--- title: 12 Key Questions Your Go-to-Market Model Needs to Address description: Are you involved in lengthy complex high-value B2B sales environments? Here are 12 key questions your go-to-market model needs to address... --- This is a search field with an autosuggest feature attached. - There are no suggestions because the search field is empty. # 12 Key Questions Your Go-to-Market Model Needs to Address ![Bob Apollo](https://app.hubspot.com/settings/avatar/78fa41976d534cacbb0e22e151bc6816) Post by [Bob Apollo](https://www.inflexion-point.com/blog/author/bob-apollo) May 31, 2011 What does "go-to-market" mean to you? Many companies react to new challenges in their business environment by declaring that they need to change the way they go to market, but as **Scott Santucci** of **Forrester **pointed out recently, this frequently used term has a variety of interpretations... ![Compass](https://www.inflexion-point.com/hs-fs/file-14058001-jpg/images/compass_surveyor.jpg?width=165&height=158&name=compass_surveyor.jpg "Compass")I prefer a broad definition, and believe that an organisation's **go to market model** ought to embrace all the elements that enable them to identify, engage with, persuade, and profitably satisfy a growing customer base. From this perspective, a successful go-to-market model needs to go far beyond defining sales channels and establishing pricing policies - it has to capture the essence of how a company chooses to do business, and help to align the entire organisation behind this. ## 12 Key Questions With that in mind, I'd like to share 12 key questions that I have found very useful in encouraging clients to think though some of the most important elements of their go-to-market model. I hope that you might find them similarly helpful: 1. *What are the common characteristics of your most valuable customers and prospects?* 2. *What are the most significant issues you enable your prospects to address?* 3. *What are the common trends and trigger events that might cause your prospects to start searching for solutions?* 4. *How and why do your prospects choose to buy, and what are the key stages in their decision making process?* 5. *What terms would your prospects use to describe what they are looking for when they search for solutions?* 6. *What are your prospect’s most significant alternative options for solving their identified issues?* 7. *What key business benefits will your prospects enjoy as a result of implementing a solution to the issue they have identified?* 8. *What unique advantage does your solution offer over other options available to your prospect?* 9. *What are the most effective ways of connecting with your most valuable prospects and generating qualified sales opportunities?* 10. *How do you intend to systematically convert qualified sales opportunities into customers?* 11. *Which people, and which organisations, are most influential in shaping your prospect's thinking - and influencing their buying behaviour? * 12. *What are the key measures, metrics and goals you are going to use to measure the success of your go-to-market model?* There's a logical sequence to these questions: without a shared understanding of what an ideal customer looks like, and without anticipating the issues that will cause them to act, it's hard to establish a repeatable, scalable and predictable sales and marketing machine. ## [![Proactive Pipeline Management](https://no-cache.hubspot.com/cta/default/41408/d7bde0cc-371b-43df-a3ca-aa09405f2a49.png)](https://cta-redirect.hubspot.com/cta/redirect/41408/d7bde0cc-371b-43df-a3ca-aa09405f2a49) ###### Tags: [B2B Marketing, ](https://www.inflexion-point.com/blog/topic/b2b-marketing) [Forrester, ](https://www.inflexion-point.com/blog/topic/forrester) [Scalable Systems, ](https://www.inflexion-point.com/blog/topic/scalable-systems) [Complex Sales](https://www.inflexion-point.com/blog/topic/complex-sales) ![Bob Apollo](https://app.hubspot.com/settings/avatar/78fa41976d534cacbb0e22e151bc6816) Post by [Bob Apollo](https://www.inflexion-point.com/blog/author/bob-apollo) May 31, 2011 Bob Apollo is a Fellow of the Institute of Sales Professionals, a regular contributor to the International Journal of Sales Transformation and Top Sales World Magazine, and the driving force behind Inflexion-Point Strategy Partners, the leading proponents of outcome-centric selling. Following a successful corporate career spanning start-ups, scale-ups and market leaders, Bob now works as a strategic advisor, mentor, trainer and coach to ambitious B2B sales organisations - teaching them how to differentiate themselves through their provably superior approach to achieving their customer's desired outcomes. [Follow me on my website](https://www.inflexion-point.com) [Follow me on LinkedIn ](https://uk.linkedin.com/in/bobapollo) [Follow me on Twitter ](https://twitter.com/bobapollo) ### Comments ###### Related Articles ### [Connecting the Marketing Message with the Sales Conversation](https://www.inflexion-point.com/Blog/bid/96939/Connecting-the-Marketing-Message-with-the-Sales-Conversation) Posted by **[Bob Apollo](https://www.inflexion-point.com/blog/author/bob-apollo),** **May 13, 2013** I recently recorded an on-demand webinar with BrightTALK on the increasingly important need to connect your marketing ... ### [B2B Marketing: Why the Number of Leads You Generate is Irrelevant](https://www.inflexion-point.com/Blog/bid/75255/B2B-Marketing-Why-the-Number-of-Leads-You-Generate-is-Irrelevant) Posted by **[Bob Apollo](https://www.inflexion-point.com/blog/author/bob-apollo),** **Oct 13, 2011** When I ask many B2B marketing departments how their success is measured, the most common answer is “the number of leads ... ### [B2B Marketing: Why Maximising Leads Won’t Maximise Revenues](https://www.inflexion-point.com/Blog/bid/80961/B2B-Marketing-Why-Maximising-Leads-Won-t-Maximise-Revenues) Posted by **[Bob Apollo](https://www.inflexion-point.com/blog/author/bob-apollo),** **Jan 24, 2012** I come across many marketing organisations that seem to believe that the more leads they generate, the better they are ... 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