Communities
Sign Up / Sign In
AMA: Crossbeam Senior Director Product Marketing, Amanda Groves on Go-to-Market Strategy
January 24 @ 10:00AM PST
View AMA Answers
Crossbeam Senior Director Product Marketing, Amanda Groves on Go-to-Market Strategy
Top Questions
Amanda Groves
Crossbeam Senior Director Product Marketing • January 24
Try applying elements of the “t-shirt sizing” product methodology within your tiering process. For background, t-shirt sizing helps you map effort to impact. Typically, a team assigns points or t-shirt sizes ( i.e., XS to XXL) to represent a task’s relative effort/market impact. This helps illum......Read More
562 Views
8 requests
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
A good product launch has the following attributes: 1. Data-backed. You've identified the business need, verified use cases, validated addressable market (and revenue outcomes) and mapped to target audiences. 2. Differentiated. You've researched why this launch is unique, compelling, a......Read More
519 Views
2 requests
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
The tried and true 4Ps of marketing is a great framework to inform launch tactics. They involve the following four key elements: * Product. The item or service being sold must satisfy a consumer's need or desire. * Price. An item should be sold at the right price for consumer expectations, ......Read More
439 Views
3 requests
How do you decide when a product launch has ended in order to determine the success of the 'launch'?
Product is being iterated all the time, so where exactly do you consider to be the end of a product launch period.
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
There are a few key ways you can decide to end a launch and claim success: 1. Attach rate met (hit utilization goal) 2. Next feature iteration deployed (next enhancement is released to improve/expand on original launch) 3. Upsell/expansion rev metrics met I typically like to use attach......Read More
294 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
We aim to diversify our revenue strategy with dynamic and compelling GTM campaigns. We use market research from internal and external sources to fuel decisions. Internal market research comes from our harvesting our own customer data to identify areas of penetration and greenfield. We couple thes......Read More
361 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
The most risky operationalizations in a GTM strategy to me are spray and pray (homogenous) campaigns, broad (not segmented nor sophisticated/suppressed, not segmented (targeted) and not timely (saturated). Basically, if you are not intentional with your outreach that is a huge risk and you'll end......Read More
459 Views
1 request
What does the Go-to-Market process look like for a global product?
Does it differ vs. more regional launches?
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
The big different to me is training, enablement and product localization. Make sure field teams are trained and enabled within geo-targets and materials are localized to support target markets. Ensure security, compliance and privacy regulations are considered given strict GDPR measures that impa......Read More
318 Views
1 request
What is your blueprint for developing a ‘go to market plan’?
What core elements must it encompass?
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
My blueprint usually consists of at minimum completing a product marketing brief that consists of: * feature name * description * value props * use cases * audience * packaging/pricing * how it works * help docs Couples with tiering calculation (tier 1-4) you can build a scrappy GTM blu......Read More
1129 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
It really depends on the channel and material. An email will vary from a webpage or a positioning document. I would encourage you to think about buyer stage (awareness, activation, adoption, advocacy) and tailor your message and CTA by corresponding outcome. For example, a feature release for......Read More
396 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
Some KPIs I consider across the PMM remit are: * Core PMM: Platform Adoption, Activation, and Expansion (via product and sales-led motions) * Customer and Lifecycle Marketing: Direct Revenue Attainment + Adoption and Retention * Ecosystem Marketing: Indirect Revenue Attainment + Demand ......Read More
430 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
My product marketing team is responsible for bringing products to market so that customers will readily convert. We focus on the bottom of the funnel and expansion revenue. Measurement: We execute on our responsibility by measuring against the 4 As: — Awareness: demand — Activation: usage —......Read More
383 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
The core elements of strong, repeatable GTM framework are: * Objective: Backed by data (quant) and customer feedback (qual) insights along with market and competitive research and business outcomes * Measureable: Tied to business outcomes (revenue, win rate, deal acceleration, NRR) * Ti......Read More
329 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
This is a great question and totally depends on company stage. But for really early companies like seed stage or A-B, I think WAUs can be a solid metric. I also have fallen quite fond of superhuman's PMF survey where they: "How disappointed would you feel if you could no longer use [x software......Read More
306 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
Love this question! I also have to call out we love joking about this acronym and affectionately call it "Insane Clown Posse" like the hip hop duo versus the marketing term. BUT for the industry term... I use existing data to inform the define who their ICP IS and who their ICP IS NOT. Good I......Read More
588 Views
2 requests
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
GTM could very by motion (sales-led, product-led, marketing led) or packaging (free/paid) or persona (audience). GTM could also vary by time to value (long or short sales cycle) or industry segment (vsb, mid market, enterprise). The bigger the client, the more complex the sales cycle - the longer......Read More
283 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
This is a great question. I think you'd want to first conduct a retrospective with stakeholders to understand what is flawed with current GTM strat. Is it target audience? Should you go up market or down market? Or is it the approach? Sales-led, marketing-led, product-led? Price? Packaging? There......Read More
332 Views
1 request
How do you obtain a solid understanding of how Sales sells your product?
Marketing seems to have limited access to Sales and is not invited to sales calls/meetings. How can we possibly develop B2B marketing strategy without this insight? What am I missing?
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
Do you have access to a listening tool like chorus or gong? I find when we can't be in the room, listening to how sellers pitch after calls have concluded helps us gain insight on how to iterate or improve on strategy. Another option would be to peruse customer success/support tickets to identify......Read More
759 Views
1 request
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.
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
I typically back up departmental asks with customer sentiment (qual) and data (quant). This makes it easier to rally team members around our why and cultivate influence towards a new GTM initiative. For example, recently we decided to issue a new survey that required cross-functional and leadersh......Read More
328 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
Get positioning reps in early with your champion sellers. I like to create small collaborative pods with sales team members to test new positioning and messaging. I gather their feedback, weave their voice into my enablement materials - and then they train their team on the corresponding messagin......Read More
759 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
My most successful launch to date was with a partner (ecosytem is everything!). It was successful because we proactively identified a rolling list of campaign activites and invested in high-quality promotional materials including co-branded explainer videos, gifs, and landing pages. The campaign ......Read More
711 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
These are typically small launches with functionality that maintains market position, parity, and performance. Communication channels should include but are not limited to: internal - slack announcement with positioning brief, external - cs/sales outreach template, targeted email announcement, ne......Read More
866 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
We have operationalized how we glean market and competitive insights as a team. From internal feedback loops, to social listening apps, to CABs, and Salesforce reports - there's a steady stream of competitve insights piped into PMM regularly to inform our programs. Howeever with knowledge comes p......Read More
689 Views
1 request
Amanda Groves
Crossbeam Senior Director Product Marketing • January 23
Persona! If you're able to research your persona and develop their user cases, value drivers, motivations and goals - the rest (positioning, messaging and sales enablement) will follow. Customers are the ultimate aligner, prioritize actively listening to them, join insight sessions and fuel their......Read More
862 Views
1 request
Upcoming AMA's
Shopify Senior Product Marketing Lead, Stephanie Kelman on Product Launches
July 25 @ 10:00AM PST
Register
Show All