MarCom 

GO-TO-MARKET PLAN FOR SALES & MARKETING (January 2024) 

Our GTM plan must harmonize with our target customer, specifically addressing the Chief Sustainability Officer's priorities.

All companies will be motivated by government regulation, but the more accurately we focus on our best prospects, the better our chances to deliver value and earn great testimonials.

SUMMARY FOR SALES

1. Build functions in our CRM for a regular cadence of outreach and multimedia touchpoints (Linkedin, trade events, online workshops, podcast, blog, PR interviews, etc)

2. Create ongoing "sales enablement" collateral for salespeople to deliver helpful, current, market-relevant information that positions us as a reliable partner team.

3. Research market AND individual prospect issues... build a case for our compatibility of commitment, culture, technical capabilities, fair value, and complete customer service

4. Content should show how we solve their specific pain points, whether it's carbon footprint reduction, supply chain transparency, or compliance with environmental regulations.

5. Demonstrate impact and ROI - Showcase success stories and case studies. 

Return on Investment (ROI) Analysis: Help CSOs understand the financial benefits of investing in your SaaS solution. Conduct a thorough ROI analysis that outlines cost savings, efficiency gains, and potential revenue increases resulting from improved sustainability practices. Demonstrate how your solution not only contributes to environmental goals but also delivers tangible business value.

6. Highlight the enthusiasm their own dedicated Account Management team will ensure that they stay compliant with evolving environmental regulations. Showcase features that assist in monitoring and reporting on sustainability metrics to meet legal requirements

Ensure flexibility and customization of tests and integrations with our team for their convenience.

7. Disclose our data security measures. Implement encryption, secure data storage, and compliance with relevant privacy regulations (such as GDPR).

MARKETING STRATEGY FOR INTERNAL CLARIFICATION:

Here are items for our product/market fit, differentiators, and strategic framework...

1. Ideal Customer Profile:

   - Size: Target mid to large-sized enterprises with intricate supply chains.

   - Industry Sector: Prioritize sustainability-centric industries like manufacturing, retail, and technology.

   - Map to our feature capabilities... time promotions to our rollout.

   - Complex Supply Chain: Tailor solutions for clients with diverse divisions and extensive vendor ecosystems.

   - Global Presence: Focus on companies operating in regions with stringent environmental regulations.

   - Map Regulation mandates with companies that prioritize those functions.

2. Culture and Sustainability Commitment:

   - Target companies culturally aligned with sustainability.

   - Assess commitment through mission statements, past sustainability awards, and technology adoption.

   - Prioritize clients with a track record in adopting innovative solutions and technology.

   - Are there any required or preferred tech or stacks we prefer to integrate with?

3. Current Tech Stack:

   - Evaluate existing tech stacks, emphasizing sustainability solutions.

   - Identify preferences and potential gaps for our platform to seamlessly fill.

4. Account Management Needs:

   - Offer robust onboarding tailored to diverse and complex supply chains.

   - Highlight customer service excellence, maintenance support, and co-promotion opportunities.

5. Positioned for Growth:

   - Target companies in growth mode, ready for transformative solutions.

   - Tailor marketing messages showcasing how our platform accelerates growth.

Assessment of Product/Market Fit:

1. Alignment with Sustainability Priorities:

   - Our platform directly addresses CSO concerns, offering solutions for reducing carbon footprint, ensuring compliance, and fostering circular economy practices.

   - Integrated with Impact Chain's Unified Trust-Centric Platform for End-to-End Sustainability Management.

2. Customization for Diverse Supply Chains:

   - The platform is flexible, tailoring to the unique needs of clients with varied divisions and extensive vendor ecosystems.

   - Advanced supply chain track and trace capabilities leverage patent-pending technology.

3. Global Compliance:

   - Our emphasis on ensuring compliance positions us as the go-to solution for companies in regions with stringent environmental mandates.

   - Trust-centric architecture ensures complete data integrity, verifiability, traceability & auditability.

4. Cultural Fit:

   - Highlight our commitment to sustainability, showcasing how our platform aligns with the client's brand mission.

   - Operationalize trust across your value chain with Impact Chain's collaboration platform.

5. Innovation and Technology Adoption:

   - Position our platform as cutting-edge, embracing innovation and technology, appealing to the CSO's preference for forward-thinking solutions.

   - Embeds key capabilities that drive and build greater trust and data-sharing plus collaboration within multi-stakeholder Sustainability ecosystems.

Strategic Recommendations:

1. Tailored Marketing Messages - On Linkedin and our Blog

   - Craft messages resonating with the CSO's focus on sustainability, innovation, and technology adoption.

   - Over a hundred Chief Sustainability Officers/leaders worldwide have spoken with us. They want a solution that goes beyond just reporting and addresses complex data coverage and data trust challenges across their value chain.

2. Partnership and Awards Showcase:  Highlight our sustainability awards and partnerships to build credibility.

3. Collaborative Onboarding Approach: Develop a collaborative onboarding process addressing unique needs of diverse supply chains.

4. Global Compliance Assurance:  Emphasize our commitment to ensuring global compliance, providing a competitive edge in regions with stringent environmental mandates.

5. Proactive Account Management: Strengthen account management for proactive support and long-term partnerships.

Key Differentiators:

1. Platform-first Approach:

   - Operationalize trust within complex multi-party ecosystems.

