Discover the essential strategies for building a world-class go-to-market and sales function in this comprehensive 55-minute bootcamp video from a16z. Learn how to develop a robust sales strategy, evolve organizational structure, and capture market share for startup growth and profitability. Explore the evolution of bottom-up, top-down, and hybrid sales organizations, and gain insights into assessing product-market fit, understanding buyer concerns, and designing effective sales processes. Master the art of persuasion, value alignment, and crafting unique value propositions while developing critical skills in opportunity management, account planning, and competitive positioning. Delve into techniques for technical validation, ROI analysis, proposal creation, and negotiation to accelerate your startup's time to market and build a formidable sales and marketing operation.
Overview
Syllabus
ANDREESSEN HOROWITZ
a16z Go-To-Market Boot Camp
Evolution of a Bottom Up Organization
Evolution of a Top Down Organization
Evolution of a Hybrid Organization
Assessing Your Product and GTM Strategy
Put Yourself in Your Buyer's Shoes
Buyer Concerns Change Over Time
Layer Your Sales Process Accordingly
Your Three Lenses
Your Sales Process is a Team Sport
Process Design Tool
The Art of Persuasion
Value Alignment
Corporate Objectives
Business Strategies
Develop the Value Framework
Initiatives
Critical Capabilities
Solution Set
Template: Build a Discovery Tool
Add Account Information
Summarize the Opportunity
Craft a Deal Strategy
Three Audiences
Creating the "Unique" Value Proposition
Example: Make a Unique Value Decomposition
Value Statements
Gather Customer Case Studies
Opportunity Management & Account Planning
Economic Landscape
Political Landscape
Example Strategy for Startup Competitor
Example Strategy for Incumbent Competitor
Example Strategy for Multiple Competitors
Operational Landscape
Types of Technical Validation Events
Positioning During Validation
Set Traps or Step in Them
Define/Influence the Buying Criteria
Secrets for Success
Create ROI/POV
Understand Your Deliverables
Create Confidence
ROI and Business Case Outcomes
Example: Summary of ROI Analysis
Components of a Proposal
Pre-Sell Your Proposal: Use Three-Option Finesse
Deal Review Process
Sales Process Architecture: One Page Template
Basic Tool Architecture
Negotiate and Close
Develop and Deploy
Self Evaluation: Field Sales
Taught by
a16z
