Analysing global revenue opportunities for cyber security companies.
Synergy Six Degrees challenges the engagement approach that other go-to-market (GTM) specialists believe is the most appropriate approach to achieve business success. Many organisations and GTM specialists detach their GTM practices away from the organisation's business plan and focus their key deliverables on one or more individual disciplines
Synergy Six Degrees' purpose is to Optimise your Go-To-Market Disciplines to Drive Business Growth as we believe that Go-To-Market (GTM) is strategic and should be elevated in importance within organisations to dispel the myths that it is a reactionary activity.
Synergy Six Degrees works in partnership with its clients to deliver assignments against its ‘SynergySix Flow Chains™ framework. The framework has been developed to connect existing [and needed] influencers for the success of a common business objective. Aligned to traditional value and supply chain processes, they maximise the effectiveness via chains of collaboration for increased efficiencies within an approved optimal cost and resource base.
Many organisations make a major mistake and believe that the sales discipline have responsibility for the GTM strategy. What they really mean are the Routes To Market (RTM). The sales discipline has the RTM authority and responsibility required to achieve brand distribution, volume and profitable growth whilst improving efficiency and effectiveness.
Synergy Six Degrees promotes collaboration across intra-disciplines, but in a portfolio management model where the support and development is spread across multiple units, the need for synergistic portfolio collaboration is critical.
Synergy Six Degrees believes that leadership of operational excellence radiates from inside and not pushed down from the top. Although extremely relevant, this is not just about working as a team or being respectful of everyones voice, its about the heartbeat of the company, where business strategy is agreed and then [the business] empowered to achieve.
Synergy Six Degrees believe that a market led approach to business is critical to an organisation’s success.
Does that mean that the CMO and their marketing specialists own the GTM and business strategy, not at all. This means that marketeers are the delivery mechanism to help define, create, adjust and understand the trends of a market and position the brand based on the company’s agreed value discipline.
Alongside the other specialist disciplines within the SynergySix Flow Chains™ the People discipline
are ultimately responsible for recruitment, talent management, loyalty, career advancement, skills
development, team collaboration, amongst many other specialities. Traditionally the 'People
Discipline' has been driven within the all encompassing Human Resources (HR) team. But as focus moves down to the individual rather than the organisation, it is inherent across the organisation for every member of staff to take responsibility for their own and other staff members well being, growth and diversity.
The Financial Discipline have a wealth of skills to drive the success of the company purpose. They [finance discipline] ensure that the business is capable of getting the basics right through the installation of strong fundamentals.
Nevertheless, it is not always easy to get it right. The reason being that a business has multiple moving parts that must all come together, all the time, to make it work. This in turn, involves ensuring that the small, mundane things are addressed precisely and decisively every single day.
Synergy Six Degrees believes that many organisations play their data analysis card to justify decisions they've already made, crafting data to align to a top down opinion.
The most consistent element that drives the world today is data. All data is different and its value is variable based on its [perceived] worth to an organisation or individual.
A data-driven organisation will use the data as critical evidence to help inform and influence strategy. There should be an evidence-based culture in which data can be trusted and the analysis is highly relevant, informative, and used to determine next steps, but never discount the 'Instinct' or 'Thin Slicing' driven by experienced knowledge
GTM and Business plans should always be reviewed on a periodic basis within your current operational schedule. It’s recommended that organisations conduct external forces scans on a semi-annual or annual basis. This frequency ensures you stay current on external factors that can impact your company in both positive and negative ways. The process isn’t just for the Fortune 500s or FTSE 100—it’s particularly important for small and medium-sized businesses that don’t have the brand or revenue of larger corporations and may be more susceptible to the influence of external factors.
The SynergySix Adoption Curve is a unique framework developed to provide a visual
representation of your market adoption, incorporating client’s market data and
engagement dynamics covering target markets, industries, portfolio features, adoption
factors and engagement strategies.
A strong approach to your adoption curves, will not incubate you from the unexpected, so don’t be
emotionally dependent on your initiatives. Acknowledge the required changes in your adoption
strategies through the review process in the implementation phase quickly and also feel free to redisrupt
again and again. The market does not take a breather, neither should you.
We are not talking about a business model here; Synergy Six Degrees are focused on the efficiency models (frameworks) that act as inputs to the business model/strategy. Put simply, companies need to clearly demonstrate how they create value, their resilience to change, and the quality and sustainability of the business and its performance. This should be captured and clearly articulated through a company’s business model.
The efficiency models’ outputs are the managerial equivalent of the scientific method—you start with a believed hypothesis, which you then test in action and revise when necessary. This approach is the explicit method used in artificial intelligence with machine learning, where you start with a hypothesis, apply this to your algorithms and then execute. The output is then reviewed, adjusted and executed again, otherwise known as training.
All businesses should employ systems or processes designed to feed into management
decision-making (insights) needs to assess outcomes on a regular basis.
The danger otherwise is that businesses purely look at what is being delivered on the assumption that if products or services are delivered properly they will automatically translate into change. This is rarely the case. It is also important to remember that whilst there might be one single stated purpose of a development intervention, there will usually be many different layers of outcomes.
A strong GTM strategy at project or programme level would usually hope to identify all the different layers of outcomes (insights, objectives and knowledge) and assess any necessary changes on a regular basis
Presentation
Presentation given in February 2020 to the Product Marketing Alliance summit in London.
Case study outlining the use of the SynergySix Flow Chains methodology.
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SynergySix Flow Chains™ is a trademark of Synergy Six Degrees Limited. No copying or distribution without the expressed consent of Synergy Six Degrees.
