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GTM GBS Process. GBS OPERATING MODEL GBS Marketing / PLM Offers ST Strategy / NPD Input Corporate Marketing Team Offers LT Strategic Input / NPD Input.

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Presentation on theme: "GTM GBS Process. GBS OPERATING MODEL GBS Marketing / PLM Offers ST Strategy / NPD Input Corporate Marketing Team Offers LT Strategic Input / NPD Input."— Presentation transcript:

1 GTM GBS Process

2 GBS OPERATING MODEL GBS Marketing / PLM Offers ST Strategy / NPD Input Corporate Marketing Team Offers LT Strategic Input / NPD Input Corporate New Product Development NPD Idea Creation Idea Validation Business Case Development GTM Plan Systems and M&Ps Project Closeout Trials Completed Test / Launch STAGE GATE 0STAGE GATE 1 STAGE GATE 4 STAGE GATE 2 STAGE GATE 3STAGE GATE 5STAGE GATE 6 NPD PLM OwnerAssigned GBS PLM Sponsor Assigned - co-owns business case development with NPD lead GBS Governance Council Provides Input and Assigns GTM PM GBS GTM Plan runs parallel to NPD GTM Stage Gate 3 thru Stage Gate 6 Lifecycle Management GBS PLM Assumption – GBS GTM Tool would p to stage gates for milestone management – avoid duplication

3 GTM Process Flow – GBS Decision Rendered: Go / No Go PM Assigned? GTM Database and 30-60-90 Report are updated by GTM GM YESNO GBS PLM / Mktg Sponsor develops initiative that impacts GBS GTM Governance Council reviews and renders decision or recommendation GBS PLM / Mktg Sponsor fills out & submits GTM Checklist to GTM Governance Council GONO GO Rejected with rationale and returned to GBS PLM / Mktg Sponsor Return to GBS PLM / Mktg Sponsor for more information and resubmission GBS PLM / Mktg Sponsor manages through VIA tool GBS PLM / Mktg Sponsor fills out VIA tool -Holds kickoff and sets/manages next steps -Updates GTM Database and 30-60-90 Report Post Launch Feedback provided to GTM Governance Council by PM PM executes through VIA tool No Go Feedback provided to GTM Governance Council by GTM GM -Engages functional stakeholders -Updates GTM Database VzB Existing ProductGBS Existing Product – Price UpVzW Existing Product LAUNCH to BSG/Regions

4 GTM Process Flow – NPD Corporate Marketing Decision Rendered: Go / No Go PM Assigned? GTM Database and 30-60-90 Report are updated by GTM GM YESNO GTM Governance Council reviews and renders decision or recommendation GBS PLM / Mktg Sponsor fills out & submits GTM Checklist to GTM Governance Council GO NO GO Rejected with rationale and returned to GBS PLM / MktgSponsor Return to GBS PLM / Mktg Sponsor for more information and resubmission GBS PLM / Mktg Sponsor manages through VIA tool GBS PLM / Mktg Sponsor fills out VIA tool Post Launch Feedback provided to GTM Governance Council by PM PM executes through VIA tool No Go Feedback provided to GTM Governance Council by GTM GM LAUNCH Concept and Requirement Planning STAGE 0STAGE 2STAGE 1 Idea CapturedIdea Validated Product evaluationPM/sponsor assigned Business Case BSG /National Mass LAUNCH? Plan – Design – Schedule Develop and Build Test and Launch Project Closeout STAGE 3STAGE 4 STAGE 5STAGE 6 GTM planSystems and M&PsTrials completedLifecycle management YES NO Holds kickoff & updates GTM Database Engages functional stakeholders & Updates GTM Database GBS PLM / Mktg Sponsor NPD – Corporate Owner Strategic input provided by GBS PLM and Mktg Strategy

5 GTM Checklist Created url and database to capture key business case elements for GTM Governance Council Review Created url and database to capture key business case elements for GTM Governance Council Review Track, manage and report on initiatives requesting launch into GBS Channel Track, manage and report on initiatives requesting launch into GBS Channel Allow for integration of key business case elements into GTM project management tools and methodology Allow for integration of key business case elements into GTM project management tools and methodology

6 GTM Checklist

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8 GTM Governance Process 1. Overview of Product (Campaign) Business Plan Type of Initiative Type of Initiative (Is this a Product, Campaign, or Channel initiative?) Strategic Statement Strategic Statement (What the initiative is and what we are we trying to accomplish, by when?) Link to Verizon strategy Link to Verizon strategy (How does this initiative support Verizons Strategic Imperatives & GBS strategies?) Marketing strategy Marketing strategy (Acquisition and/or Retention, including customer target market?) Target Launch Date Target Launch Date (Estimated date of tariff or product launch and why?) Funding Funding (Is the funding Departmental or IT approved?)

