Go to Market Series, Installment #1: Purpose

Core to a brand’s revenue growth is a disciplined and methodical Go to Market strategy. This is the first post in an 8-week series outlining the framework elements of a successful Go to Market strategy. We begin with an introduction to a strong foundation, the evolution of the classic marketing mix (“The 4 P’s”), and the first principle all founders need to internalize.

Thank you for your interest in this topic. We welcome your feedback and comments, and the opportunity to help you on your journey.

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Hidden beneath the soil, the root system of a tree is the origin of its strength, stability, and capacity to flourish. A nourished root system raises a tree that produces a bountiful yield. Conversely, a deprived root system can compromise the tree’s ability to produce at all. Above the soil, the sun provides light and energy to complete nature’s process for its beauty and personality to be expressed in all its glory.  
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What does this have to do with how a consumer packaged goods brand brings its products to market?  In similar fashion, the root system for a brand must be strong and healthy for the brand to prosper. Each root is an integral part of a brand’s path to not just bear fruit, but to flourish. 

Consider the classic marketing matrix of the 4 Ps: Product, Place, Price & Promotion. The fundamentals of the Four Ps are still relevant, but the dynamics surrounding them have evolved – ​
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