AMA: Lyra Health Group Product Marketing Manager, Arianna Schatzki-McClain on Go-to-Market Strategy
August 3 @ 10:00AM PST
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Lyra Health Group Product Marketing Manager, Arianna Schatzki-McClain on Go-to-Market Strategy
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Arianna Schatzki-Mcclain
Lyra Health Group Manager, Product Marketing • August 3
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 PM......Read More
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Arianna Schatzki-Mcclain
Lyra Health Group Manager, Product Marketing • August 3
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. 1. Making sure there is product market fit is make or break. By that I mean, the buyer you've identified has a clear ......Read More
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What does the Go-to-Market process look like for a global product?
Does it differ vs. more regional launches?
Arianna Schatzki-Mcclain
Lyra Health Group Manager, Product Marketing • August 3
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 collectio......Read More
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Arianna Schatzki-Mcclain
Lyra Health Group Manager, Product Marketing • August 3
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 ......Read More
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Arianna Schatzki-Mcclain
Lyra Health Group Manager, Product Marketing • August 3
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 re......Read More
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Arianna Schatzki-Mcclain
Lyra Health Group Manager, Product Marketing • August 3
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. Co......Read More
6185 Views
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Arianna Schatzki-Mcclain
Lyra Health Group Manager, Product Marketing • August 3
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? ......Read More
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