What Is a Go-To-Network Strategy and How to Use It For Business Growth

What Is a Go-To-Network Strategy - How to Use It For Growth
Discover the evolution of growth strategies and why go-to-network is the future of business growth. Create your own winning strategy.

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In today’s fast-evolving business landscape, companies are constantly seeking innovative strategies to fuel their growth and outshine competitors. 

Among the myriad approaches that have emerged, the Go-To-Network (GTN) strategy stands out as a game-changer.

Promising to redefine how businesses expand and thrive in their respective industries, GTN is shaping to be the future of growth.

In this article, we’ll delve deep into the essence of GTN, and its historical evolution, as well as provide a guide on how you can harness this strategy for remarkable growth.

What Does Go-To-Network Mean?

At its core, Go-To-Network (GTN) signifies a strategic approach where businesses leverage their networks — including partnerships, customer relationships, and community connections to drive growth. 

Unlike traditional growth strategies that often focus on direct channels such as sales or marketing, GTN emphasizes the power of leveraging a network of relationships to facilitate business expansion.

This gives GTN-focused businesses a huge advantage, as relationships are everywhere, only limited by how fast you can build relationships and maintain them.

It’s all about harnessing the collective strength of your connections, both online and offline, to create opportunities, enhance brand visibility, and drive sales.

What Led Us Here? The Evolution of Growth Strategies

As the marketplace and technology have evolved, so have the approaches businesses use to expand and thrive. 

Let’s briefly delve into the key strategies that have paved the way for the modern concept of Go-To-Network (GTN).

Sales-Led Growth

Initially, growth was primarily driven by sales efforts, with businesses relying on direct interactions and the persuasive power of sales teams to secure deals. 

This strategy emphasizes personal relationships and high-touch sales processes, especially effective in B2B networking where high investment decisions are involved.

However, the traditional cold-calling approach was soon replaced because this model of growth required more and more sales representatives to scale.

Marketing-Led Growth

As competition grew and markets expanded, marketing-led growth took center stage as a way to exponentially grow with much less investment than with sales-led growth. 

At first, this strategy utilized TV advertising, live events, and traditional marketing channels until the advent of digital channels.

Nowadays, marketing-led growth primarily focuses on advertising, content marketing, and digital channels to attract leads and build brand awareness at scale. 

It’s data-driven, leveraging insights to craft messages tailored to diverse customer segments.

Product-Led Growth

The focus on products and digitalization of said products brought product-led growth into the spotlight.

The idea of product-led growth was simple, let your product be the star of the show.

The product itself becomes the main growth driver, offering value through free trials or freemium models bringing traffic and converting customers through its offered value.

This approach minimizes the reliance on sales or marketing, focusing instead on delivering an exceptional product experience to fuel expansion.

Customer-Led Growth

Focusing on customer satisfaction, customer-led growth uses feedback and engagement to drive retention and referrals. 

It’s all about enhancing the customer experience, ensuring high satisfaction levels, and building a loyal customer base that supports and promotes the brand.

The backbone of customer-led growth is word of mouth through satisfied customers.

Community-Led Growth

The newest strategy, community-led growth, taps into brand communities to accelerate growth. 

It creates platforms for users to connect, share experiences, and advocate for the brand, turning customers into a powerful marketing force.

Each one of these strategies highlights a different aspect of business growth, from direct sales to the power of community. 

However, the emerging Go-To-Network strategy seeks to weave these approaches together, leveraging the comprehensive power of networking for unparalleled business growth.

Why Go-To-Network Is The Future of Growth

The GTN strategy is seen as the future of growth for several compelling reasons. 

Firstly, it acknowledges that all the previous strategies — sales, marketing, product, customer, and community-led growth — are inherently tied to networking. 

Each of these strategies involves building and nurturing relationships (your social capital), whether with customers, users, or partners.

