AMA: Hedra Head of Marketing, Paul Rudwall on Go-To-Market Strategy

There's no one right answer here - it varies by company type and stage. Most of my experience is in B2B SaaS and more recently the AI-native startup world. I'll focus there and take a lighter touch on B2C. One thing that's consistent is that GTM strategy typically doesn't have one owner. It's a cross-functional effort, with multiple owners needing to reach alignment. For big questions, sign-off and tie-breakers often have to come from your CEO. B2B SaaS: Usually GTM strategy is jointly owned bet ...Read More

If everything is a priority, nothing is. So, you have to adjust the level of effort and investment you make in a product launch based on the relative importance and potential impact of the product. This has always been true in Product Marketing, but I think it's more important now than ever before. With the advent of AI-coding tools, companies are shipping much faster than they did even a couple of years ago. In most companies, this means PMMs are asked to market more things, with less prep time ...Read More

At this point, if you're not using AI at every stage of your workflow, you're behind. That said, AI isn't a silver bullet. Knowing where it helps and where it doesn't is critical. Where I've found AI really useful: Market Analysis: Some of the newer models do a really good job of analyzing competitors, customer profiles, and target markets. Analyzing Large Internal Datasets: If you large datasets, particularly ones that combine structured and unstructured data, it can be really difficult disting ...Read More

The details depend largely on the context of the change you're looking to drive. The size of the change, the size of your organization, your current processes and company culture, and the people involved all have a big impact. If it's truly a new GTM strategy, and not a tweak, expect several months of change (at a minimum). In larger companies, the change may need to be managed over the course of multiple years. While the specifics will vary, there's a framework I've found helpful in thinking th ...Read More

For anything important, it should be a part of the process from the very start. It should start well before the beta, and it shouldn't stop after launch either. The reason is simple: You're not building something for the sake of building it, you're building it to grow your business. So, commercial questions need to be a part of the process early on. Who is this for? How valuable will it be to them? Is this an add-on or is it included in your standard packaging? What are the distribution channels ...Read More