Mary Sheehan

AMA: Adobe Head of Lightroom Product Marketing, Mary (Shirley) Sheehan on Go-To-Market Strategy

January 17 @ 11:00AM PST
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Adobe Head of Lightroom Product Marketing, Mary (Shirley) Sheehan on Go-To-Market Strategy
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Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product MarketingJanuary 17
First of all, successful launches set a goal for a launch during the initial phases of the launc, not just slapped on at the end. If you don't know why you're launching something, and what goals you are trying to acheive, you should pause and sort this out before moving forward. Once the launc......Read More
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Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product MarketingJanuary 16
Ultimately I think that every launch should have one "north-star" goal and cascading KPIs, and you might see that varies by launch. For example, your north-star could be increasing Annual Recurring Revenue (ARR), increasing customer Monthly Active Use (MAU), or increasing net new customers. Once ......Read More
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Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product MarketingJanuary 17
The best way to start with a GTM strategy is to assess your strategic readiness before building out the plan. For example, do you know the audience you are targeting, the positioning, the packaging and pricing? Have you assembled your core internal GTM team? Have you established the key goals and......Read More
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Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product MarketingJanuary 16
Ideally, before a launch, you have worked hand-in-hand with the product team to understand who the product is for, and what product it solves. But if you are coming into a situation where this is not defined, here are some ways to approach it:  * Ask the "dumb" questions to your product and eng......Read More
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Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product MarketingJanuary 16
For each "Tier 1" launch, I typically create:  * A GTM checklist (which is your Bible, includes metrics, links, as well as key drivers of the project)  * A launch brief to share with creative in-house teams or agencies * A product communication doc with specs of the feature and any talking......Read More
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