If you’ve come from our previous article, where the current generation of Go-To-Market planning platforms may be inadequate to your company’s needs, you may be looking for the best GTM planning software that is the right fit for you.
Haycion is a SaaS (Software as a Service) platform that helps you plan and execute GTM campaigns. Unlike similar service tools, Haycion provides dynamic competitor analysis, structured decision-making frameworks, and roadmaps aimed towards companies at any growth stage, tailored for what needs your business most needs.
HAYCION FEATURES AND BENEFITS
The first step in building your strategy is to look at your company and assess where it is in terms of market, customers, offerings, and more. It is through that research that a clear plan can be formulated.
Haycion’s GTM planning software compiles that information in a concise, neat manner so that any question you may have can be answered quickly. Here are some business aspects that are important to keep track of, and how Haycion delivers those.
SOLUTIONS
Haycion automatically identifies the portfolio of the services and products that your company offers. The portfolio is informed and brief, allowing anybody who inspects it to understand what your business offers. Focus is important at this stage, and we make it easy to key in on what your business offers so you can save time on the other aspects of your GTM platform. Compiling the products that you present is crucial in understanding who specifically would want to buy your goods.
CUSTOMERS
Haycion compiles an ideal customer profile (ICP) for your business, providing a clear understanding of the target audience for your GTM plan. Haycion’s GTM planning software also helps you identify the target personas, in this case, the people within the business you seek to sell to. This can be particularly useful for focusing your efforts when pitching your product, not wasting time and effort on selling to the wrong audience. The goal is to connect with high-conversion prospects, the customers that you know will buy your product once pitched to. Once you’ve nailed down your ICP, it’s time to move on and identify which market you want to sell your product in.
MARKET
Understanding the market you are in is essential to starting or growing a business. Haycion can help by evaluating the market sizes applicable to the products you have, both in terms of size and growth potential, presenting you with information on the market you’re taking your business into. This reduces the guesswork from marketing strategies and helps you understand what market opportunities are best for your company.
Let’s say you have two options: taking your business towards a large market with smaller growth potential, or instead going towards a small market with big growth potential. Haycion won’t make that choice for you, but by providing the necessary details on those markets, it can give you a helping hand in making informed, data-backed decisions on what segments offers the best opportunities. Knowing your market means knowing who you’ll be competing with, perhaps the most important process within the information gathering aspect of GTM planning.
COMPETITORS
Haycion can analyze and identify potential competitors that have the same focus as you. Particularly useful is the graph which allows you to visualize your opponents, how big they are, and what key aspects you share with each other, as well as what you don’t share. With this information, you can gain insight into what areas of the market are under served, and pursue them to outmaneuver competitors while standing out in the market.
Haycion’s GTM planning software also provides you with a list of competitors that offer the same services as you and exist in the same market segments as you. This is important if you wish to increase your company’s market share in those areas, or pursue new avenues of growth.
POSITIONING
Haycion also looks at your company’s position in the market, and compares your competitors to your position, allowing you to clarify your product-market fit. It can find gaps in the market (mentioned previously in the competitor section), areas where other companies do not have much market share, visualize them, and give recommendations on how to fill those gaps. This function allows you to specifically take advantage of the gaps in the market and capitalize on the opportunities not covered by competitors or other participants in the market.
This feature also visualizes how your business may be affected by external factors that could be out of your control. By knowing of these factors, you can mitigate risk and come to expect the unexpected.
ORGANIZING WITH GTM PLANNING SOFTWARE
Now that we’ve conducted the research, it’s time to start articulating your strategy, whether it be introducing a product into a new market segment, filling a gap within the market, or any other reason you’d want to shift your efforts into a new direction. Haycion’s GTM planning software can help by providing a number of resources, such as a decision framework, potential objectives, strategies and tactics. This will lead to a fully planned budget, and list of tasks which you can use to jump-start your GTM plan.
DECISION FRAMEWORK
Options are a business owner’s best friend, allowing you to go in a number of directions of your choosing depending on which you think is the best fit for the future of your company. Haycion’s GTM planning software offers a main thesis behind each of the scenarios proposed and the comprehensive reasons to pursue those scenarios, providing a fast, structural approach to your GTM plan which can enable prioritization depending on the direction you wish to take your business. With this structured framework, you can conquer your analysis paralysis and prioritize actionable pathways while reducing uncertainty
OBJECTIVES
Haycion provides you with a clear set of objectives that you want the company to achieve given the framework that you chose in the previous step. You’re provided with straightforward numbers that inform you of the benchmarks (KPIs) you would want to hit to ensure that the GTM strategy you chose has the best chances of succeeding. This structured approach helps you not get lost or overwhelmed by a sea of numbers, focusing only on the few that matter while allowing you to stay outcome-driven. Once you understand the objectives, it’s time to strategize.
STRATEGIES & TACTICS
For each objective that you wish to achieve, there are strategic ways to deliver them. For example, will you decide to target social media engagement as part of your marketing awareness efforts? Or go to tradeshows?
While in an ideal world you may want to do everything, in reality you will be time and budget constricted. You don’t need to prioritize everything however, but only what really works for your business. Having a tool which can optimize for your time, budget, and outcomes is crucial in making sure your resources are not spread too thin. The option to choose is important at this stage of GTM planning, as is having a clear understanding of the effort and money involved with each strategy.
BUDGET
All companies are run on money, and Haycion knows the importance of budgeting for the future. In the budgeting step you can configure your GTM budgeting numbers based on your wants and needs, displaying a cost measure for each subdivision of GTM tactic that you may want to act on. Those numbers are displayed in 3 tiers: Essential, Moderate, and Comprehensive. Essential is the barebones amount of money you’d fund in order to achieve the tactic, moderate the second most amount, and comprehensive the largest budget you should undertake if you pursue that specific GTM plan. With the GTM planning software, choose the best investment level for the goals you’ve set, and run with it as you start commencing work on your project.
TASKS
The tasks section is a pure project manager, laying everything out for your team to see in a built-in Gantt chart format, from framework to budget in a comprehensive, coherent layout which allows for cross-functional visibility. With this, you can make sure that everyone involved in the GTM planning phase at your company is on the same page, all while clearly visualizing your GTM journey.
Haycion wraps everything up with an easy to understand roadmap, putting all the elements and decisions you made during planning in one place. Adjustable by the budget you decided to put into the GTM plan, it’s a great way to see your GTM plan in all its glory, and brings you one step closer to turning your strategy into action.
COMPLETING YOUR GTM JOURNEY
The GTM research and planning phase is a hard time for any company to go through, filled with uncertainty and self-doubt at the validity of the information you’ve gathered. While it can be reassuring to cast your own net while researching, Haycion’s GTM planning software can offer a guiding hand with the features it provides, and the benefits you can reap from them.
Using Haycion means using a tool that can help your team align around clear, comprehensive data and strategic prioritization that makes sense for you. Thanks to Haycion, this all culminates in an increased execution speed, meaning you can always be one step ahead of your competitors while building your GTM strategy.