NOTEWORTHY Insights for Founders
Dr. Martin Alexander Gershon, Managing Partner and Chief Strategy Officer Endeavor Venture Group, Editor-in-Chief Partnering for BetterHealth Newsletter
ENDEAVOR VENTURE GROUP NOTEWORTHY ARTICLES
Endeavor Venture Group Noteworthy Articles are short news articles that spotlight important innovation that is disrupting the healthcare system and improving patient outcomes.
Our goal is to foster an open source community of collaboration between industry, entrepreneur founders, healthcare professionals, and investors.
As a subscriber you’ll receive insights about the remarkable innovations in emerging Healthcare Startups, Investments from Venture Capital, Insights for Founders on Capital Raising and the Go-to-Market Growth Strategies. Each week we look to bring to our readership a vision of the future as disruptive AI and other cutting-edge technologies are integrated into the healthcare system.
How to Build a Strong Go-to-Market Strategy: Part 2
The Endeavor research team is thrilled to continue our series Essential Insights for Founders. Today, we’re focusing on the critical task of crafting an effective go-to-market strategy. Whether you’re an early-stage entrepreneur or an experienced founder, mastering these steps is key to boosting your market presence and achieving sustainable growth.
In this second iteration of the series, the team has focused on the steps to effectively understand and engage with your target audience. By mapping the buyer’s journey and embracing a customer-centric approach, businesses can guide prospects from awareness to advocacy. Selecting the right sales strategy—whether self-service, inside sales, field sales, or channel sales—ensures alignment with your product's complexity and goals. Creating demand through a mix of inbound and outbound efforts keeps your pipeline active, while SEO-driven content marketing educates and attracts prospects at every stage. Together, these efforts lay the groundwork for sustained growth and customer loyalty
Read more about it here.
Here's What Stands Out:
🛤️ Understand the Buyer’s Journey
Map your buyer’s linear journey: identifying a problem, exploring solutions, and making a decision. Shift from a funnel approach to a customer-centric flywheel model: attract, engage, and delight. This holistic strategy nurtures leads into loyal customers and active promoters who drive growth.
⚙️ Select the Right Sales Strategy
Choose a model that aligns with your product and goals. Self-service fits low-cost, high-volume products, while inside sales works for medium complexity. Field sales handles high-ticket, complex solutions, and channel sales is cost-efficient with strong partnerships. Consider complexity, scalability, and cost when deciding.
📣 Build Awareness with Inbound and Outbound Efforts
Generate demand through inbound strategies like content, social media, and paid ads or outbound methods like cold calls, emails, and event outreach. Align efforts to attract prospects, start conversations, and guide leads into the sales funnel.
✍️ Create Content to Drive Inbound Leads
Leverage SEO-driven content marketing to attract and educate prospects. Build a cycle of keyword research, content creation, and promotion. Develop targeted content for each stage of the buyer’s journey to convert educated, engaged leads into loyal customers
Mastering these elements is crucial for startup success. This enhances market fit and aligns better with investors and partners. A solid go-to-market strategy fosters better decision-making, impactful market entry, and scalable growth.
What Do You Think?
How do you think a well-defined go-to-market strategy impacts a startup’s growth trajectory? What benefits do you see in having a clear and actionable plan for market entry? Share your thoughts or experiences. 💬
🔄 If you found this insightful, please like and share to keep the conversation going!
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About the Editor-in-Chief
Dr. Martin Alexander Gershon, Managing Partner & Chief Strategy Officer, Endeavor Venture Group; Editor-in-Chief, Endeavor Partnering for BetterHealth Newsletter
Dr. Martin Alexander Gershon, MD, JD, MPH is the Managing Partner and Chief Strategy Officer of Endeavor Venture Group, Advisor to Fortune 500 Companies and Emerging AI and Biotechnology Startups, Senior Investor-in-Residence and Senior Lead Mentor-in-Residence at Techstars, Advisor to the White House Moonshot CancerX Accelerator Program, and recognized by LinkedIn as a “Top Voice” in Venture Capital, Capital Raising, and Entrepreneurship.
He has been honored by S&P as a designated Top 100 “Healthcare Industry Leader”, and has been featured on CNBC and in numerous conferences and publications as one of the leading healthcare investors, strategists, and futurists in the commercialization of healthcare innovation, always “skating to where the puck is going, not where it is.”
Dr. Gershon is the architect of Endeavor's thriving ecosystem of partnerships and thought leaders that comprise the Endeavor Venture Capital, Growth Strategy, and Communications and Media Groups. The strength of the ecosystem is found in the synergies in using real world experience to make prescient, future facing investments and advising clients about how to prepare now for the future ahead.
Since 1999 Dr. Gershon has led Endeavor Venture Funds I, II, and III to over 100 investments and 24 exits, founded 6 startups, and built a thriving ecosystem of partnerships and collaborations. This deep network includes C-Suite thought leaders from Biopharma, Biotech, Healthtech, Big Tech, Investment Banking and Venture Capital, and renowned Ivy League Academic Medical Centers and Business Schools. Some of our strongest partners include Microsoft, Google, Nvidia, Merck, Sanofi, Novartis, Roche, Bayer, HSBC, JPMorgan, Mount Sinai, Mass General Brigham, Memorial Sloan-Kettering Cancer Center, the National Institutes of Health, Johns Hopkins Advanced Biotechnology, Columbia-Presbyterian Medical Center, McGill Medical Center, and Harvard, NYU, and Columbia Business Schools.
Over the past 24 years, Dr. Gershon has served as Senior Strategic Advisor for McKinsey, Goldman Sachs, Bain Capital, BlackRock, American Express, Tiger Global, GlaxoSmithKline, Bristol-Myers Squibb, Pfizer, Novartis, and the Federal Reserve Board of Governors and has collaborated with Google, Microsoft, Merck, Nvidia, NIH, Mass General Brigham, NYU Medical Center, Mount Sinai Health Systems and Innovation Partners, Columbia Presbyterian and prominent Fortune 500 companies. With financial and strategic support from Endeavor Venture Funds and its Syndicate Partners we look to build partnerships and finance clinical trials, pilot projects, design Go-to-Market strategies that build sales and distribution channels and pricing, reimbursement and regulatory affairs solutions, and drive licensing deals between great hospitals and biopharma, healthcare industry leaders across sectors, big tech companies, and leading AI digital healthcare and biotechnology company entrepreneur founders.
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