   - A Unified Trust-Centric Platform for End-to-End Sustainability Management.

2. Advanced Data Collaboration Platform:

   - Built on Distributed Trust Technology.

   - Patent-pending technology embeds key capabilities for greater trust and data-sharing.

3. Deep Multi-tier Traceability:

   - Across Complex Value Chains.

   - Advanced supply chain track and trace capabilities.

4. Complete Closed-loop Solution:

   - Supporting End-to-end Sustainability Management.

5. Improved Trust with Data Verifiability & Veracity Scoring:

   - Utilizing a secure, immutable ledger for financial-grade data integrity.

6. Flexible, Efficient, and Lower Total Cost-of-Ownership Solution:

   - Adaptable to varying needs with cost efficiency in mind.

7. Sustainability Solution Built by Sustainability Experts:

   - Developed by seasoned experts in the sustainability domain.

BEFORE WE TALK ABOUT US, WE MUST UNDERSTAND THEIR PRIORITIES:

Chief Sustainability Officer priorities and criteria to consider a SaaS vendor/partner like Impact Chain:

Environmental Impact: Evaluate the vendor's commitment to sustainability. This includes their own operations, data centers, and overall carbon footprint. Opt for vendors with green practices and a focus on reducing environmental impact.

Energy Efficiency: Assess the energy efficiency of the SaaS vendor's infrastructure. Opting for providers with energy-efficient data centers contributes to sustainability goals.

Data Security and Privacy Compliance: Ensure that the vendor adheres to strict data security and privacy standards. Compliance with regulations like GDPR and other data protection laws is critical for maintaining trust and meeting legal requirements.

Scalability and Flexibility: Choose a vendor that offers scalable solutions. This ensures that your organization can adapt and grow without compromising sustainability or efficiency.

Transparency: Prioritize vendors that provide transparency into their operations. This includes clear reporting on their sustainability initiatives, performance metrics, and adherence to industry standards.

Innovation and Technology Roadmap: Look for vendors that actively invest in innovative and sustainable technologies. This not only future-proofs your investment but also aligns with your commitment to staying at the forefront of sustainable practices.

Supplier Engagement: Assess the vendor's approach to working with its own suppliers. A commitment to responsible sourcing and ethical supply chain practices is a positive indicator.

Collaborative Partnership: Seek a vendor that views the relationship as a partnership. This includes ongoing communication, support, and collaboration to achieve shared sustainability goals.

Employee Training and Engagement: Evaluate the vendor's efforts in training and engaging its employees in sustainability practices. A socially responsible vendor will extend these principles internally.

Disaster Recovery and Business Continuity: Ensure that the vendor has robust disaster recovery and business continuity plans. This not only safeguards your data but also contributes to overall sustainability by preventing data loss and service interruptions.

Community Engagement: Look for vendors engaged in community sustainability initiatives. A vendor actively involved in community projects demonstrates a commitment beyond its business operations.

Remember, a strong partnership is built on shared values and a mutual commitment to sustainability. It's beneficial to engage in open conversations with potential vendors

OLD PROSPECT CRITERIA & REFERENCES

Role: CSO, CMO

Size: Small = $100m - $5B

Sectors - with Customer Summaries

Customers chose us for our entire platform as they start at different places with an intent to expand to other material topics and see us as their tech partner for their Sustainability journey.

A few examples are below. More at: https://copperwire.io/case-studies

Food / Beverage 

HQO - Leading supplier of herbs and spices in North America - see website under case studies - say in addition, we help them track and report on Sustainability metrics from emissions to human rights compliance across their value chain involving multiple supply chains covering 22 ingredients that go into the product they sell to companies like Costco and MCormick

Diageo (working closely with) -  Global Alcoholic Beverages  - we are helping them with their entire data management needs across all material topics for compliance, audit and regulatory reporting and stakeholder communication needs - including supporting their 10 year Sustainability vision called "Society 2030'

Consumer Goods

Avacado  - leading organic mattress brand in US -see website under case studies - say in addition, we help them track and report on Sustainability metrics from emissions to human rights compliance across their value chain involving multiple supply chains covering various raw materials incl. wool, latex and cotton

Fashion 

         Aditya Birla Fashion Retail  (working closely with) - $82B Fashion powerhouse and market leader in India  Helping with their circularity vision involving full multi-tier waste traceability across all their facilities

Others?

? - Threads of Harman - Entire Suite - Traceability >> Consumer Product Engagement

? -  Coke

? - Tata

Other Criteria

Complex supplier resources - amount and diverse locations

Locations with more regulations - Their offices/markets, where they source from, and global market positioning

EU

California

NY

MA

more...

Problems we solve

• • Verify data

  • Meeting mandates

  • Accounting requirements

  • Confidence for marketing momentum

QUESTION to focus the paths to our promise AND process:

For our "Advance Press Release" (Like Bezos creates to focus and inspire his team to prepare the right sales stories) - What are the most likely steps that our ICPs will take on their journey with ImpactChain? There will be a few versions of likely starting points... but we should "Brand" name and define) how we accommodate their first reasons (with the specific problems we help them solve) ... then, of course, there will be related functions for the next steps towards our promise of CUSTOMER SUCCESS.

Tieing these together for our reputation as an end-to-endless solution partner using the below infographic and concepts...