One of the positive outcomes of the tough market situation is that it has impelled companies to re think their go to market and candidly examine if they really do have a solid value proposition. Perhaps with the general slowing down, and hence perhaps less frenzied approach to selling, management has had the time to sit down and think hard, or, people have realized that if they can sharpen their market focus ( and hone capabilities now) it will stand them in good stead when the market looks up. Either ways, such an exercise can only help companies going ahead.
Now, doing such an introspection does not mean, as most think, making dramatic changes to your offerings, or shifting your focus areas etc. On the other hand, it often entails mapping your capabilities to the market need and taking an “outside-in” approach to addressing the market. It may also need you to stitch together all your capabilities to create solutions through which you can demonstrate a measurable or real business impact.
I met with a company recently that had done a neat job of integrating its capabilities into some interesting revenue enhancing possibilities for its target customers.
Another way to sharpen GTM is to localize your approach for different regions / countries. Here again, it is more about customizing your solutions and your message to make it more relevant to that market.
One pattern we have seen is that many emerging companies have noe taken a dual market approach- they target the US and India.
Third, there is a genuine interest in trying out online marketing initiatives. Online marketing is one of the best (and obviously cost effective ways) to try out focused campaigns and messaging.