9 GTM Governance Process 2. Sales/Revenue Objectives and Strategy Sales Objectives/Revenue Impact Sales Objectives/Revenue Impact (What are the sales goals for this initiative? Is it incremental or enabling existing business? What is projected ROE for program/campaign? ) Channel Identification Channel Identification (What Sales channels are impacted, along with Training, Back Office systems, tools, and/or applications?) Sales Strategy by Channel Sales Strategy by Channel (What titles will be selling product and how? HDNO, Always offer, offer with certain product?) Incentive Strategy by Channel Incentive Strategy by Channel (Are there sales compensation {QRV?, AwardPerqs?} for this initiative? Are they same for all channels? What is the impact on Systems and Compensation?) Funding Funding (Is the funding Departmental or IT approved?)

10 GTM Governance Process 3. Product/Campaign Description Product/Campaign Description/Offer Product/Campaign Description/Offer (Describe the product/campaign offer or description) Benefits Benefits (To customer, to Verizon) Pricing Overview Pricing Overview (What is the estimated pricing information?) Process Impacts Process Impacts (Is this replacing an existing process or creating new one(s)? Does IT impact the overall timeline for target launch? Is there a Process Diagram?) SME Impact Team SME Impact Team (Has a cross functional SME team developed and submitted an Impact Statement, including regulatory, customer communications, fulfillment, affiliates, and/or LOBs ?)

11 GTM Process Stakeholders GBS PLM LOBs (VzB & VzW) via GBS PLM NPD via GBS PLM Channel (e.g. One Source) Diane Brown Diane Brown Mike McLaughlin Mike McLaughlin David Frendo David Frendo Carrie Gray Carrie Gray Maria Mongan Maria Mongan Mike Kalina Mike Kalina Elizabeth Richardson Elizabeth Richardson Sue Molnar Sue Molnar Steve Thomson Steve Thomson Chair: GTM Group Manager (GM) Chair: GTM Group Manager (GM) GTM Governance Council Members Sponsors (Business Owners)

12 GTM Process Stakeholders Bi weekly review of requests Bi weekly review of requests Develop, publish, and manage 30-60-90 day launch calendar Develop, publish, and manage 30-60-90 day launch calendar Manage GTM Data Base information Manage GTM Data Base information Coordinate GTM Data Base and VIA user training Coordinate GTM Data Base and VIA user training Provide updates to and solicit feedback from Channel leadership Provide updates to and solicit feedback from Channel leadership GTM Governance Council - Functional roles, lead by the GTM GM:

13 GTM Process Execution Gaps Process execution gaps include: Identify and assign dedicated GTM GM from existing GBS GM resource pool Identify and assign dedicated GTM GM from existing GBS GM resource pool Identify, reassign, and train individual contributor (Level 6) from GBS pool that matches Project Management skill set Identify, reassign, and train individual contributor (Level 6) from GBS pool that matches Project Management skill set Ensure BSC and Regions properly engage and support the GBS GTM Governance process in order to launch their initiatives that impact the channel – identify Regional SPOCs to handle National Mass Launches – Who would handle Launches to Alt Channels in Mass? Ensure BSC and Regions properly engage and support the GBS GTM Governance process in order to launch their initiatives that impact the channel – identify Regional SPOCs to handle National Mass Launches – Who would handle Launches to Alt Channels in Mass? Evaluate VIA with Kelly Moore as the baseline GTM project management tool – does it work for new products, price-ups and campaigns? Are there any changes/updates that need to be added to cover all types of launches? Evaluate VIA with Kelly Moore as the baseline GTM project management tool – does it work for new products, price-ups and campaigns? Are there any changes/updates that need to be added to cover all types of launches? Develop and roll out training on the GTM Process, including use of the GTM Checklist/Data Base and VIA project management tool Develop and roll out training on the GTM Process, including use of the GTM Checklist/Data Base and VIA project management tool

14 GTM Key Decision Drivers Go/No Go Strategic importance, alignment with GBS goals, and channel impacts as detailed in the GTM Checklist Assignment of GTM Project Manager High strategic value to meeting GBS business objectives High strategic value to meeting GBS business objectives Involves two (2) or more Business Units Involves two (2) or more Business Units Requires a broad base of cross functional participation Requires a broad base of cross functional participation Sponsor lead initiatives Requires limited cross functional participation Requires limited cross functional participation Involves GBS only business unit Involves GBS only business unit

15 GTM GBS Process


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