In part one of this series, we talked about what insights to get out of a go-to-market strategy project. In this second installment, we're going to be diving into how to get those insights.
In order to do that, a business needs to do the following:
Gather secondary research
Gather primary research
Analyze the research and turn it into an actionable plan (that will be part 3 of this 3-part series)
In addition to the research we do for the articles we write about AI across industry sectors, we have to do this kind of research for clients. If we're going to explore the process of garnering the go-to-market insights that we need, we might as well use an example.
Let's say that there's a company that's looking to sell conversational interfaces into the banking space. The first step is to gather secondary research. The company won't do any direct interviews with people but instead finding the insights in the world that can help them frame the questions they want to ask of...
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