The Key Strenghs of a Go-to-Market Leader and How to Identify Them in Your Team 

In the competitive landscape of IT services, particularly for integrators implementing Microsoft’s ERP Business Central in the Agro-Food industry, standing out is a challenge. Your target clients demand expertise, value, and tailored solutions. However, many  integrators leaders face a pressing dilemma: how to market their offering effectively without a dedicated Go-to-Market (GTM) or marketing team? 

The good news? You don’t necessarily need to recruit externally. You may already have someone within your existing team who can take on the essential Go-to-Market responsibilities. This article explores the key strenghs to look for in a GTM leader and how you can empower them to drive measurable business impact. 

Why Your Business Needs a Go-to-Market Strategy 

The Agro-Food industry is undergoing significant digital transformation, and implementing ERP solutions like Microsoft Business Central can give your clients a competitive edge. However, to convince these businesses to adopt your services, you need a precise go-to-market strategy that addresses their unique needs: 

• Complex buying decisions: Agro-Food clients have specific requirements regarding traceability, compliance, and production optimization. 

• Competitive pressure: Many ESNs target the same verticals, making differentiation essential. 

• Revenue growth goals: A structured approach ensures quicker sales cycles, improved customer acquisition, and sustained profitability. 

Key Strenghs to Look for in a Go-to-Market Leader 

Rather than recruiting a new manager, identify someone in your team who demonstrates the following capability. This individual can grow into the Go-to-Market role and help bridge the gap between your service offering and client expectations. 

1. Strategic Vision: Someone who understands both the market dynamics and your business strengths. They align your service offering with client needs to position your company as a leader. 

• Example: Highlighting how Microsoft Business Central enhances supply chain traceability for food production. 

2. Client-Centric Approach: A team member who naturally listens to clients, understands their pain points, and focuses on delivering tailored solutions. 

3. Analytical Thinking: Look for someone comfortable with numbers and data. This person should analyze market trends, client feedback, and performance metrics to make informed decisions. 

4. Cross-Team Collaboration: A strong candidate works well across departments (sales, technical, and delivery teams), fostering alignment and collaboration. 

5. Creativity and Innovation: Identify someone who thinks outside the box, creates compelling offers, and designs campaigns that resonate with Agro-Food clients. 

6. Resilience and Adaptability: The ideal GTM leader can adapt to changes quickly, whether it’s market feedback or shifting business priorities. 

How to Empower an Internal Go-to-Market Leader 

As a leader, your role is to identify, guide, and empower this individual so they can succeed in their new responsibilities. Here’s how you can help: 

1. Set Clear Objectives: Provide a clear vision of your growth goals, target audience, and value propositions. 

• Example: “We want to increase our market share in mid-sized Agro-Food manufacturers over the next 12 months.” 

2. Provide Training and Resources: Equip them with the knowledge and tools they need to succeed, such as: 

• Training on Microsoft Business Central’s latest features. 

• Tools like CRM systems, analytics dashboards, and case study templates. 

• Access to external resources, such as GTM best practices and market research. 

3. Foster Collaboration: Ensure they have the support of sales, delivery, and technical teams. Facilitate regular check-ins to align on priorities and progress. 

4. Encourage Creativity: Allow room for experimentation. Let them test new ideas, like webinars, case studies, or targeted campaigns. 

5. Set Metrics for Success: Track their progress using clear, measurable KPIs: 

• Customer Acquisition: Number of new contracts and reduced sales cycles. 

• Revenue Growth: Increase in revenue from the Agro-Food segment. 

• Customer Feedback: Improved client satisfaction and engagement. 

• Campaign ROI: Performance of initiatives, such as events, content marketing, or digital ads. 

6. Provide Ongoing Feedback: Regularly review their performance, celebrate successes, and provide constructive feedback to help them grow. 

How to Measure Their Impact 

Transitioning an internal team member into a GTM leader is an investment, and you need to measure the results. Here’s what to monitor: 

1. New Business Wins: Has this person helped secure new contracts or retain existing clients? 

2. Revenue and Profitability: Are your offers generating measurable growth? 

3. Client Engagement: Are clients better understanding and appreciating your services? 

4. Internal Efficiency: Has alignment across sales, delivery, and technical teams improved? 

5. Campaign Success: Are their initiatives (like case studies, events, or content) driving visibility and leads? 

Conclusion: Leveraging Your Existing Talent 

For integrators leaders implementing Microsoft Business Central in the Agro-Food industry, marketing cannot be an afterthought. You don’t always need to hire a Go-to-Market Manager externally. By identifying someone within your existing team who demonstrates the right skills and mindset, you can empower them to take ownership of your go-to-market strategy. 

With your guidance, training, and a clear framework for success, this internal leader can help your ESN stand out in the competitive Agro-Food market, drive revenue, and position your business as a trusted partner for ERP implementation. 

Don’t overlook the talent you already have – take the first step today to build a strong go-to-market approach from within. 

Emeline Guzzon, Go-to-market manager at Bricklead, co-created with AI.  
 
This content was enhanced through collaboration with a generative AI, and it reflects  author’s own analysis and expertise on the topic.