Sharebird
Sign Up / Sign In
Sherry Wu

AMA: Gong Director, Product Marketing, Sherry Wu on Go-To-Market Strategy

August 31, 2023 @ 10:00AM PT

View AMA Answers

Sherry Wu

Senior Director, Product Marketing · Gong

👋 Hi, I’m Sherry, based in Seattle, WA

💼 Currently Senior Director, Platform PMM at Gong

👀 I love PMM because we are the ultimate GTM polymaths

🤝 PMM also = enablement at scale, which is why I’m glad Sharebird exists!

🍦 Favorite ice cream flavor: anything with a coffee or tea base.

  1. 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?

    Sherry Wu
    Sherry Wu

    Gong Senior Director, Product Marketing | Formerly MaintainX, Samsara, Comfy, Cisco • 2y

    Homework exercises will vary, so there isn't a one-size-fits-all answer here.As an interviewer I usually look for a few things: Tie the GTM plan back to the business priorities. Tell me why the launch matters and what business impact it is expected to have. Tell me how you would measure the impact. Be clear on your target audience. Tell me how you selected that audience -- tell me your thought process. Account for the market / competitive landscape in your positioning. Do some light research on ...Read More

    7,541 Views
    3 requests

  2. What are the main components of your GTM strategy? How do those vary by product type?

    Sherry Wu
    Sherry Wu

    Gong Senior Director, Product Marketing | Formerly MaintainX, Samsara, Comfy, Cisco • 2y

    Before launching a product, you have to first start with a solid market strategy. Market & customer research. What's your market and how big is it? Who currently plays in this market? With what, and how much does it cost? Product strategy (led by product & finance). Should we build this product ourselves or look to buy or partner? What are the target margins? Customer research. Who are the target segments? What is their willingness to pay? Once you've defined your product opportunity and ...Read More

    4,737 Views
    3 requests

  3. 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?

    Sherry Wu
    Sherry Wu

    Gong Senior Director, Product Marketing | Formerly MaintainX, Samsara, Comfy, Cisco • 2y

    GTM strategy, whether you're designing it for the first time or redesigning it for the 8th time, starts with your customers and your market. First, talk to your customers. Win/loss interviews are a treasure trove of insight. Talk to your best customers -- the ones who bought your product quickly, without asking for discounting, and the ones who keep buying. Talk to the ones who passed on your product. Why did they pass? Was the product not meeting expectations? Priced too high? Were they not fin ...Read More

    1,324 Views
    3 requests

  4. Do you create a risk and mitigation plan for the gtm strategy right out of the gate? If not, how do you predict and reduce foreseen risk?

    Sherry Wu
    Sherry Wu

    Gong Senior Director, Product Marketing | Formerly MaintainX, Samsara, Comfy, Cisco • 2y

    There are approximately 1,001 things that can go wrong with any launch. It's impossible to prepare for all of those! You've got 2 categories of risks - internal and external. Internal risks - these are execution risks in terms of product readiness, marketing readiness, etc. To mitigate that, you can build in hurdle criteria leading up to launches. Proactive monitoring is the best mitigation strategy here. Examples: Product readiness. What are early indicators that the product might not be ready? ...Read More

    1,884 Views
    2 requests