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Through my experience in numerous SDLCs and product development/deployment cycles one common theme seems to hold true. It is one axiom that when implemented correctly will bring any product to market on time and under budget. This process unifies marketing, IT, channel support and back office.

The cyclical process of Learn, Get, Buy, Use Pay, Service is a proven Go-To-Market strategy that will insure all of your items are cared for and managed to bring a product to market effectively. It is important to consider all of these elements to fully design, develop and deliver truly customer focused products.  Proper implementation however also requires close program management and controls. This approach demands that the customer is placed directly into the deployment cycle. Below is a definition of the different phases throughout the cycle. 

Learn – Contains all of the items that will be implemented that a customer will use to learn about the product. It might contain: Marketing (off and online), PR, cross-channel, blogs, facebook, twitter etc.

Buy – Defines the customer interfaces to purchase the product and the process to complete purchase. Can include transactional, resellers, direct buy, new payment processing etc.

Get – Contains all of the processes to be implemented that will deliver the product to the customers. This may include any fulfillment, legal terms, downloads, FTPs etc. These are the key methods that will get the product in the customers’ hands.

Use – This is the part of the cycle that most people focus on. There are the key methods that enable the product to function. Contains enabling all access points, and opening up code if necessary.

Pay – Defines the processes implemented to enable bill payment by the customer. This might include modifying existing bill adding out additional services, opening up credit card billing, or any transactional services.

Service – In my opinion, this is one of the most important, but overlooked phases of the Go-To-Market process. Most companies seem to consider this as a standalone process and divorced from the deployment process. This includes considering agent support processes, e-mail, chat, twitter, facebook, FAQs, blogging etc. Spending time building these interfaces before a product is deployed will reap tremendous benefits in cost savings, revenue and customer experience.

In summary, if a company utilizes this cycle of deployment they will be forced to place the customer first and challenge all elements of their existing strategies. This will also lead to comprehensive, logical project plans which can be managed and bring customer focused, effective products.

Blog Launched!!

Hi everyone, this is my first post and kicks of the blog. Please check back and use the information here.

Thanks,

SEAN