I have used these steps in building a Roadmap to Market for several Clients since 2009. They  are part of my methodology to draft marketing plan in B2B and Startup.

Dear Fellow Innovator,

The problem with building a marketing plan today, is that the Marketing itself has reached a very high degree of maturity. There are thousand of models, theories and best practices around, that make really hard make up your mind and set the backbone steps of your next actions.

In industrial business and Startup environment I have come up to a framework that I use over and over, sometime refining with new ideas, but that has proven effective both as a guide to build a marketing plan and as a communication tool upon which discuss and agree the go to market moves with my Clients.

The basic steps are as follows:

1) Define the Business Model (ref: Business Model Canvas 2.0)

2) Size the market and competition (ref: Classic Marketing)

3) Choose the Positioning and Brand (ref: the 22 immutable Laws of Marketing)

4) Design the Lead Generation Funnel ( ref: the Sales Carousel )


The last step, about Lead Generation, can be further refined as follows:

4.1) Clients Segmentation, Client Sampling (ref: 4 buyer’s decision processes)

4.2) Demand triggers identification ( ref: the job to be done SCOR model)

4.3) Map of the Buyer’s Journey (ref: the 4 buyer’s decision processes)

4.4) Persuasion Plan design & Quick Wins launch (ref: the 6 M of Communication )

Here I use a “Desk” or in-house preparation and a “Field” phase of personal interviews, aimed at collecting un-biased Prospects facts that can amend and refine the Desk initial thoughts and idea.

Every Marketing plan has its own characteristics. So it is even not worth to go down into to much details. But if you follow the above Roadmap, iterating a few times in order to make converge a viable course of actions, you should be able to build your go to market on a backbone of sound key ideas and facts.

Then, only the Customer can validate your guess.



To know more about how I applied this to refine the go to market of industrial businesses, launch new products, maximize aftermarket potential, just give me a call at: +44 7491 164 097

Or drop me a line at info@business-exploration, without any obligation.







The Roadmap to Market,

a methodology to design your go to market

Little nightly thoughts

by Business Exploration®

Read more about marketing innovation,

Ask for our free booklets: here

How to build a

marketing plan?

Follow these 4 steps

The Roadmap to Market is dangerous

Contact: t: +44 7491 164 097 - e: info@business-exploration.com


www.business-exploration.com  -  P.I. 05998900483  -  © 2016 - all rights reserved 

Office: via 8 marzo, 22 - 50051 - Castelfiorentino - Tuscany - Italy

16 Perham Road - W14 9ST - London - UK

You can also find us c/o IF-Milano - Coworking space - via Torre, 29 - 20143 - Milano

Puzzled by your

Marketing Plan?

Get our free booklet:   

Roadmap to Market







And discover our




Satisfied or Reimbursed

Rettangolo arrotondato:

Join my mailing list:

* indicates required

Our Newsletter reaches 2200 professionals in 47 nations, with the ambition to offer alternative points of view and a relax break to our readers.