AMA: Attentive Director of Product Marketing, Candice Sparks on Go-To-Market Strategy

November 22, 2023 @ 9:00AM PT

What are some cornerstone KPIs that product marketers should use for every Go-To-Market strategy?

Candice Sparks

Attentive Senior Director of Product Marketing • 2y

Every GTM plan should have different KPIs tailored to the product launch and dependent on the launch objectives - whether driving direct revenue, user adoption, or engagement (or a combination of all three)! Revenue-focused launches centrally track pipeline growth, new customer acquisition, contract bookings generated, and sales team utilization of launch enablement resources. Adoption-driven releases monitor number of new users, account signups, product trials started, feature activation rates, ...Read More

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What are the aspects of operationalizing a Go-To-Market plan that might prove to be most risky?

Candice Sparks

Attentive Senior Director of Product Marketing • 2y

Usually the most risky parts of the GTM plan are actually in the foundation: the why we're building this, the who we're building this for and the what the product value prop is. These three things are critical to your messaging/positioning, who you're targeting, your channels you're going to leverage, and what the expectations for this launch are. If you don't get early buy-in on the foundational elements of your GTM plan you may run the risk of building a plan based on misaligned ideas.

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1 request
What do GTM strategies look like when you work on a whole category creation?

Candice Sparks

Attentive Senior Director of Product Marketing • 2y

In my previous role at a real-estate investing marketplace we were doing just that as we were working with private money loans and lenders, an investment vehicle unknown to many. The biggest element to a GTM strategy when you're defining a category is extensive market education on the problem space and need for a new solution. This could be done through customer testimonials, press and media, thought leadership and content based on research. It will be super critical that you understand your ide ...Read More

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2 requests
How do you treat minor releases and enhancements in your GTM process?

Candice Sparks

Attentive Senior Director of Product Marketing • 2y

I use a framework that is based on launch tiers! Minor releases would normally fall under a tier 3 or tier 4 launch and could be defined as: Tier 1 - Evolves the companies narrative in the marketplace Tier 2 - Gets us to feature parity or enables us to compete in the marketplace and win new customers Tier 3 - An improvement or enhancement to an existing feature Tier 4 - An update to the UI, superuser flag, etc. No visible impact to the customer For tier 3/4 (minor) releases I usually include it ...Read More

833 Views

1 request
Once you have a go to market strategy in place, how do you "convince" everyone on the marketing team, and get the ball rolling around the strategy you've built?

I'm looking for functional/tactical tips please.

Candice Sparks

Attentive Senior Director of Product Marketing • 2y

Usually lack of alignment is due to lack of information. To drive forward a GTM strategy a lot of pre-work needs to occur so that when you are ready to broadly share your plan to the marketing team it shouldn't be new information. For example, when you're creating your messaging matrix you should be consulting with your marketing stakeholders to get their feedback on how this launch intertwines with your overall company positioning. Presenting the plan also shouldn't be the first time a marketin ...Read More

457 Views

2 requests

AMA: Attentive Director of Product Marketing, Candice Sparks on Go-To-Market Strategy

View AMA Answers

What are some cornerstone KPIs that product marketers should use for every Go-To-Market strategy?

What are the aspects of operationalizing a Go-To-Market plan that might prove to be most risky?

What do GTM strategies look like when you work on a whole category creation?

How do you treat minor releases and enhancements in your GTM process?

Once you have a go to market strategy in place, how do you "convince" everyone on the marketing team, and get the ball rolling around the strategy you've built?