses specifically on prospects, your services, and how you’re going to sell them.
An effective GTM spells out what you’re selling and to whom. It defines your competitive advantage and how you’re going to set your brand apart from the rest of the pack.
Developing a successful GTM strategy for an accounting firm doesn’t have to be complicated. In fact, there are just four core elements that form its foundation:
1. Determine Your Target Market
2. Establish Your Target Client Profile
3. Narrow Your Target Client Focus
4. Research Your Target Client’s Wants and Needs