AMA: Adobe Head of Product Marketing (APAC), Jeremy Wood on Go-To-Market Strategy

I think this is the same situation whether it's a big or small company and prioritisation is the most consistent theme here. That and alignment to business objectives or goals. Seems simple but I find it's really easy through a planning phase to distract yourself from what the business needs in order to hit its goals. Whether thats revenue, growth, customer numbers, partner acceleration etc etc it all needs to ladder up to those key KPI's. From that you can use that backdrop to prioritise launch ...Read More

This could be a really long response but I'll break it down into a few examples that stand out and/or are the most common. Role and Responsibility definition: More often than not one of the biggest hurdles to effective collaboration (including with PMM) is an ill defined or represented outline of roles and responsibilities across cross functional teams. This leads to confusion on 'who does what' and can lead to teams being territorial and thus non collaborative. If there are clear roles and its ...Read More

If you legitimately have zero budget (and assuming this is the case vs just a very small budget) then you have to lean on your owned "resources." I'm using the term resources intentionally because I don't just mean owned properties such as your website etc but I'm also talking about your sales team(s), your partners and so on. Word of Mouth is still a very powerful marketing 'channel' and arguably one with some of the highest trust factors so I would absolutely leverage it! Make sure you're whol ...Read More

The rule of thumb (in my opinion) is to always work backwards from the audience..i.e the customer! Who are you trying to speak to? Where are they? What 'version' of them do you get in the morning? on their mobile? on social vs other networks? There are a lot of different variations of an audience you're targeting and you have to be mindful of that when building out your activities. So if I have a target audience thats been segmented by propensity to purchase, correct demographic, vetted in other ...Read More

Great question and the short answer is 'yes/no' haha! So in general it's really hard to get the broader organisations to be excited about persona's but one trick that I did see that was quite effective at least in terms of getting a better understanding of the persona's (and thus helping with the teams retaining the information) was to use actual people/roles within that company as examples of the persona's. We're used to seeing generic pictures of 'Sally' or 'Phil' as a marketer, or a CMO etc d ...Read More

What a great question! If I had to pick one I'd usually say that its when you lose focus on the customer. Its often said that we 'put the customer first' but its really easy to forget that when other pressures and complexities are taking place such as pressure on the business to succeed (at all costs) or if the product:market fit isn't ideal but you still have to get product adoption regardless! These competing priorities can often push PMM to focus more on 'the deal' then whats in the best inte ...Read More

I suppose we should start with the term 'GTM Strategy' for starters. This can mean a lot of things to a lot of different people and groups so ensuring clarity around this first and foremost is essential! In most of my dealings historically this has translated to how we go to market with our products and what messaging, value props, competitive differentiation, pricing&packaging etc etc is needed to ensure product success. However, there is also more of a sales GTM approach which is more alig ...Read More

I'm not sure I understand the second part of the question r.e marketplaces as a solution for customers but I'll take a crack at answering the analyst relations one. Essentially it's important to continuously reach out to analysts to ensure you are on their radar when it comes to their priorities. In a prior role we had limited relationships with analysts in a particular region so we actually hosted an event that was purely analyst focused and invited a large contingent knowing we might have some ...Read More