As previously mentioned, I am excited to share excerpts from my upcoming book. As already shared with you, I’m in the process of writing a book that deep-dives into the world of go-to-market (GTM) strategy, blending it with personal experiences and passions that have shaped my career. I will also explore how AI is impacting all of us in sales, marketing, sales enablement, operation, and finance, from insights to planning, pitching and execution. This book will give you a new and fresh perspective on building strong GTM plans, leveraging a consumer and partner-centric approach, and asking the right questions to create real differentiation and impactful storytelling. You will find below a new excerpt focusing on the structure and what you can expect. Feel free to share your thoughts on this and open a conversation with me for collaboration. My calendar shared below is fully opened for this purpose.
Please find the excerpt below.
As we embark on our Yellow Belt journey, we’re going to explore how AI can be a powerful ally in crafting your Go-To-Market (GTM) strategy. To illustrate this, we’ll use a fictional example: the launch of a new brand of sustainable running shoes.
It’s important to note that while AI, particularly Large Language Models (LLMs), can provide valuable insights and spark creativity, it cannot replace the collaborative effort and expertise of a dedicated team. Instead, think of AI as a brainstorming partner, a source of inspiration, and a tool to enhance your exploration and creativity.
In this section, we’ll walk through four key templates that form the foundation of any solid GTM strategy:
- Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM)
- Market Segmentation
- Business Model Canvas
- SWOT Analysis
For each of these templates, we’ll show you how AI can be leveraged to generate initial ideas and insights. Remember, the output from AI should be a starting point for further discussion, refinement, and validation by your team.
Let’s dive in and see how AI can help us kickstart our GTM strategy for our sustainable running shoes brand. As we go through each framework, you’ll see how AI can provide a fresh perspective and help you consider angles you might not have thought of initially. This process will demonstrate how AI can be a valuable tool in your GTM toolkit, enhancing your strategic planning process without replacing the crucial human elements of creativity, experience, and intuition.
Step-by-Step Process Using LLM Generative AI
#1 Total Addressable Market (TAM), SAM, and SOM:
Prompt:
“Analyze the Sustainable running shoes market in the US. Provide 1/ Market Overview: 2/ an estimate of the total number of potential customers and the average revenue per customer 3/ key factors influencing market size 4/ market trends or growth projections 6/TAM 7/ SAM 8/ SOM. Guidance: Be brief and concise in the outcome so that I can capture all the information in a one pager template”
Template:
- Market Overview: [LLM output]
- Total Number of Potential Customers and Average Revenue per Customer: [LLM output]
- Key Factors Influencing Market Size: [LLM output]
- Market Trends or Growth Projections: [LLM output]
- TAM Calculation: [LLM output]
- SAM Calculation: [LLM output]
- SOM Calculation: [LLM output]
Example Output:
#2 Market Segmentation Prompt:
Prompt:
“Segment the market for running shoes market based on geographic, demographic, psychographic, and behavioral factors. For each segment, provide key characteristics and potential marketing approaches. Guidance: Be brief and concise in the outcome so that I can capture all the information in a one pager template”
Template:
- Geographic Segments: [LLM output]
- Demographic Segments: [LLM output]
- Psychographic Segments: [LLM output]
- Behavioral Segments: [LLM output]
Example Output:
#3 Business Model Canvas
Prompt:
“: Create a Business Model Canvas for X brand for sustainable running shoes, focusing on US market. Provide brief descriptions for each of the nine components: Key Partners, Key Activities, Key Resources, Value Propositions, Customer Relationships, Channels, Customer Segments, Cost Structure, and Revenue Streams.”
Template:
- Key Partners: [LLM output]
- Key Activities: [LLM output]
- Key Resources: [LLM output]
- Value Propositions: [LLM output]
- Customer Relationships: [LLM output]
- Channels: [LLM output]
- Customer Segments: [LLM output]
- Cost Structure: [LLM output]
- Revenue Streams: [LLM output]
Example Output:
#4 SWOT Analysis Prompt:
Prompt
“Conduct a SWOT analysis for X Brand Sustainable running shoes in the Running shoes market. Identify 3-5 key points for each category: Strengths, Weaknesses, Opportunities, and Threats. Provide brief explanations for each point. Make the content crisper and concise so that it can be put on a SWOT one pager.”
