AMA: Amazon Product Marketing SME, AWS, Holly Watson on Product Launches
February 12 @ 10:00AM PT
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What are some suggestions for preparing a GTM plan particularly for a bundled product launch?
Assume there is an upcoming launch of a new bundled product in the next 4-6 months. The bundled product is composed of 3 products, all of which are also brand new. These 3 subproducts cannot be bought separately - the bundled product is going to be sold as 1 SKU. The 3 new products are also launching at a few different timeframes over the launch. (i.e. one is going GA first, where the other is in beta at that time and will go GA later).
Looking for insights or advice on effectively composing a GTM roadmap and plan that includes each subproduct's GTM plans in the context of the GTM plan of the bundled product.
Thank you!
Amazon Product Marketing SME, AWS • February 13
This is a taxonomy question. When I look at bundled products, I consider what is part of the bundle. In your details you shared that there is only 1 SKU and all subproducts must be purchased together. So why is the language product (parent position) and subproducts (child position)? Instead, could you look at this as a simply a product (parent position) with strong supporting features (child position)? If yes, then consider the following. When you're launching, you're focused on the primary value, positioning, messaging, competitive differentiators, etc. of the product. As new features come to market (beta > limited availability > GA) you evaluate the impact those features have in the market and the specific value it brings to your target audience. In this taxonomy, you're no longer creating a battle of words and hierarchy, but one of prioritization. The product (parent position) being the main focus of your GTM with the features playing supportive roles.
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Amazon Product Marketing SME, AWS • February 13
I don't think there is ever one asset to rule the world or be the single solution. Instead, it's about understanding how the sales organization is structured so you align your GTM to the sellers' goals. For example, can you model your first call deck off of the sales methodology used across the sales organization? Can you provide a sales enablement calendar that ends with a clear CTA like "here is a templated outreach campaign to drive prospects to our product launch webinar next Tuesday."? Can you clearly articulate how your new product launch will help the sales team retire quote, faster? Can you provide clear guides, profiles, and even company names for the team to target and close their first deal? There isn't a single asset to rule them all. Instead, it's about understanding your audience and catering to their needs. Just like launching a new product and understanding the buyer and users, you need to study your internal stakeholders. It sounds obvious, but create a sales enablement program designed for the sales team.
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