AMA: Lyra Health Group Product Marketing Manager, Arianna Schatzki-McClain on Go-to-Market Strategy

There are different motivations for launching products. For example, beyond solving a buyer problem a company could launch a product to expand TAM, retain customers, or differentiate from competitors. Based on this business objective you should determine specific goals and KPIs to ensure you are tracking towards success. This may look slightly different whether you are B2B, B2C, or B2B2C.   That being said, there are some go-to KPIs that most product marketing care about. As PMMs, a key part of ...Read More

Almost every launch has something unexpected arise not matter how much you plan. To me, the riskiest items are the ones that might be harder to change or adjust post-launch. Making sure there is product market fit is make or break. By that I mean, the buyer you've identified has a clear pain point and the product that was build addresses that pain point. I've seen launches across different companies struggle because a product was built before fully understanding the buyer need. Lack of alignment ...Read More

I strongly believe that every GTM strategy should start with researching and understanding the market, competitive, and buyer/prospect needs. Above, I mentioned more details about what types of data might be interesting to look at for verticle prioritization, but this list can also apply here. Combining market and more internal business data together helps inform your business case, which ideally happens and comes together before a decision is made to prioritize an offering onto the roadmap. If ...Read More

Market research is near and dear to my heart and at the core of any strong product and go-to-market plan. I have many examples of how you can use research to inform vertical strategy, but my first tip is to just get started. If you are on a small but mighty PMM team (or perhaps you're the only PMM), any data is better than none.   Verticals might mean prioritizing based on industry, company size, persona (or often a combination). I recommend trying to define what an early adopter looks like in y ...Read More

Across B2B and B2C companies, one of the biggest influencers in a buying decision is a happy customer. Think about it, when you go to buy something that matters to you, how often do you ask a friend who's used the product how they like it, or look for peer reviews online from trusted sources?  Peer feedback, case studies, and references can make or break a purchase decision . Buyers want to know that they can trust you as a company and that your product will deliver what you say you will provide ...Read More

The framework itself for a global product launch doesn't differ from the standard, but the strategy for rollout will very much depend on what you are selling and how your buyer likes to buy. Many companies choose to do phased rollouts or more officially break a global launch down into a collection of smaller launches. This helps de-risk the launch and gives companies a chance to test things out.  Here are some factor to keep in mind for a global rollout strategy: Consider how your buyer makes pu ...Read More

The product launch cycle and how PMM collaborates with others throughout this process can look different at every organization. In my experience, PMM is involved early when the roadmap is being created to provide insight on market opportunity, build business cases to inform prioritization, and represent the customer's voice in roadmap decisions. Once a product has been prioritized to the roadmap, PMM is involved on a regular basis to help test early prototypes with customers, build out the GTM s ...Read More