Go-to-Market Excellence
Business Transformation Case
“How can we establish a modern, global go-to-market system along our existing product innovation process, with more speed and a stronger focus on our customers?”
Workbench Lab
For ZEISS Microscopy, we developed a cross-functional Go-to-Market Excellence process (GTME) to realign collaboration across functions along the existing product innovation process and make it fit for the future. Interviews with senior stakeholders and cross-functional workshops made the key barriers and drivers of commercial impact visible.
On this basis, a diverse team of internal representatives from the functions and our creators jointly developed a practical GTME Playbook for the global organisation: shared principles, clear gate objectives, binding must-have criteria, launch-ready standards and robust decision logic for implementation. This enabled ZEISS Microscopy to turn the many requirements of its product innovation process into a coherent GTME system and to noticeably improve alignment, speed, readiness and organisational learning, from the first investment decision to market impact.
“... and dos Santos helped us turn a complex, cross-functional Go-to-Market challenge into a pragmatic and executable way of working. Through their Collective Intelligence Design approach, they created the conditions for true collaboration across functions, built awareness for the change needed and generated acceptance for a new way of working.
The creators played a crucial role by bringing external perspective, senior experience and constructive challenge. The impact went beyond the Playbook itself: the work strengthened collaboration between functions, created a shared understanding of Go-to-Market Excellence and gave teams a common language for better launch readiness, ownership and continuous learning.”
