{"id":5412,"date":"2022-07-10T13:48:22","date_gmt":"2022-07-10T11:48:22","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=5412"},"modified":"2022-07-10T13:48:22","modified_gmt":"2022-07-10T11:48:22","slug":"go-to-market-strategie","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/go-to-market-strategie\/","title":{"rendered":"Go-to-market strategie \u2013 jak spr\u00e1vn\u011b oslovit c\u00edlov\u00e9 z\u00e1kazn\u00edky?"},"content":{"rendered":"<p dir=\"ltr\"><strong>V p\u0159\u00edpad\u011b, \u017ee pl\u00e1nujete na trh vstoupit s nov\u00fdm produktem, je pro jeho \u00fasp\u011b\u0161n\u00fd prodej d\u016fle\u017eit\u00e9 za\u0159adit do podnikatelsk\u00e9ho pl\u00e1nu i tzv. GTM strategii. Go-to-market strategie je ak\u010dn\u00ed pl\u00e1n, kter\u00fd se soust\u0159ed\u00ed na c\u00edlov\u00e9 z\u00e1kazn\u00edky.\u00a0<\/strong><\/p>\n<p dir=\"ltr\">Vytvo\u0159en\u00ed GTM strategie poskytuje podnikatel\u016fm kl\u00ed\u010dov\u00e9 informace \u2013 zobrazuje cestu k c\u00edlov\u00e9mu z\u00e1kazn\u00edkovi s ohledem na konkurenci, cenu i celkovou distribuci. Mimo jin\u00e9 objas\u0148uje, jak\u00fd je d\u016fvod uveden\u00ed produktu na trh, kdo je c\u00edlov\u00e1 skupina z\u00e1kazn\u00edk\u016f a jak\u00e9 taktiky pou\u017e\u00edt, aby si produkt z\u00e1kazn\u00edci zakoupili. Jak vytvo\u0159it ide\u00e1ln\u00ed GTM strategii se dozv\u00edte v n\u00e1sleduj\u00edc\u00edch \u0159\u00e1dc\u00edch.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Obsah<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2077018fe39\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #666666;color:#666666\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #666666;color:#666666\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2077018fe39\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/orangeacademy.cz\/clanky\/go-to-market-strategie\/#Ucel_Go-to-market_strategie\" >\u00da\u010del Go-to-market strategie<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/orangeacademy.cz\/clanky\/go-to-market-strategie\/#Vyhody_ktere_prinasi_Go-to-market_strategie\" >V\u00fdhody, kter\u00e9 p\u0159in\u00e1\u0161\u00ed Go-to-market strategie<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/orangeacademy.cz\/clanky\/go-to-market-strategie\/#Jak_pripravit_uspesnou_go-to-market_strategii\" >Jak p\u0159ipravit \u00fasp\u011b\u0161nou go-to-market strategii?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/orangeacademy.cz\/clanky\/go-to-market-strategie\/#Go-to-market_strategie_%E2%80%93_produkt\" >Go-to-market strategie \u2013 produkt<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/orangeacademy.cz\/clanky\/go-to-market-strategie\/#Go-to-market_strategie_%E2%80%93_prodej\" >Go-to-market strategie \u2013 prodej<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/orangeacademy.cz\/clanky\/go-to-market-strategie\/#Go-to-market_strategie_%E2%80%93_tymova_spoluprace\" >Go-to-market strategie \u2013 t\u00fdmov\u00e1 spolupr\u00e1ce<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Ucel_Go-to-market_strategie\"><\/span>\u00da\u010del Go-to-market strategie<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\">Go-to-market strategie <strong>p\u0159edstavuje ak\u010dn\u00ed pl\u00e1n.<\/strong> Pou\u017e\u00edv\u00e1 se nejen p\u0159i vstupu s nov\u00fdm produktem na existuj\u00edc\u00ed trh, ale i p\u0159i vstupu na zcela nov\u00fd trh. Jej\u00edm \u00fa\u010delem je zm\u00edrnit rizika a zv\u00fd\u0161it n\u00e1vratnost investice. Pomoc\u00ed Go-to-market strategie lze vytvo\u0159it podm\u00ednky, kter\u00e9 <strong>jsou nezbytn\u00e9 pro \u00fasp\u011b\u0161n\u00e9 uveden\u00ed produktu na trh.