AMA: Carta Vice President Product Marketing, Kelly Kipkalov on Go-To-Market Strategy
January 14 @ 9:00AM PT
View AMA Answers
👋 Kelly Kipkalov
Hi all, I'm Kelly Kipkalov, Vice President Product Marketing @ Carta:
• 👋 Based in: San Francisco Bay Area
• 🧠 Top of mind: Writing effective SKO presentations!
• 💬 Ask me about: PMM career paths
• 🍦 Fun fact: My maiden name is Smith. I met my husband in Russia and couldn't wait to get rid of my very generic last name. :)
• 👋 Based in: San Francisco Bay Area
• 🧠 Top of mind: Writing effective SKO presentations!
• 💬 Ask me about: PMM career paths
• 🍦 Fun fact: My maiden name is Smith. I met my husband in Russia and couldn't wait to get rid of my very generic last name. :)
Carta Vice President Product Marketing • 1y
100% ground yourself in the data. I would start with a full analysis of the funnel to diagnose where you went wrong before making any changes to GTM. It’s possible that...
2147 Views
1 request
Carta Vice President Product Marketing • 1y
One thing I’ve done to ensure quality and consistency of messaging as it gets rolled out is to convert my PMM messaging framework into approved copy (with the help of cop...
1427 Views
1 request
Carta Vice President Product Marketing • 1y
I don’t see GTM strategy as varying by product type to be totally honest. When I read your question, I had to think back on my journey first as a packaged goods marketer...
1272 Views
2 requests
Carta Vice President Product Marketing • 1y
KPIs are just a reflection of the outcomes you’re looking for. If you are looking for incremental revenue, measure the full funnel and revenue per customer. If you are ...
911 Views
1 request
Carta Vice President Product Marketing • 1y
I’ll come at this question a few ways. First is to lay out the components of a solid GTM strategy so we’re on the same page about that. My GTM strategies have the follo...
1134 Views
1 request
Carta Vice President Product Marketing • 1y
I'll first share the components of my GTM strategies, those don't vary if it's the first product or the 100th. The components are the same:Ideal Customer Profile (ICP)Pr...
780 Views
1 request
How do you think of GTM? What does it include, and what does it not include?
As someone who is looking to specialize myself, hoping to align on what GTM means and your responsibilities in a larger org.
Carta Vice President Product Marketing • 1y
The components of the GTM strategies my team works on include:Ideal Customer Profile (ICP)Problem statementSolution descriptionWhy the problem is worth solving, and why n...
1340 Views
1 request
Carta Vice President Product Marketing • 1y
Based on the language you used in your question, I think you already know the answer! Balance is the right word because the leading and lagging indicators measure very d...
1458 Views
1 request