MXP Online is an exclusive program to help high-performing innovators find the truth about where, if at all, their product or service fits into a market and, if so, to accelerate their path to predictable and profitable growth.
Setting a strong Market Foundation starts with taking a close (and honest) look at how your people, processes and technology are aligned to support market development versus product development.
Learn how to conduct a thorough assessment of how your team’s time and talent is divided between developing market versus developing product, and how to effectively fill the gaps to go to market.
Learn how to analyze your current marketing and sales processes to map out how you are currently attracting, engaging and supporting your customers.
Learn how to evaluate and improve the technology and collateral you’re using to perform and measure your sales and marketing efforts.
Market Discovery is about effectively evaluating all potential customer profiles and go-to-market strategies that fit into your market development budget.
Learn how to analyze your current leads, opportunities, and customer conversations to identify patterns critical to forming initial hypotheses about your Ideal Customer Profile.
ICP is, perhaps, the most critical element of Market Development. Learn to identify clear behavioral patterns and common characteristics of the people with the biggest needs/wants/problems that you can solve today with your current product (not your product roadmap).
Time to transition from a hypothetical ICP to a clear and tangible target customer that you can easily identify in the real world.
Learn how to analyze the leads, opportunities, customers in your sales pipeline to eliminate everyone who doesn’t fit your shortlist of priority ICPs and sharpen your focus.
Learn how to adapt UX principles to better understand the customer journey as it relates to the customers’ experience interacting with you and your sales process.
Learn the process and methodologies to develop the right price for your product or service.
Learn how to conduct effective competitive research and analysis by identifying the specific items to look for, how to look for them, why they are important and how to generate insights to get to market faster.
Learn to outline potential customer acquisition strategies and channels, prioritize these strategies, and identify the resources needed to execute those strategies.
Learn how to find the exact people you should target when you implement your customer acquisition strategies.
Learn the importance of and how to calculate Market Milestones, quantifiable, traction-based results of your market development efforts.
Now that you have identified your initial Ideal Customer Profile(s), it’s crucial to understand how to effectively communicate with them.
Learn how to conduct effective customer interviews to help you confirm whether or not you are on the right path with your ideal customer profile.
Learn to craft and communicate your Unique Value Proposition, a clear statement of the tangible results a customer enjoys from using your product or service. It’s not what you do, it’s what you do for your customers.
Learn how to craft a Unique Selling Proposition, a statement that effectively communicates your company’s competitive differentiation.
Learn how to build a Market Message Map to translate your product’s functionality into your product’s value in a manner that will resonate with your intended audience.
Learn how to build the infrastructure that will enable you to test your hypotheses, capture data and begin to make well-informed business decisions based upon a single source of truth.
It’s time to define each step of your marketing and sales process so that you can measure your go-to-market efforts and collect data that will inform your hypotheses going forward.
It’s time to dive into your marketing and sales technology stack and map out the purpose for each tool and how and where it connects into your overall sales funnel.
The goal of initial market outreach is to generate enough conversations to test, iterate and re-test all of your hypotheses before pressing down the pedal too hard so that it overly taxes your limited resources.
Learn how to develop, execute, iterate and optimize outbound customer acquisition campaigns.
Learn how to build a Conversational Framework to help customers understand the value they’ll gain from your product or service. Don’t sell. Instead, seek fit.
As you start moving leads into opportunities and begin having actual conversations with potential customers, learn how to build a powerful collateral toolbox.
Time to stop hypothesizing and start executing, tracking and iterating.
Learn the importance of and how to run regularly scheduled sales meetings to monitor all of your customer conversations and organize, understand and prioritize market feedback.
Time to start developing and documenting a streamlined process for customer onboarding.
Learn how to create long-term communications with customers that remain qualified but haven’t moved as fast as you’d hoped.
The goal of the Talent Acquisition Framework and Roadmap phase is to identify the skills and roles you’ll need before you need them to avoid making costly mistakes with your runway.
In this final post, we share critical insights to make sure you have everything you need to find the truth about where your product/service fits into the market.