<\/strong><\/p>\n<p dir=\"ltr\">P\u0159i spr\u00e1vn\u00e9m proveden\u00ed Go-to-market strategie doch\u00e1z\u00ed ke slad\u011bn\u00ed v\u0161ech faktor\u016f, kter\u00e9 tento proces po\u017eaduje. Zajist\u00ed pln\u011bn\u00ed \u010dasov\u00e9ho pl\u00e1nu a vytvo\u0159\u00ed cestu k \u00fasp\u011bchu na trhu. \u010casto se Go-to-market strategie popisuje jako<strong> konkr\u00e9tn\u011bj\u0161\u00ed verze marketingov\u00e9ho pl\u00e1nu.\u00a0<\/strong><\/p>\n<p dir=\"ltr\">Spole\u010dnosti, kter\u00e9 cht\u011bj\u00ed vytvo\u0159it \u00fasp\u011b\u0161nou strategii GTM, mus\u00ed zn\u00e1t sv\u00e9 pracovn\u00edm prost\u0159ed\u00ed a p\u0159edev\u0161\u00edm c\u00edlov\u00fd trh. Nov\u00e9 pracovn\u00ed postupy by m\u011bly b\u00fdt jasn\u011b definov\u00e1ny. V neposledn\u00ed \u0159ad\u011b je d\u016fle\u017eit\u00e9 vytvo\u0159it samotn\u00fd syst\u00e9m pro \u0159\u00edzen\u00ed Go-to-market strategie.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Vyhody_ktere_prinasi_Go-to-market_strategie\"><\/span>V\u00fdhody, kter\u00e9 p\u0159in\u00e1\u0161\u00ed Go-to-market strategie<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\">Vytvo\u0159en\u00edm Go-to-market strategie <strong>z\u00edsk\u00e1te jasn\u011b definovan\u00fd pl\u00e1n a sm\u011br pro v\u0161echny z\u00fa\u010dastn\u011bn\u00e9 strany.<\/strong> S jasn\u011b definovan\u00fdm pl\u00e1nem se zkracuje doba uveden\u00ed produktu na trh. Naopak se zvy\u0161uje \u0161ance na \u00fasp\u011b\u0161n\u00e9 <a href=\"https:\/\/orangeacademy.cz\/clanky\/affiliate-marketing-co-to-je\/\" target=\"_blank\" rel=\"noopener\">uveden\u00ed produktu nebo slu\u017eby na trh<\/a>. <strong>Sni\u017euje se pravd\u011bpodobnost dodate\u010dn\u00fdch n\u00e1klad\u016f,<\/strong> kter\u00e9 by mohly vzniknout ne\u00fasp\u011b\u0161n\u00fdm uveden\u00edm produktu na trh.<\/p>\n<blockquote>\n<p dir=\"ltr\"><em>S Go-to-market strategi\u00ed m\u00e1te mnohem lep\u0161\u00ed schopnost rychle reagovat na zm\u011bny nebo p\u0159\u00e1n\u00ed z\u00e1kazn\u00edk\u016f.<\/em><\/p>\n<\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"Jak_pripravit_uspesnou_go-to-market_strategii\"><\/span>Jak p\u0159ipravit \u00fasp\u011b\u0161nou go-to-market strategii?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\">Samotn\u00e9 go-to-market strategii p\u0159edch\u00e1z\u00ed pr\u016fzkum trhu. D\u016fle\u017eit\u00e9 je shrom\u00e1\u017edit informace a odpov\u011bd\u011bt si na ot\u00e1zky ohledn\u011b va\u0161eho nov\u00e9ho produktu.<\/p>\n<ul>\n<li>\n<p dir=\"ltr\"><strong>Jak\u00e1 je na\u0161e c\u00edlov\u00e1 skupina?<\/strong><\/p>\n<\/li>\n<li>\n<p dir=\"ltr\"><strong>Jak\u00fd je \u00fa\u010del na\u0161eho v\u00fdrobku?<\/strong><\/p>\n<\/li>\n<li>\n<p dir=\"ltr\"><strong>Kdo je na\u0161e konkurence?<\/strong><\/p>\n<\/li>\n<li>\n<p dir=\"ltr\"><strong>Kde, jak a za kolik bude n\u00e1\u0161 produkt prod\u00e1v\u00e1n?<\/strong><\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\">Po \u00fasp\u011b\u0161n\u00e9m sb\u011bru informac\u00ed se m\u016f\u017eete pustit do p\u0159\u00edpravy GTM strategie. Bohu\u017eel jeden univerz\u00e1ln\u00ed n\u00e1vod neexistuje. Je v\u0161ak d\u016fle\u017eit\u00e9 dr\u017eet se doporu\u010den\u00fdch krok\u016f.<\/p>\n<p dir=\"ltr\">V prvn\u00ed \u0159ad\u011b je dobr\u00e9 si <strong>ujasnit pro\u010d produkt na trh uv\u00e1d\u00edte.