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Lauren Craigie

AMA: Cortex Head of Product Marketing, Lauren Craigie on Go-To-Market Strategy

December 14 @ 10:00AM PST
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Cortex Head of Product Marketing, Lauren Craigie on Go-To-Market Strategy
Top Questions
As a product marketer, how have you been able to advocate for a product feature related to your GTM strategy?
Lauren Craigie
Lauren Craigie
Cortex Head of Product Marketing • December 13
If there’s alignment on the ICP you’ve helped codify — alignment both where you win today and where you want to win tomorrow — it’s significantly easier to influence product roadmap. But there’s two ways to think about this: 1) advocate for the problem to be solved 2) advocate for the solution ......Read More
406 Views
3 requests
What are the aspects of operationalizing a Go-To-Market plan that might prove to be most risky?
Lauren Craigie
Lauren Craigie
Cortex Head of Product Marketing • December 13
A few things come to mind— * You get the audience wrong. You’ve built something you think will be useful, but your marketing and messaging isn’t tailored to the right audience, so adoption wanes. * You get the pricing wrong. I think every pricing change will feel like you’ve gotten i......Read More
410 Views
3 requests
What is the best way to prepare a mock Go-To-Market plan for a product in a very precise and concise way, when asked in an interview?
I usually come across an interview round wherein I am handed the task of preparing a mock GTM plan for a product. I find it pretty vague as expectations vary widely and I am usually confused about what all to include and how to represent. Is there any example?
Lauren Craigie
Lauren Craigie
Cortex Head of Product Marketing • December 13
My first advice here is to not accept an interview if you’re being asked to create a full GTM plan for a product they actually plan to ship :) But aside from that, I think the best way to start is by asking a few key questions you should already be asking in the normal interview process. In my o......Read More
840 Views
3 requests
What are the main components of your GTM strategy? How do those vary by product type?
Lauren Craigie
Lauren Craigie
Cortex Head of Product Marketing • December 13
Good question—there’s always some grey area on lines of responsibility so I’ll add which other teams might own/participate in each phase: * Research: can be owned by or with the UX and PM teams but should include user research, jobs to be done, alternatives for your solution, and language us......Read More
407 Views
2 requests
In case the existing GTM strategy is not working for the product, how can you go about redesigning the new GTM strategy? What should be the approach?
Lauren Craigie
Lauren Craigie
Cortex Head of Product Marketing • December 13
* PRD (I don’t create but it’s vital for me to have so I ensure one exists) * Launch plan in a productivity or shared tool, plus a slack channel for all GTM leads * Messaging house-snippets the team can use whenever they talk about the product on web, in digital, campaigns, outbound, e......Read More
395 Views
2 requests
How does your GTM strategy for a new feature/upgrade differ from a product-level GTM strategy?
Lauren Craigie
Lauren Craigie
Cortex Head of Product Marketing • December 13
Everything comes back to the launch tiering for me. T1-T3. In a nutshell: T1 is revenue-generating or new market opening — you should have a landing page on the website, pricing and packaging, and a long-tail content strategy T2 is usage/adoption or competitive win rate increasing — you may not......Read More
443 Views
2 requests
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.
Lauren Craigie
Lauren Craigie
Cortex Head of Product Marketing • December 13
I want to answer this one because I think it’s important to take note of the framing :) The marketing team shouldn’t have to be “convinced” after you’ve already created a plan. They should be aware of/excited about your launches well ahead of that. Sit down with the team and do quarterly or mo......Read More
419 Views
2 requests
How do you treat minor releases and enhancements in your GTM process?
Lauren Craigie
Lauren Craigie
Cortex Head of Product Marketing • December 13

You could consider a weekly or monthly product update email, public running change log, or in-app notifications (or docked changelog) for your current customers.

420 Views
2 requests
What are the best approaches to crafting a Go-to-market strategy when you are trying to unbundle a product feature and position individually?
The product is planning to switch from sales-led to product-led growth and self-serve.
Lauren Craigie
Lauren Craigie
Cortex Head of Product Marketing • December 13
What a cool question! And project for you to undertake! I think the good news is that if your market research, audience focus, and messaging framework were as robust as you’d hope, you don’t need to think too hard about refactoring core positioning. So I would refocus your effort into three (si......Read More
645 Views
2 requests
Go-to-market strategy can be so broad and different by company/market. How do you define it and get alignment across the team?
Lauren Craigie
Lauren Craigie
Cortex Head of Product Marketing • December 13
I think it’s less important to worry about consensus seeking on every step (there should be dozens for every launch regardless of size), and most important to align on 1) what constitutes a really big launch, a medium launch, and a small launch 2) align on roles that you hope/expect your peers ......Read More
417 Views
2 requests