Due Diligence: GTM Due Diligence

THIS IS THE FREE, REDACTED VERSION OF THE TASKS IN THE M&A REFERENCE MODEL  AND IT IS LICENSED UNDER Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International THE FULL SET OF DATA HAS TO BE LICENSED COMMERCIALLY.  HERE is a full model example for one task. 

The task has the following goal(s):

GTM model of the target: analyzed

Draft GTM integration plan: prepared

Target go-to-market risk: analyzed

 The task has the following objectives:

Risk: minimized

Information asymmetry: minimized

Quality: maximized

Integration success: maximized

 Short description of task GTM Due Diligence:

The target company's target markets are identified and analyzed in terms of the target's market share, market trends and market growth. The competitors are also considered. The product and service portfolio and its commercialization as well as historical and planned sales and revenues are analyzed.

 The task uses the following business object types:

Customer of the target, Channel of the target, Buyer revenue, Industry Forces, Trends, Industry, Assignment of target markets to industry, Market of the target, Market, GTM model of the buyer

Tool: Patev Innovation Intelligence

The tool automates the following actions

• Analyze target competition: partially automated.

• Analyze partner models: partially automated.

Questions to be used during the execution of the task

The task is executed with the following questions, among others:

• What are the target's target markets and target market segments?

• What is the market share of the products and services?

• Which are the fastest growing market segments?

• What are the most profitable market segments?

• Which market trends and market changes influence the market success of the target?

• What are the current problems with the various market segments and how are they addressed?

• What are the market segments with the highest synergies? 

• Who is responsible for marketing?

• What is the current marketing planning?

• What are the budgets for marketing to individual customer segments, regions, countries?

• Which channels are used for marketing?

• How is marketing managed for different customer segments?

• How is marketing managed for different regions and countries?

• How are brands used in marketing?

• Which products and services are positioned and sold?

• What functionality do the products and services offer?

• What is the value proposition of the products and services?

• What is the pricing mechanism for products and services?

• How does the pricing mechanism differ for different customer segments, regions, countries?

• Who is responsible for sales?

• Which key figures are used to control sales?

• Which products and services are positioned and sold to which customers via which channels?

• Who is the buying center among the customers?

• What is customer satisfaction with the target's products and services in the individual customer segments?

• What are the current problems with customer satisfaction and how are they addressed?

• Which direct sales channels are there?

• What is the customer overlap between the companies?

• Which indirect sales channels are there?

• How high are the sales and revenue in direct and indirect sales channels?

• Which digital sales channels are used?

• How high are the sales and revenue in digital sales channels?

• How are the customer contracts structured?

• Which discounts are granted to customers?

• What are the current problems with discounts and how are they addressed?

• Who is responsible for sales partnerships?

• Which key figures are used to control sales partnerships?

• Are partners used as indirect sales channels?

• Are partner business models such as resale, commission sales, sales agency used?

• Who are the strategically most important sales partners for the target?

• What are the target's top-selling sales partners?

• What are the current problems with indirect sales channels and how are they addressed?

• What are the current problems with partners and how are they addressed?

• Which future products and services are under development?

• Which current problems exist with the development of future products and services and how are they addressed?

• Which competitors exist with regard to individual customer segments or individual markets?

• Which competitive advantage does the solution bring?

• Are the target's solutions sufficiently differentiated from the competing products and in what way?

• Which threats are posed by the strategies of competitors?

• Which current problems exist with competitors and how are they addressed?

• On which suppliers is the market success of the target dependent?

• Are there suppliers that could become competitors?

• Is the target protected against supplier failure and in what way?

• What are the current problems with key suppliers and how are they addressed?

• Which brands and trademarks exist?

• Which new brands exist or are planned and when are they planned to be introduced?

• Which brands and trademarks are established in which countries?

• How are brands and trademarks used and how are they developed?

• Which complementarities and synergies arise in the marketing of the target company and the buyer company?

• Are products of buyer and target complementary and can they be marketed together?

• Do customer segments, regions, countries overlap or complement each other?

• Are sales channels complementary and can they be marketed together?

• Are marketing measures complementary and can they be marketed together?

• Which applications are used in GTM?

  THIS IS THE FREE; REDACTED VERSION OF THE TASK IN THE M&A REFERENCE MODEL: THE FULL SET OF DATA HAS TO BE LICENSED

  (C) Dr. Karl Michael Popp 2025