<\/strong> Jak produkt zapad\u00e1 do va\u0161\u00ed obchodn\u00ed strategie, a pro\u010d je dobr\u00e9 jej p\u0159edstavit zrovna v dan\u00e9 dob\u011b. D\u00e1le je d\u016fle\u017eit\u00e9 si hned na za\u010d\u00e1tku stanovit, co od uveden\u00ed na trh o\u010dek\u00e1v\u00e1te.<\/p>\n<p dir=\"ltr\">V druh\u00e9m kroku je d\u016fle\u017eit\u00e9 si rozmyslet, jak\u00fdm zp\u016fsobem oslovit potenci\u00e1ln\u00ed z\u00e1kazn\u00edky. Odpov\u011bd\u011bt si na ot\u00e1zku, pro\u010d by se zrovna oni m\u011bli o v\u00e1\u0161 produkt zaj\u00edmat a \u010d\u00edm se li\u0161\u00edte od konkurence. <strong>P\u0159em\u00fd\u0161lejte dop\u0159edu, jak chcete, aby se z\u00e1kazn\u00edk choval p\u0159i n\u00e1kupu produktu.<\/strong> Vn\u00edm\u00e1n\u00ed produktu z\u00e1kazn\u00edkem je tak\u00e9 velmi d\u016fle\u017eit\u00e1 slo\u017eka GTM strategie.<\/p>\n<blockquote>\n<p dir=\"ltr\"><em>C\u00edlem druh\u00e9 f\u00e1ze je p\u0159edstava o pozici produktu na trhu a jeho prezentace.<\/em><\/p>\n<\/blockquote>\n<p dir=\"ltr\">T\u0159et\u00ed f\u00e1z\u00ed je samotn\u00e1 cena. <strong>Cenov\u00e1 strategie je jednou z kl\u00ed\u010dov\u00fdch \u010dinnost\u00ed uv\u00e1d\u011bn\u00ed produktu na trh<\/strong> a odr\u00e1\u017e\u00ed \u00fasp\u011bch ka\u017ed\u00e9ho podnikatele. Stanoven\u00ed ceny se propl\u00e9t\u00e1 celou GTM strategi\u00ed i dal\u0161\u00edmi odv\u011btv\u00edmi \u2013<a href=\"https:\/\/orangeacademy.cz\/kurzy-marketingu\" target=\"_blank\" rel=\"noopener\"> marketing<\/a>, prodej, PR. D\u016fle\u017eit\u00e9 je pro stanoven\u00ed ceny uv\u011bdom\u011bn\u00ed, zda p\u0159edstavujete luxusn\u00ed produkt, nebo se vyd\u00e1te bojovat s konkurenc\u00ed ni\u017e\u0161\u00ed cenou. Cenu nejl\u00e9pe stanov\u00edte anal\u00fdzou cen konkurence.<\/p>\n<p dir=\"ltr\">\u010ctvrt\u00fdm krokem je ur\u010dit\u011b kvalitn\u00ed marketing. Chcete p\u0159eci, aby se potenci\u00e1ln\u00ed z\u00e1kazn\u00edci o va\u0161em nov\u00e9m produktu dozv\u011bd\u011bli. Stanovte si rozpo\u010det, kter\u00fd pl\u00e1nujete na uveden\u00ed a n\u00e1slednou propagaci produktu vynalo\u017eit. Polo\u017ete si ot\u00e1zky<strong>, jak\u00fdm zp\u016fsobem oslovit potenci\u00e1ln\u00ed z\u00e1kazn\u00edky?<\/strong> Kam informace o sv\u00e9m produktu um\u00edst\u00edte? Jak sv\u016fj nov\u00fd produkt zviditeln\u00edte? Zp\u016fsob\u016f je hned n\u011bkolik \u2013 propagace formou placen\u00e9 reklamy v televizi nebo na internetu, \u00fa\u010dast na akc\u00edch, let\u00e1ky, bro\u017eury.<\/p>\n<div id=\"attachment_5415\" style=\"width: 940px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5415\" class=\"wp-image-5415 size-large\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/06\/AdobeStock_340846057-930x523.jpeg\" alt=\"GTM strategie\" width=\"930\" height=\"523\" \/><p id=\"caption-attachment-5415\" class=\"wp-caption-text\">GTM strategie je d\u016fle\u017eitou sou\u010d\u00e1st\u00ed uveden\u00ed nov\u00e9ho produktu na trh.<\/p><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Go-to-market_strategie_%E2%80%93_produkt\"><\/span>Go-to-market strategie \u2013 produkt<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p dir=\"ltr\">Jedn\u00edm z typ\u016f GTM strategie je zam\u011b\u0159en\u00ed na samotn\u00fd produkt. Tento typ strategie se<strong> zam\u011b\u0159uje na z\u00edsk\u00e1v\u00e1n\u00ed a udr\u017een\u00ed sv\u00fdch z\u00e1kazn\u00edk\u016f pomoc\u00ed kvalitn\u00edho produktu.