Case Study: Enterprise IoT Go-To-Market Playbook
The best shepherds are those who take care of their flock by knowing them.
The IoT partner team at one of the worlds leading cloud platform vendors believes that empowering partners is essential for ecosystem success. Their program includes guidance on technical and business needs to enable holistic support in creating new business models alongside existing ones and guiding their journey into becoming evangelists for the brand by providing opportunities they might not otherwise have access to.
The team created the IoT program's marketing scorecard metrics around engagement to guide the organization and partners. These included evaluating which events were successful, partner satisfaction, and partner readiness.
Serving the IoT channel is an obsession for this ambitious team. They wanted to go big with their metrics, knowing that going all-out on numbers means better serving partners in this particular business sector.
The team wanted their partners to enjoy success with the new IoT market but found that this was not always possible. With differing capabilities and development levels among them, they needed an approach explicitly tailored for essential personas not to have any left behind or let down in what could be a magical experience if they got the right resources and message at the right time throughout the process.
The organization's Director decided that performing research to understand the partner personas would provide a cornerstone for building their messaging strategy and narrative. That is why they partnered with Go Narrative, who designed an original first-party research initiative that included surveys, focus groups, and 1x1 interviews--all critical to developing this go-to-market playbook. The resulting insights contributed significantly towards meeting and exceeding the team's objectives.
"The playbook contributed to our ability to meet and exceed our objectives." – Director, IoT Partners
An example impact of the go-to-market playbook was a 40% increase in event registrations.
Go Narrative ingredients: first-party research, go-to-market playbook. The study included surveys, focus groups, and 1x1 interviews. The playbook had personas, buyer journeys, content strategy, positioning frameworks, and a strategic narrative.