Maximize Go-to-Market Initiatives with SAP
Spadoom Editorial
Growing in a competitive market is never easy, but a well-planned go-to-market (GTM) strategy makes the difference between a product that gains traction and one that stalls at launch. SAP offers a set of tools that help businesses synchronise their commercial goals, reach the right audience, and measure results — all from within a connected technology ecosystem.
What is a go-to-market strategy?
A go-to-market strategy is the plan a company follows to bring a product or service to market. It covers target audience definition, messaging, pricing, distribution channels, and the sales and marketing activities required to generate demand.
A strong GTM strategy answers three core questions:
- Who is the target customer?
- How will you reach them?
- Why should they choose your product over alternatives?
Without clear answers, even the best product risks being overlooked. SAP provides the data, automation, and analytics capabilities that help teams answer these questions with confidence.
How SAP supports go-to-market execution
SAP’s Customer Experience (CX) portfolio and Business Technology Platform (BTP) offer several capabilities that map directly to GTM activities:
Customer data and segmentation
SAP Customer Data Platform (CDP) unifies customer profiles across touchpoints — web, mobile, in-store, and call centre. With a single view of the customer, marketing teams can segment audiences more precisely and tailor campaigns to the right groups.
Campaign management
SAP Emarsys provides marketing automation for personalised, multi-channel campaigns. Teams can plan, execute, and optimise email, SMS, push notification, and social campaigns from one platform — with built-in AI to suggest timing, content, and audience segments.
Sales enablement
SAP Sales Cloud gives sales teams real-time visibility into pipeline, accounts, and activities. When marketing generates leads through GTM campaigns, sales reps can follow up immediately with full context on what the lead engaged with.
Commerce execution
SAP Commerce Cloud supports both B2B and B2C commerce, so businesses can launch new products or enter new markets with a storefront that handles product catalogues, pricing, promotions, and order management out of the box.
Analytics and optimisation
SAP Analytics Cloud connects data from across the CX suite, giving GTM teams dashboards and reports that track campaign performance, pipeline velocity, and revenue attribution. This visibility makes it possible to adjust strategy in real time rather than waiting for end-of-quarter reviews.
Practical steps to get started
- Define your target segments — Use SAP CDP to identify and prioritise the customer segments most likely to convert.
- Align marketing and sales — Connect SAP Emarsys and SAP Sales Cloud so that leads flow directly from campaign engagement to sales follow-up.
- Set measurable goals — Define KPIs for each stage of the funnel: awareness, consideration, conversion, and retention.
- Launch and iterate — Use SAP Analytics Cloud to monitor results and refine your approach with each cycle.
Why it matters
A go-to-market strategy is only as strong as the tools and data behind it. SAP’s connected ecosystem removes the silos between marketing, sales, and commerce — giving teams a shared view of the customer and a common set of metrics to work from. The result: faster execution, better targeting, and more predictable revenue.
If you are planning a product launch, entering a new market, or looking to improve the return on your marketing spend, get in touch with Spadoom to explore how SAP can support your go-to-market initiatives.