AMA: Iterable Head of Solutions Marketing, Michele Nieberding on Go-To-Market Strategy
January 11 @ 10:00AM PT
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👋 Michele Nieberding
Hi everyone!
👋 Your name and where you're located: Michele Nieberding located in the DC area (technically Reston, VA)
💼 The company you work at and your role: VP of Product Marketing at Optiversal
👀 What topics are top of mind right now: Measuring PMM impact
🤝 Topics that you can help others with: Being more effective using AI
🍦 Favorite ice cream flavor: (We won’t judge!): Cookies and cream foreverrr
👋 Your name and where you're located: Michele Nieberding located in the DC area (technically Reston, VA)
💼 The company you work at and your role: VP of Product Marketing at Optiversal
👀 What topics are top of mind right now: Measuring PMM impact
🤝 Topics that you can help others with: Being more effective using AI
🍦 Favorite ice cream flavor: (We won’t judge!): Cookies and cream foreverrr
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.
Treasure Data Director of Product Marketing • 3y
Get buy in EARLY, and share "excitement" around WHY the strategy was decided on and the potential value/opportunity it brings for the company and that specific marketing ...
491 Views
1 request
Treasure Data Director of Product Marketing • 3y
Looking at your current customer base and the characteristics of top customers (I do this based on ARR) is a great place to start! You can focus on relevant characteristi...
1437 Views
1 request
Treasure Data Director of Product Marketing • 3y
Some lesser known ways: A new metric my team is looking into is TAM (total addressable market) vs. SAM (sellable addressable market) and the delta between the two. The s...
1043 Views
1 request
Treasure Data Director of Product Marketing • 3y
To simplify it at a high level, I would say its having a clear understand of the 3 C's: Customers, Company, and Competition. To dissect that a bit: 1. Identify your targ...
1189 Views
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Treasure Data Director of Product Marketing • 3y
In the case the existing GTM strategy is not working, how can you go about redesigning the new GTM strategy? What should be the approach? This is a big question where it...
911 Views
1 request
Treasure Data Director of Product Marketing • 3y
Every launch is different, but here is a good starting point! Identify key stakeholders - I like to do a kickoff before a big launch wiht a POC from key teams including...
7266 Views
2 requests
Treasure Data Director of Product Marketing • 3y
We use a tiering system from 1-4, 1 being highest priority and 4 being the lowers. Criteria we look at to decide the tier of a release includes questions such as: Is th...
1078 Views
1 request
Treasure Data Director of Product Marketing • 3y
We used a RAPID framework and set up 1-2 hour sessions to review with the executive leadership team. The RAPID framework stands for: Recommended Agree Perform Input Decid...
744 Views
1 request
Treasure Data Director of Product Marketing • 3y
Having worked as a Product Marketer in 5 different tech companies (varying in sizes), I find that this is different everywhere I go! It has ranged from being more reacti...
924 Views
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Treasure Data Director of Product Marketing • 3y
I hate to say it, but it depends on the launch--for example, is this a paid new feature or included? For a paid product/feature: Opportunities created Customer TAM (of ...
1873 Views
1 request
What does the Go-to-Market process look like for a global product?
Does it differ vs. more regional launches?
Treasure Data Director of Product Marketing • 3y
It is important when thinking globally that you understand the nuances of each region/country. This typically impacts key teams including: Pricing (currency, rates, overa...
775 Views
1 request
Treasure Data Director of Product Marketing • 3y
The biggest risk I typically see in GTM strategies is that it doesnt work. Somewhere, something was missed, or the messaging, product, etc. doesnt resonate with prospects...
1826 Views
1 request
Treasure Data Director of Product Marketing • 3y
When we first started to verticalize our solution, we looked at: TAM (total addressable market) and SAM (sellable addressable market--what is realistic that YOUR company...
1727 Views
1 request