PHCom's Go-to-Market is based on an integrated commercial system including strategy, people, processes, and information systems aimed at maximising sales and profitability.
Strategy (Sales Strategy)
The strategy focuses on three main axes:
- WHO: Whom to sell to
- WHAT: What to sell
- HOW: How to sell and communicate
WHO – Whom to sell to
PHCom identifies credible business sectors based on your experience and ours. Market segmentation can be done by firmographic criteria, technographic features, or using databases such as Kompass, Inoopa, Cognism, Trends, Graydon, Lusha, Buzzy, etc.
It is crucial to thoroughly know the target companies, their needs, and purchasing processes by defining appropriate B2B buyer personas, then selecting the right distribution channels.
WHAT – What to sell
This involves clearly defining the added value of your products or services, from MVP to future versions. The thinking includes USPs and translating features into customer benefits.
Adaptation to segments is essential, as is managing the specific interests of distributors.
HOW – How to sell and communicate
This part covers lead generation (mailing, cold calling, networking, trade fairs, advertising…), appointment setting, communication (brochures, website), and project execution with quality follow-up. Each medium has its own communication specifics.
People
Sales teams must combine technical, relational, and service-specific skills. Optimising talents is key to avoiding overload.
A successful Go-to-Market depends on active market listening, rapid adjustments, and feedback loops to maximise the value of every interaction.
Processes (Sales Process)
The sales process is structured around:
- Commercial equation PVC/T: 10% improvement on each lever = 46% revenue increase.
- Life cycle: target → generate → qualify → offer → negotiate → close.
- Offer management: analysing risks, competitors, needs and presenting a personalised offer.
- Closing: recognising buying signals, closing effectively and reassuring the client.
Information Systems (Information Management Systems)
A performant CRM is essential to manage customers, opportunities, and analysis. PHCom recommends structured follow-up with regular meetings and adapted KPIs.
Reporting tools optimise campaigns and improve return on investment.
Implement key performance indicators (KPIs) and regularly monitor your results to evaluate the efficiency of your strategy and make necessary adjustments.
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