GTM strategy to unveil a new direct to consumer payments solution
Featured Case Study
Business Challenge
The client recognized an opportunity to expand its transaction banking services to include an end-to-end global payments acceptance solution for its institutional clients and needed support to validate the opportunity, value proposition, and develop a go-to-market plan that will win over customers.
- Existing capabilities and infrastructure do not fully support the new direct to consumer payments offering
- Furthermore, leadership needed better data and insights of industry trends, competitor offerings, solution gaps and level of importance to the customer
ePAY Approach
ePAY played an expanded role on this particular engagement from providing a landscape assessment to collaborating with strategic partners and defining key aspects of the GTM strategy and execution planning.
Opportunity Validation
Applied a customized framework to conduct an in-depth analysis of the global payments acceptance landscape including a 10-point criteria to evaluate selected competitor’s offerings
Ideation and Definition Workshops
Collaborated with cross functional teams and workstreams to clarify/align on the product strategy and refined the product positioning, design targets, sales and marketing strategy
Organizational Readiness and Execution Planning
Evaluated functional gaps in sales and acquisition processes, onboarding, pricing, marketing communication, etc. and identified opportunities to improve processes, creative designs, best practices, defined resources, and sales playbook
Project Outcome
An objective view of the global payment gateway landscape including comparative analysis of key competitive solutions of selected full-stack and modular providers, innovation and trends, merchant uses mapped to key product features, popular partnerships and integrations, prioritization of key features by segment, and recommendations were delivered to our client. Key outputs included
- Marketing content describing buying centers and personas, buying behavior mapped to key value drivers, popular merchant use cases mapped to desired capabilities and features
- Competitor’s snapshot and heatmap comparison of products and features
- Pilot design (including customer profile, sales approach, onboarding, success metrics, customer survey questions)
- Global pricing structures guidelines and key drivers specific for client’s target regions
- Design specs for client on-boarding forms and sales qualification checklist
- Finally, ePAY provided a sales playbook, detail plan for the business development workstream and resource estimates to accelerate the execution phase
-GTM Workshops-
* We take our client’s confidentiality seriously and do not disclose company names in our case studies.