AMA: Crossbeam Senior Director Product Marketing, Amanda Groves on Go-to-Market Strategy
January 24 @ 10:00AM PT
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👋 Amanda Groves
👋 Hi I'm Amanda Groves.. Philly native (Go Flyers!), Pittsburgh transplant (Go Panthers!)
💼 I currently am the VP of Product Marketing at Enable, a fin tech startup within the Supply Chaqin.
👀 Topics of interest for me are managing M&A and integrating offerings... AI product innovation/roll out and building high-performance PMM teams.
🤝 Topics I am help with... adopting agile marketing, core PMM/Solution PMM, new product introduction process/tiering and pricing and packaging.
🍦 Favorite ice cream flavor.. mochi!
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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 te...
1013 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.
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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 t...
367 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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 fall...
491 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
A good product launch has the following attributes: Data-backed. You've identified the business need, verified use cases, validated addressable market (and revenue outco...
932 Views
2 requests
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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...
473 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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...
827 Views
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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.
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
There are a few key ways you can decide to end a launch and claim success: Attach rate met (hit utilization goal) Next feature iteration deployed (next enhancement is r...
348 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
The core elements of strong, repeatable GTM framework are: Objective: Backed by data (quant) and customer feedback (qual) insights along with market and competitive rese...
474 Views
1 request
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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 revenu...
822 Views
1 request
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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 Marketin...
682 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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...
350 Views
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What is your go to market planning blueprint?
What core elements must it encompass?
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
My blueprint usually consists of at minimum completing a product marketing brief that consists of: feature name description value props use cases audience packaging/pric...
2748 Views
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What does the Go-to-Market process look like for a global product?
Does it differ vs. more regional launches?
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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 ...
424 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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, a...
473 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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 ...
537 Views
3 requests
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
The most risky operationalizations in a GTM strategy to me are spray and pray (homogenous) campaigns, broad (not segmented nor sophisticated/suppressed, not segmented (ta...
724 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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 ...
487 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?
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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 i...
1270 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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 gathe...
1296 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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 a...
1328 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
These are typically small launches with functionality that maintains market position, parity, and performance. Communication channels should include but are not limited t...
1431 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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 - ...
1180 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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 enablemen...
1419 Views
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