Aligning Digital Strategy with Multiple Go-to-Market Models
By
Prabhakant Sinha, Arun Shastri, Sally Lorimer, Saby Mitra
Summary
This article discusses how companies need to align their digital strategy with multiple go-to-market models to effectively reach diverse customer segments. It argues that organizations typically run several sales and engagement models simultaneously (e.g., digital self-service for small customers, relationship-led selling for large enterprises), and leaders must tailor design, decision rights, and governance to each specific model rather than applying a one-size-fits-all approach. The piece draws on examples from Microsoft and Pfizer to illustrate how different customer types require different combinations of personal and digital channels.
Source
bskyAligning Digital Strategy with Multiple Go-to-Market Modelshbr.orgKey quotes
· 4 pulledMicrosoft serves tens of thousands of small customers through digital channels while relying on account teams to manage large enterprise clients.
Pfizer promotes mature products through digital engagement while using relationship-led selling for health systems.
Most organizations run several go-to-market models simultaneously, each with its own operating process and combination of personal and digital channels.
Leaders need to align design, decision rights, and governance with each go-to-market model to unlock growth.
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