AMA: Atlassian Head of Product Marketing Craft, Ben Rawnsley-Johnson on Go-To-Market Strategy

Philosophically, I think Marketers can be very insecure, and use metrics and KPIs to demonstrate capability or establish credibility. The truth is, no one is questioning the role of marketing. And if they are, a dashboard of metrics is not the solution. In my experience, there are two categories of KPI that actually matter... As marketers, its up to you to build the connection of all of your work to these things.1. Revenue & Growth. The buck stops here, it is the great unifier, it is the com ...Read More

A go-to-market strategy is at its heart, an exercise in alignment. A good B2B GTM plan maximizes your exposure to growth by drawing a through-line across your market and its needs, your company, and its offerings in the most efficient way possible. It is built around 3 pillars: Market Opportunity: Expressed as TAM/SAM/SOM, outlining where the fertile areas of opportunity exist where you can make money (Segments, industry verticals, buying centers/Line of Business) Positioning: Your company's pro ...Read More

Too often I see folks trying to assemble the broadest ICP possible. The logic is that by inflating my TAM/SAM/SOM to the biggest number possible, I am increasing my odds of success. Don't get me wrong, I LOVE big markets. I want markets big enough, that even if we f*ck it up, we can still be successful. It is infinitely easier to build a healthy business that is 1-5% of an enormous market than it is to build the same size business by capturing 80% of a much smaller market. The value of an ICP is ...Read More

GTM at an early-stage venture is hard to describe - it's probably almost never described as GTM, and is almost universally not led by a marketer. With anything prior to Product-Market-Fit, and even for a good while afterward - the act of positioning the solution, speaking with prospects and users, establishing the value drivers, and driving revenue is such a valuable learning exercise for the rest of the business that you can expect that Founders, CEOs, CPO and Head of Engineering may be either ...Read More