AMA: Atlassian Head of Core Product Marketing & GTM, ITSM Solutions, Daniel Kuperman on Go-To-Market Strategy

Some of the core docs I've used include: Executive summary: clearly and concisely articulates the why, what, how of your GTM plan. It is the doc you share with other execs at the company and it should only take them 2 minutes to fully comprehend it. Assumptions and Risks: you can't know everything and don't want to fall into the paralysis by analysis trap... some times you don't have enough data to tell you precisely what you need, but you do have enough to give you a good direction. Document as ...Read More

There are three elements that I typically use in such conversations: customer proof; competitor analysis; analyst insights; revenue potential. If you bring evidence of what customers want, how competitive the feature is, and additional market insights (e.g. analysts) as unbiased sources, there's a good chance you can make your case for why certain features should be prioritized. Last, but not least important, is revenue potential. If you are able to identify a number of sales opportunities that ...Read More

Communicate -> Plan -> Communicate -> Execute -> Communicate... No kidding, the 'communicate' step is the most important of them all! I have seen too many GTM plans flail and struggle to be executed due to poor communication and not involving the right stakeholders early enough. So let's take it from the beginning: Setup goals: what is the desired outcome? i.e., generate leads? enter a new market? drive signups to a new product? increase the number of upgrades? reduce churn? Get it d ...Read More

For category creation, your GTM plan - in my experience - needs to be a multi-year affair. You may need to start with market education, analysts influence, etc even before you launch a product. Also, after launching the product you will need to keep ongoing market education to help get the new category in the minds of your customers. Some key elements to help your GTM in this case are: Customer proof: the more customer testimonials, case studies, quotes, and videos you can create and disseminate ...Read More

There are plenty of blogs and reports out there that can give you a full list of assets by funnel stage. Typically, you want to think about it in terms of helping the customer get educated about your product, gain more insights on the problems you help them solve, and then show them examples and 'proof' that you are the best choice for their needs. I'd like to give you a twist to this typical approach: what assets can you provide that will enable the customer to make the best choice for their ne ...Read More