Definition
Developing key processes for growth-oriented market entry strategies (GTM).
In detail
Market/Channel Planning is a key process for developing a growth-oriented Go-To-Market (GTM) strategy. It helps companies systematically analyze target markets, customer segments, competitive landscape, and channel options to determine the optimal entry path and resource allocation. In the system, it connects strategic planning with sales execution, ensuring products precisely reach target customers. Unlike marketing strategy (focusing on brand communication) and sales management (focusing on order conversion), it focuses on market selection, channel design, and partner strategy. Its outputs typically include market entry plans, channel strategy documents, sales forecasts, and GTM roadmaps.
Example in practice
An industrial equipment manufacturer plans to enter Southeast Asian markets but lacks local channel experience. They use the market/channel planning process, analyzing demand, competitive intensity, and channel maturity in each country, ultimately choosing to partner with local distributors and developing a phased entry plan. Through this planning, they clarify priority markets, channel partner selection criteria, and resource allocation, avoiding blind investment and laying a foundation for subsequent sales activities.