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Jesse Lopez

AMA: Brex Product Marketing Lead, Jesse Lopez on Go-To-Market Strategy

March 23 @ 10:00AM PST
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Brex Product Marketing Lead, Jesse Lopez on Go-To-Market Strategy
Top Questions
What are the aspects of operationalizing a Go-To-Market plan that might prove to be most risky?
Jesse Lopez
Jesse Lopez
Dandy Director of Product Marketing • March 23
Cross-functional collaboration, alignment, and execution are the most challenging aspects of operationalizing a GTM plan. Challenge: X-functional collaboration Solution: PMMs must ensure that a cross-functional team with clear roles and responsibilities supports every major GTM plan vs. chasi......Read More
1236 Views
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What criteria do you use to prioritize releases?
Jesse Lopez
Jesse Lopez
Dandy Director of Product Marketing • March 23
Four core criteria that PMMs can use to prioritize releases: * Positioning: Does this new product or feature help me to redefine my category or position in the market meaningfully? * Competitiveness: Does this new product or feature help me close a significant gap vs. a core competitor? ......Read More
640 Views
1 request
What would you say are the core elements of a strong, repeatable GTM framework?
Jesse Lopez
Jesse Lopez
Dandy Director of Product Marketing • March 23
Three core elements of a strong, repeatable GTM framework are: A formal model to tier launches based on importance and market potential. Rather than depleting resources to make every feature or product release a big deal in a crowded marketplace, it is essential to prioritize your launches ba......Read More
834 Views
1 request
How do you start with a GTM strategy?
Jesse Lopez
Jesse Lopez
Dandy Director of Product Marketing • March 23
Start any GTM strategy by anchoring on the four critical components of any go-to-market initiative. 1. What: What software or offering are you selling? What problems does it help solve? What makes your product unique vs. alternatives? 2. Who: Who is your ideal customer profile, and why? Wh......Read More
3349 Views
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How do you identify ideal customer profiles and operationalize them as a part of your GTM strategy?
Jesse Lopez
Jesse Lopez
Dandy Director of Product Marketing • March 23
Many methods exist to identify ideal customer profiles (ICP) for your product. The simple approach is to look inwards to understand product-market fit among your existing users. 1) Power Users: Identify your power users and understand why they love you. Typically, these cohorts help inform ide......Read More
1042 Views
1 request