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DevOps – is GTM its only benefit?

As defined by Wikipedia, Go-to-market (or GTM) strategy “is the plan of an organization, utilizing their inside and outside resources (e.g. sales force and distributors), to deliver their unique value proposition to customers and achieve competitive advantage.” On the other hand, it defines DevOps as “a software development process that emphasizes communication and collaboration between product management, software development, and operations professionals”. So, in a broader sense DevOps is part of a good GTM strategy. However, is that the only thing DevOps brings to the table? The short answer is no. DevOps is many things but certainly not a one-benefit wonder. A good market strategy is not limited to software that is automatically created. Software product creation takes time, human interaction and collaboration. It takes discipline, dedication, effort and coordination.
DevOps adds a vital piece to the puzzle by bringing together a unique combination of people, processes, and tools to get the best go-to-market strategy. Here are some of the other benefits that DevOps brings to the table.

Collaboration

Though there is talk of collaboration within a team, often, a lot of the silos, dashboard, and IT platforms cannot be integrated with IT systems. This is often a big challenge. Today, one must focus on getting solutions out quickly and regularly to sustain the competition and that is where DevOps comes in. It provides the opportunity that enables developers and the operations to expedite development, testing, and implementation time. What this does to the go-to-market strategy is it provides the realistic approach to make it run more smoothly by avoiding delays.

Increased quality of service

The feedback loop between the operations team and the developer team decreases because they are working together and are closely connected. This quickens the time it takes to spot a problem and subsequently fix it. Now this automatically provides lesser downtime as far as end users are concerned by providing high quality services.

Customer value

DevOps uses agile methodology to develop products, this means the churn of upgrades and updates to the software are often more. This keeps your organization ahead of the competition, giving both your organization and your end customer an edge in the market. When customers see that you are willing to respond to their requirements and provide solutions quickly, your value in the eyes of the customer automatically increases.

Automation

DevOps enables you to automate process. This means that when done right, developers and testers alike have the ability to free up their time to engage in newer things; developers can build newer code, while testers can spend time looking for newer bugs. The automation improves productivity, manageability and quality.

Continuous Integration (CI)

This is something that has been brought in by DevOps to help developers integrate their code with the repository, multiple times a day. There are numerous tools available in the market that helps organizations do that. This form of automation ensures that there is little to no interaction after it is locked in the main repository. This further means that delivery is much faster and automated. This format decreases code review time, and ensures that no broken code is updated in the system making the whole process seamless.

Ease of conversion to a DevOps model

Converting your organization to a DevOps model is not as complicated it is made out to be. Instead it is advised that you do it in a planned and meticulous manner so you can benefit greatly from it. Additionally, it is advised that you get a buy-in from your team as well, in advance, and not create a new or separate team for DevOps. This ensures that the stakeholders that agreed to this switch are more involved in making it a success.

Seamless integration with Cloud

Many organizations are moving to the cloud because it comes with so many benefits like better communication and collaboration with customers, cost saving, business agility and so on. All of these are also better served when DevOps is integrated within the organization. DevOps brings to the table functionality and operability; which only add to the productivity of the organization. Experts believe though independent entities, the combination of both DevOps and Cloud leads to better business value to IT. Most importantly, their integration is seamless and effective.

In Conclusion

For an effective Go-to-market strategy, there are many things that an organization needs to put together. These include things like business summary, product summary, strategies, defining value propositions, features, details of the customer experience, detailed timelines, plans, details of technical requirements, and so on. DevOps contributes to each and every aspect of the GTM using collaboration strategies of bringing processes, people and product together. DevOps, however, does not just stop there. DevOps has the responsibility also to deliver on each one of these items and ensure the product or service is delivered quickly. DevOps does this while ensuring quality using Agile methodology and faster turnaround time (TAT) and tighter software development life cycles (SDLC).
Therefore, to think that GMT is the only benefit of DevOps is an assumption that must be dissuaded, in order for you to optimize both DevOps and GMT.

Sources:

http://blog.sonatype.com/the-difference-between-devops-and-everything-else?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+sonatype+%28Sonatype+Blogs%29

http://www.relevancelab.com/RLCatalyst/assets/pdfs/DevOps-Redefining_Your_Organization%27s_IT_Strategy.pdf

https://devops.com/ten-ways-devops-will-benefit-department/

https://devops.com/what-devops-is-not/

http://www.happiestminds.com/whitepapers/devops.pdf

https://dzone.com/articles/9-bene-ts-of-continuous-integration

https://insights.sei.cmu.edu/devops/2015/01/continuous-integration-in-devops-1.html

https://www.infoq.com/articles/cloud-and-devops

https://www.slideshare.net/mtarrant/developing-a-goto-market-strategy

http://www.odin.com/resources/gtm-with-services/target-market-selection/detail/article/8-essential-components-of-a-go-to-market-plan/