Business Regeneration Process
Phase III:Validation & Go-to-Market
Validation & Go-to-Market is the hands-on implementation of the organisation’s Strategic Marketing model. As a key component of the Business Regeneration process, it is the operational roll-out of the deep thinking carried out during Phase I and the tactical planning of Phase II. The 3rd phase focuses on rolling-out to the marketplace the activities planned during Phase II. Of course, the beauty of the Business Regeneration Process is that the Phase II plan strongly adheres to the strategic goals agreed by the Executive during Phase I.
Thus, the operational marketing activities being rolled out during Phase III are a true reflection of the Executive's commonly agreed strategic aspirations for the business. As Phase III also enables the success of operational marketing to be quantified and monitored, the process feeds a record of marketing success and failure back into the business process.
Phase III reports on these crucial aspects of operational marketing:
The Go-to-Market phase ensures that marketing investments, whether large or small, directly reflect the Market Strategy and ultimately the strategic direction of the Company. |
