Start Growing Revenue with Intent
Products and markets may be unique, but the path to finding product-market fit is not. MXP Complete is a comprehensive go-to-market strategy for founders and executives who want to reduce the risk of true market acceptance and increase the opportunity to create real value with their companies.
MXP Complete gives you access to the same expert help that was only previously available to portfolio companies of Silicon Valley based Venture Capital Fund, GrowthX Capital, normally at the cost of a 5% equity stake. When combined with over 20 years of sales leadership experience by the Ken Lundin & Associates team, it creates an unfair advantage leading to a deep product market fit which can drive higher margins, sales, and company value.
Combining strategy, downloadable resources, implementation, coaching and online learning, MXP Complete is your proven path to traction. This program is only available to qualifying companies.
The Market Acceleration Program (MXP)
Market Foundation
Like any framework, the path to product-market fit begins with a strong foundation. Properly prepare for your go-to-market journey by establishing your market development resources. Market development may be a new term for you. Yes, you will be speaking with people in hopes of converting them to paying customers. However, unlike sales, which is the pursuit of revenue for profit, market development is the pursuit of revenue for the purpose of learning.
Market Discovery
Identify the people who have the most pressing problem or urgent need and who you can help today. It’s not a search for Mr. or Ms. Right, it’s how to discover your Mr. or Ms. Right Now. Market Discovery is the process of formulating hypotheses about your ideal client profile (ICP) and then ranking all possible profiles to identify. ICP has the highest likelihood of relevant feedback
and revenue for the least amount
of effort.
Market Messaging
Resonate with your market by messaging benefits, not features. Clearly and consistently communicate what you do for your customers, not just what you do. When you follow a clear messaging framework and a set of carefully constructed hypothesis that you can quickly and intentionally test and iterate, market messaging accelerates the path to the truth about where your product or service fits in the market.
Market Instrumentation
Before you begin your initial outreach, create systems and tools to capture and analyze market feedback. Avoid the mistake of bringing feelings to a data fight. Marketing and sales instrumentation is the infrastructure that enables you to test your hypotheses, capture data and begin to make well-informed business decisions based upon a single source of truth.
Market Outreach
The goal of initial market outreach is to generate enough conversations to test your customer and messaging hypotheses. Avoid the scale trap. Learning precedes revenue. Your goal with initial market outreach is to generate enough conversations to test, iterate, and re-test all of your hypotheses without pressing down the pedal too hard so that it overly taxes your market development budget.
Market Scale
Increase go-to-market activities based on all prior learnings. A consistent flow of new customers from a known series of steps is the market validation that you’re ready to scale. As you scale your marketing and sales activities, you’ll continue to iterate on your go-to-market plan based on the inflow of market data. As a result, the volume of feedback will increase exponentially.