The benefits of adopting a GTN approach are numerous. It allows businesses to:

  • Amplify reach and visibility through partnerships and collaborations.
  • Understand the needs of existing and potential customers.
  • Enhance credibility and trust through endorsements from network members.
  • Access new markets and customer segments through network connections.
  • Drive innovation and growth through insights and feedback from a diverse network.
  • Reduces costs of customer acquisition and retention through community building.

All in all, whichever growth strategy you choose, you can’t grow without human contact.

How To Build a Winning Go-To-Network Strategy

Building a winning Go-To-Network (GTN) strategy is about creating a framework that leverages your network’s collective power for business growth. 

Let’s go over the action items and necessary tools for each step of building a winning GTN strategy.

StepAction ItemsNecessary Tools
1. Define Your Objectives– Identify growth targets
– Set measurable goals- Craft tangible networking goals
– Strategic planning tools
– Goal-setting frameworks (e.g., OKRs)
2. Map Your Network– List all network segments
– Create a visual map of relationships and potential growth avenues
– CRM software
Network mapping tools
3. Engage and Expand Your Network– Develop and implement engagement strategies
– Identify expansion opportunities
– Social media platforms
– Relationship manager (LeadDelta)
4. Integrate Feedback Loops– Establish feedback channels
– Analyze feedback for insights
– Survey tools
– Feedback management systems
5. Foster Collaboration– Identify collaboration opportunities
– Create collaborative projects
– Collaboration platforms
6. Leverage Technology– Integrate tools into daily operations– CRM systems
– Analytics software
– AI tools
7. Communicate Value– Design value-driven marketing
– Personalize communication
– Content management systems
– Email marketing software
8. Measure and Adapt– Define key performance indicators (KPIs)
– Regularly review metrics and adapt strategy
– Data analytics tools
– Performance dashboard software

By following these steps, businesses can enhance their growth efforts through the power of networking.

Here’s an example of how LeadDelta utilized GTN to grow to over 20,000 users.

Collaborative selling eBook

LeadDelta’s Go-To-Network Strategy

LeadDelta itself is a Networking-Led platform that we utilize daily to grow our business through the power of each of our employee’s networks.

Our GTN strategy is simple and is split into three steps:

Firstly, we utilize LeadDelta Workspaces to combine all of our networks into one centralized database.

leaddelta workspaces

Just imagine 20+ employees with 2,000+ contacts each and all of those contacts in one place accessible by anyone.

This Workspace allows us to collaborate in sales, marketing, and customer service by working together on each new contact we make.

The second part is building our network of contacts.

We’re always connecting with new people, be it leads, new customers, or potential partners across multiple channels (Email, LinkedIn, Events…).

There’s a constant influx of new people and our efforts encourage those people to connect us with even more people.

For better organization across our team, we love to label each contact with LeadDelta Tags allowing everyone on the team to understand who is a lead, customer, partner…

leaddelta tags

Third and the most important part of our strategy is engagement.

There’s no point in having hundreds of thousands of contacts if you aren’t interacting with them in a personalized manner.

Our leads recognize us through our content and brand, be that from our newsletter, social media, or word of mouth.

Throughout their journey of becoming a customer, our whole team engages with them giving the customer what they are looking for.

Along with content and support, we introduce potential customers to our community even before they become customers to get a sense of belonging.

Throughout meeting us, the community, and the product, new customers build relationships with our team and introduce us to their colleagues selling our products for us.

You can think of this process as a constantly growing self-sustaining loop.

Connection -> Engagement -> Transaction -> Recommendation -> Centralization

There’s no more need for third-party data silos, our customers are helping us grow our user base through networking.

Conclusion

In conclusion, the Go-To-Network strategy leverages the collective power of relationships, partnerships, and community to drive business expansion. 

The future belongs to those who can effectively harness their network’s potential, making GTN not just a strategy, but a necessity for modern business success.

Building and managing your network now will get you one step closer to growing your business and safeguarding yourself from any potential threats.

Take the first step towards unlocking your network's full potential. Try LeadDelta for free.