AMA: Cortex Head of Product Marketing, Lauren Craigie on Go-To-Market Strategy
December 14 @ 10:00AM PT
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Inngest Head of Marketing • 2y
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 prod...
471 Views
3 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.
Inngest Head of Marketing • 2y
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 y...
1153 Views
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Inngest Head of Marketing • 2y
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, p...
960 Views
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Inngest Head of Marketing • 2y
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 leadsMessaging ho...
449 Views
2 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?
Inngest Head of Marketing • 2y
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...
2704 Views
3 requests
Inngest Head of Marketing • 2y
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 audien...
610 Views
3 requests
Inngest Head of Marketing • 2y
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.
457 Views
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Inngest Head of Marketing • 2y
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)...
522 Views
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Inngest Head of Marketing • 2y
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 wit...
712 Views
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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.
Inngest Head of Marketing • 2y
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...
444 Views
2 requests