State the purpose of the organisation that gives continued steerage and helps identify the proper strategic aims. Think, as an example, of Google’s imaginative and prescient “to organise the world’s info and make it universally accessible and useful”. When designing your go-to-market strategy, determine what market segment you’re concentrating on, your worth drivers and your pricing strategy. As your company matures and grows, there’s room to branch out into new niche markets either with the same service or new ones. However, essentially the most worthwhile companies solidify their place with one particular market first. Similarly, a medical product manufacturer can’t outsource its customer support to only any contact center.