Go-to-market - Publications - Faculty & Research

15 Nov 2010
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Connecting Goals and Go-To-Market Initiatives

13 Jul 2023
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How to Develop A Go-to-Market Strategy for Your Tech Venture

08 Sep 2014
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The Strategic Way To Hire a Sales Team

23 Feb 2022
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More-Experienced Entrepreneurs Have Bigger Deadline Problems

11 Jan 2022
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Sales Management That Works with Frank Cespedes

02 Nov 2023
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Seeding Startups

Shirish Nadkarni (MBA 1987) was the director of product planning for Microsoft’s MSN when he decided he was ready to become an entrepreneur. He had recently led the growing internet portal’s 1997 acquisition of Hotmail, the first free, web-based email solution, and the... View Details

Keywords: April White

18 May 2023
News

India's New Money Managers

experiences came together for Gupta. A project for her business strategy class asked her to select a business and create a go-to-market strategy for it. Gupta and her team presented an investment platform for women called LXME (named for... View Details

Keywords: Maureen Harmon

20 Jan 2023
News

Free Spirits

concept over Summer Rock Fellowships, so by their second year, Royle and Wood were stealing every spare moment to focus on go-to-market strategy, raising almost $600,000 in seed funding and finalizing product development. Wood and Royle... View Details

Keywords: Jen McFarland Flint; Food Services and Drinking Places; Hospitality

01 Sep 2017
News

Case Study: Confidence Builder

enrolled in US colleges and universities. The Question: Confi’s online health resource is marketed directly to students, but the go-to-market strategy for its sexual assault prevention program is less clear. How can Confi break into the... View Details

Keywords: April White; Confi; Colleges, Universities, and Professional Schools; Educational Services

07 May 2025
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Scaling New Heights

Brianna Brown, chief product officer at City Fresh Foods in Boston. (Photo/video credit: Susan Young) City Fresh Foods has long served nutritious meals to students, seniors, and daycare centers in Greater Boston’s under-resourced communities. But when the company saw... View Details

Keywords: Jennifer Gillespie

01 Sep 2006
News

Faculty Books

Transforming Your Go-to-Market Strategy by V. Kasturi Rangan with Marie Bell (HBS Press) Most distribution channels are outdated and unwieldy, serving neither customers nor channel partners adequately. This book shows how members of... View Details

Keywords: Business Schools & Computer & Management Training; Educational Services

01 Dec 2018
News

Preparing Our Students for a Changing World

go-to-market projects in sectors ranging from social impact venture capital to artificial intelligence. “Having the chance to deepen my learning in such a hotbed of technological innovation, all while engaging with a dynamic country and... View Details

29 Aug 2024
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A Kick Start for Latin American Startups

When Monica Saggioro Leal (MBA 2018) and her business partner, Lara Lemann, started MAYA Capital, a tech-focused, Brazilian VC firm launched in 2018, they wanted to take a hands-on approach with their startup investments in their first 12 months. They wanted to support... View Details

07 Sep 2021
News

September 2021 Alumni Books

Victoria Crittenden (DBA 1989) and William Crittenden Business Expert Press Direct selling is not an industry, per se, nor is it merely a go-to-market business model or channel to reach consumers. It is bigger than any of that: Direct... View Details

Keywords: Margie Kelley

01 Jun 2024
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Case Study: Ready for an Upgrade

Illustration by Alvaro Dominguez The Los Angeles–based startup Stell was borne of a pain point almost as old as recorded history itself: paperwork. One of Stell’s cofounders, Malory McLemore (MBA 2022), had landed a job as an engineer at Airbus after earning a... View Details

Keywords: Jen McFarland Flint; Computer Systems Design and Related Services; Professional Services

01 Dec 2022
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Case Study: Your Call Is Important to Us

map and messy go-to-market motion. At the same time, zeroing in on a single market too early can mean missing the most durable and compelling long-term segment. My guidance is to follow Sutton’s law: “I rob banks because that’s where the... View Details

Keywords: Computer Systems Design and Related Services; Professional Services

08 Sep 2016
News

How We Make It Work

been able to keep my ego intact by reminding myself that I’ve come closer to being the kind of wife, mom, friend, neighbor, and citizen I want to be by working part-time—and the daily circus is just a bit more manageable.” —Anne Ristau (MBA 2005), sr. director, View Details

13 Jul 2020
News

The First Five Years: Meaghan Fitzgerald (MBA 2016)

teams think about their target audience, core user benefits, and which features to build to deliver real value to users—to work that looks more like content programming, where we inform what content we should bring to the platform; to more traditional View Details

Publications