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

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. chasing for support for every plan. A RACI framework will ensure your GTM plan is cohesive and connected across teams (e.g., your campaign will seamlessly drive traffic to your landing page, and leads captured th ...Read More

Start any GTM strategy by anchoring on the four critical components of any go-to-market initiative. What: What software or offering are you selling? What problems does it help solve? What makes your product unique vs. alternatives? Who: Who is your ideal customer profile, and why? What are their pain points, and how does your product help them solve them? Why should these customers choose your product over alternatives? Where: Where do customers learn about products in your category? What channe ...Read More

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 ideal targets for your ICP and how you go-to-market to acquire more customers that fit your ICP profiles. Analyze what quantitative and qualitative commonalities these cohorts share to inform your ICP profiles ...Read More

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 based on the importance of establishing or differentiating your positioning in the market and the market potential of any given announcement. By tiering your launches, you can ensure your teams have focus and ...Read More

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? Differentiation: Does this new product or feature help me to differentiate meaningfully vs. competitor(s)? Market potential: Does this new product or feature help enter a new, sizable, attractive market (e.g., a new ...Read More