Template:
- Strengths: [LLM output]
- Weaknesses: [LLM output]
- Opportunities: [LLM output]
- Threats: [LLM output]
Example Output:
Building a Yellow Belt GTM AI Agent
To take our GTM strategy to the next level, we can create an AI Agent specifically designed to assist with foundational GTM tasks. You will find here more detail on how to create an AI Agent. Click on the following link: Official Microsoft Copilot Studio documentation – Microsoft Copilot Studio | Microsoft Learn
Here’s a step-by-step guide to building such an agent using GPT Copilot Studio:
- Set up your environment:
- Sign up for a GPT Copilot Studio account
- Familiarize yourself with the platform’s interface
- Define your agent’s purpose:
- Outline specific GTM tasks (e.g., market analysis, segmentation, SWOT analysis)
- Create a new project:
- Name your project (e.g., “Yellow Belt GTM Assistant”)
- Set the project’s language and relevant categories
- Design your agent’s knowledge base:
- Upload relevant documents (e.g., market reports, GTM strategy guides)
- Input key concepts and definitions related to foundational GTM strategies
- Develop conversation flows:
- Create intents for common GTM tasks
- Design dialog trees for each intent
- Implement natural language processing:
- Train your agent on GTM-specific language and terminology
- Integrate data sources:
- Connect your agent to relevant APIs or databases for real-time market data
- Test and refine:
- Run multiple test conversations
- Refine your agent’s knowledge and conversation flows
- Deploy your agent:
- Choose deployment channels (e.g., website chat, messaging platforms)
- Set up necessary integrations with existing GTM tools
- Monitor and maintain:
- Regularly review conversation logs
- Update your agent’s knowledge base with new GTM insights and data
Example Use Cases for Your GTM AI Agent
- Market Analysis Assistant:
Prompt: “Analyze current market trends for sustainable running shoes.”
Agent Action: Gathers recent data, identifies key trends, and presents a summary report. - Segmentation Helper:
Prompt: “Suggest initial market segments for our eco-friendly sportswear line.”
Agent Action: Proposes segments based on demographic, psychographic, and behavioral factors. - SWOT Analysis Generator:
Prompt: “Create a preliminary SWOT analysis for our new product launch.”
Agent Action: Generates a basic SWOT analysis using available market data and company information. - Business Model Canvas Draft:
Prompt: “Draft a Business Model Canvas for our sustainable running shoe company.”
Agent Action: Populates a Business Model Canvas template with initial ideas and data-driven suggestions.
Integrating AI Insights into Your GTM Strategy
By incorporating LLM generative AI and AI Agents into these foundational frameworks, we’re not just enhancing efficiency; we’re aligning with the book’s overarching theme of integrating AI into GTM strategies. As we progress to more advanced concepts in later chapters, these AI-powered insights will serve as a springboard for deeper market understanding and more informed decision-making.
Enhancing Your Strategic Planning with AI
The use of LLMs and AI Agents exemplifies the innovative spirit that permeates this book. By embracing cutting-edge technology, we’re paving the way for more dynamic and adaptive GTM strategies that can respond to an ever-changing market landscape.
As you continue your journey through the belts, remember that these AI tools are here to enhance your strategic capabilities, enabling you to navigate complex markets with precision and confidence. However, always keep in mind that AI is a tool to assist, not replace, human strategic thinking. The most effective GTM strategies will always be those that combine the power of AI with human creativity, experience, and intuition.
Engaging with You
As part of this journey, I also want to engage with you, my readers, by sharing portions of the book. Your feedback, comments, and suggestions will be invaluable in shaping the final product. I believe in the power of co-creation and would love to incorporate any specific concepts or ideas you might have. Of course, I will give full credit to any contributions that make it into the book. I will make sure nothing confidential will be published in the book.
Join the Conversation
If you have any suggestions or would like to discuss specific concepts, feel free to connect with me on LinkedIn thru personal messaging. I’m always happy to have a conversation and explore new ideas. Together, we can create something truly special. For collaboration or project discussions, you can also schedule a conversation in my calendar below or connect with me via email at david.merzel@hotmail.com. I look forward to further discussions!
Md Consulting 
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