<\/strong> Produkt se nab\u00edz\u00ed velmi \u010dasto k vyzkou\u0161en\u00ed nap\u0159. <a href=\"https:\/\/orangeacademy.cz\/clanky\/vernostni-program\/\" target=\"_blank\" rel=\"noopener\">formou bezplatn\u00e9 verze,<\/a> aby se z\u00e1kazn\u00edci o kvalit\u011b p\u0159esv\u011bd\u010dili sami.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Go-to-market_strategie_%E2%80%93_prodej\"><\/span>Go-to-market strategie \u2013 prodej<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p dir=\"ltr\">Tento typ strategie se zam\u011b\u0159uje na samotn\u00fd prodej. C\u00edlem pro <strong>z\u00edsk\u00e1v\u00e1n\u00ed a udr\u017een\u00ed z\u00e1kazn\u00edk\u016f nen\u00ed samotn\u00fd produkt, ale prodejn\u00ed t\u00fdm.<\/strong> Spole\u010dnosti se t\u00edmto typem strategie dost\u00e1vaj\u00ed k z\u00e1kazn\u00edk\u016fm bl\u00ed\u017e. Poskytuj\u00ed asistence a pom\u00e1haj\u00ed s ka\u017edou f\u00e1z\u00ed jejich n\u00e1kupu.<\/p>\n<p dir=\"ltr\">Zvolit spr\u00e1vnou GTM strategii je velmi d\u016fle\u017eit\u00e9. Obecn\u011b se doporu\u010duje zvolit produktovou strategii t\u011bm, kte\u0159\u00ed maj\u00ed svou vlastn\u00ed zna\u010dku a c\u00edl\u00ed na jednotlivce nebo mal\u00e9 spole\u010dnosti. Prodejn\u00ed strategii vyu\u017e\u00edvaj\u00ed p\u0159edev\u0161\u00edm firmy, kter\u00e9 nab\u00edz\u00ed komplexn\u00ed produkt, kter\u00fd je ur\u010den\u00fd pro velk\u00e9 spole\u010dnosti.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Go-to-market_strategie_%E2%80%93_tymova_spoluprace\"><\/span>Go-to-market strategie \u2013 t\u00fdmov\u00e1 spolupr\u00e1ce<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p dir=\"ltr\">Vytvo\u0159en\u00ed <strong>GTM strategie vy\u017eaduje t\u00fdmovou spolupr\u00e1ci.<\/strong> Komunikace p\u0159i vytv\u00e1\u0159en\u00ed \u00fasp\u011b\u0161n\u00e9ho produktu nebo slu\u017eeb je nezbytn\u00e1. Dokumenty, kter\u00e9 jako t\u00fdm vytvo\u0159\u00edte, mus\u00ed b\u00fdt snadno p\u0159\u00edstupn\u00e9 v\u0161em \u010dlen\u016fm t\u00fdmu. Ide\u00e1ln\u00edm pomocn\u00edkem je nap\u0159.<a href=\"https:\/\/orangeacademy.cz\/clanky\/nastroje-pro-online-setkani\/\" target=\"_blank\" rel=\"noopener\"> Microsoft Teams.<\/a> Dokumenty m\u016f\u017eete p\u0159id\u00e1vat rovnou do konverzace, aby byly viditeln\u00e9 v\u0161em koleg\u016fm. V r\u00e1mci MS Teams si lze vytvo\u0159it speci\u00e1ln\u00ed kan\u00e1l pro pr\u016fzkum trhu a druh\u00fd pro zah\u00e1jen\u00ed GTM strategick\u00e9ho pl\u00e1nu.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>V p\u0159\u00edpad\u011b, \u017ee pl\u00e1nujete na trh vstoupit s nov\u00fdm produktem, je pro jeho \u00fasp\u011b\u0161n\u00fd prodej d\u016fle\u017eit\u00e9 za\u0159adit do podnikatelsk\u00e9ho pl\u00e1nu i tzv. GTM strategii. Go-to-market strategie je ak\u010dn\u00ed pl\u00e1n, kter\u00fd se soust\u0159ed\u00ed na c\u00edlov\u00e9 z\u00e1kazn\u00edky.\u00a0 Vytvo\u0159en\u00ed GTM strategie poskytuje podnikatel\u016fm kl\u00ed\u010dov\u00e9 informace \u2013 zobrazuje cestu k c\u00edlov\u00e9mu z\u00e1kazn\u00edkovi s ohledem na konkurenci, cenu i celkovou [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":5414,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[65,66,46,321],"class_list":["post-5412","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-online-marketing","tag-prace","tag-prodej"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Go-to-market strategie \u2013 jak spr\u00e1vn\u011b oslovit c\u00edlov\u00e9 z\u00e1kazn\u00edky?<\/title>\n<meta name=\"description\" content=\"Do podnikatelsk\u00e9ho pl\u00e1nu je d\u016fle\u017eit\u00e9 za\u0159adit tzv. 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