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Go Back       Himalayan Journal of Economics and Business Management | Volume:4 Issue:3 | May 30, 2023
134 Downloads320 Views

DOI : 10.47310/Hjebm.2023.v04i03.015       Download PDF       HTML       XML

Proposed Strategy Improvement of the New Go to Market Alignment (Ngtma) Scheme of Telkom Indonesia in the Enterprise Segment (B2b)

Noski Pandapotan Samosir*, Dermawan Wibisono, Jemy Vestius Confido

1Institut Teknologi Bandung, School of Business Management, Jakarta, Indonesia

*Corresponding Author

Noski Pandapotan Samosir

Article History

Received: 20.05.2023

Accepted: 25.05.2023

Published: 30.05.2023

Abstract: As one of Indonesia’s state-owned enterprises, Telkom Indonesia (Telkom) provides telecommunications networks and services. For its enterprise segment, Telkom is implementing the go-to-market strategy called the New Go-to-market-alignment (NGTMA) strategy. In this strategy, Telkom’s subsidiaries with a specific license, strategic relationship, or single solution can directly approach and manage a contract with Corporate Customers. In addition, Telkom Enterprise has a role in collaborating with the subsidiaries to approach corporate customers to explore potential projects. Looking at the revenue performance for the enterprise segment, there was a decline in the growth rate of the NGTMA revenue from 2021 to 2022. This paper aims to evaluate the implementation of the NGTMA and formulate approaches for improvement. The evaluation focuses on the framework of the NGTMA, which are market, relationship and delivery model, products/services, and external partners. This research conducted qualitative research methodology through in-depth interviews involving thirteen interviewees. This research proposed the approaches to improving the implementation of the NGTMA scheme, such as emphasizing the importance of organizational culture, training, performance evaluation, vendor management, policy alignment, financial support, technological transformation, and monitoring and evaluation.

Keywords: Go-to-market-alignment, Enterprise Segment, Channels, Relationships, Account Manager, Subsidiary

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