Go-to-Market Strategy

What we do

Every company has a process for going to market, of course. But go-to-market functions, such as sales, marketing, and product management, tend to be isolated from changes in the marketplace, from their own company’s strategic priorities, even from each other.

Bain helps companies build powerful, integrated go-to-market systems. We think of an effective go-to-market system as the missing link between a company’s strategy—its decisions about where to compete and how to win—and the exceptional customer experiences that are the ultimate path to success. Such a system enables a company to identify attractive target customers and design value propositions tailored to those customers’ needs and to the company’s strengths. It also enables the company to deliver these offerings to the marketplace and to continually refine them based on fast, reliable customer feedback.

Creating an adaptive go-to market system

We work alongside client teams to create closed-loop feedback processes that bridge the functional gaps to keep the company in sync with its market. The keystone that makes it all work is the frontline workforce. Frontline employees represent a company’s brand promise in the eyes of the customer. And when the front line delivers effectively, a company earns advocates. Nurturing happy, loyal customers in this way truly pays off: Loyal customers buy more products, stick around longer, cost less to serve and sing the company’s praises to friends and colleagues.

Our approach

An effectively integrated go-to-market system comprises dozens of capabilities that, together, build a bridge between a company’s strategy and the exceptional customer experiences that are the ultimate driver of customer advocacy and loyalty.

Creating an adaptive go-to market system

We find that companies with excellent go-to-market systems have the following capabilities in common:

  • They synchronize their operations with the ever-changing marketplace to accommodate industry disruptions, competitor moves and their own entry into adjacent markets.
  • They understand the needs of their target-customer, allowing them to deploy their sales resources to the highest-value opportunities within each customer segment, selling channel and geography.
  • And they establish simple, clear decision roles and processes—a major strength, particularly given that many companies’ sales and marketing efforts are stymied by slow decision making.

We work with client teams to diagnose their go-to-market functions, focusing on the keystone of an effective system—the front line. Our proprietary data-driven approach draws from extensive company surveys, interviews, and benchmarks. Based on the diagnosis, a company’s go-to-market system may require a tune-up or a complete overhaul.

Does your front line measure up? Learn what you need to ask about your company’s front line capabilities.

We develop insights that work for our clients. Our approach and recommendations are highly customized and lead to practical actions. Visit Bain Insights to read more, or stay current on the topics you care about most by downloading the Bain Insights app today.
Our team

We work as an integrated part of your team, from frontline to C-suite, to deliver true results and make the changes stick.

Our leadership team

  • Mark
  • Mark Kovac

    Leader of Bain's Global Go-to-Market Strategy group


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  • Lewis
  • Lewis Weinger

    Leader in Bain's Global Go-to-Market Strategy group


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  • Dianne
  • Dianne Ledingham

    Leader in Bain's Global Go-to-Market Strategy group


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  • Jason
  • Jason McLinn

    Leader in Bain's Global Go-to-Market Strategy group


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In addition to the leaders listed above, we have an extensive and diverse team of experts ready to serve the needs of clients worldwide. Please contact us to submit a business inquiry.