Go-to-market Strategy - Publications - Faculty & Research

15 Nov 2010
News

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

11 Jan 2022
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Sales Management That Works with Frank Cespedes

02 Nov 2023
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Seeding Startups

an inexpensive, 10-session crash course on the fundamentals of starting one’s own business, from ideation and fundraising to go-to-market strategy and sales. TiE Seattle’s Go Vertical Startup Creation... 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... View Details

Keywords: Maureen Harmon

01 Jun 2024
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Case Study: Ready for an Upgrade

go-to-market process has been a tad complicated. But by this point Stell has a solid foundation, having secured initial funding and landed a few customers. With their robust feedback, those customers have helped Stell hone its ideal... View Details

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

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Your Go-to-Market Strategy by V. Kasturi Rangan with Marie Bell (HBS Press) Most distribution channels are outdated and unwieldy, serving neither customers nor channel partners adequately.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

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

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

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.... View Details

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

07 Sep 2021
News

September 2021 Alumni Books

entrepreneurs is Mary Kay Ash, a legend as a glass-ceiling breaker and a woman who built a very successful business with a go-to-market strategy of direct selling. Unlike Mary Kay Ash, however, not all... View Details

Keywords: Margie Kelley

Publications