AMA: Meta Head of Product Marketing, VR Fitness, Media and Work, Susan Park on Clear GTM Frameworks and Strategy

I invented the 5A Framework for GTM to easily communicate a nd keep track the top objectives of a Go-To-Market plan.  Audience: You must understand your target(s), and how it will be best to approach them.  Angle: What is your message/angle. This will tell your audience(s) how you solve a problem. Accomplishments: Your goals and milestones Activate: How will you execute your plan?  Assess: Evaluate and adjust If your GTM has all of these five elements you have a solid overview of what your GTM w ...Read More

Absolutely.   Audience: Understand your target(s) Angle: Tell your audience(s) how you solve a problem Accomplishments: Have goals and milestones Activate: How to execute your plan Assess: Evaluate and adjust Most of all empower your XFN team to ensure you have the tactics spelled out, especially in the Angle and Activate sections. (Naming, positioning, core messaging etc). Bring in experts for each A and they will help ensure you have your tactics covered for the launch you would like to comple ...Read More

Instead of a "vertical focus" go forward with a New Audience focus so you can leverage the 5A GTM framework , and ensure you're thinking through a consumers' need.  Also, if you focus on a new user, you can also employ the "Job to be done" framework, which can help narrow what the customer really wants to get done and how your product can satiate that need. After you establish those jobs (UXR) you can use market research and even analytics to scale out the size of these jobs and what could bring ...Read More

Accomplishments or goals: This is a critical A (please refer to Spark's 5A Framework or other answers) that can be very hard to figure out, but it's worth the time to build them.  I like to think of KPIs in two buckets:  1. New/nascent products need to drive Retention. Set up your Acccomplishments to focus on retention, and after you have that - you can push growth and start heavily investing in marketing to drive growth. If you aren't retaining customers, then there is no need to focus on anyth ...Read More

Spotify Video Ads Why: I had a new boss that did not trust me yet, nor hired me and didn't understand my Google background and I needed to gain their trust as well as the XFN team Thinking back I grew significanlty during this because I had to earn the trust of a new manager AND my XFN team to get this done. It was exhausting and trained me for the future, but I would not put anyone else through what I went through.   I have now been that new manager coming into a launch and I've learned how to ...Read More

I built the 5A Framework of GTM for this question. :-) I know where you're coming from. You're proud of your incredibly, detailed GTM, but you need to present this plan to your GTM team, and you're in a sea of product documents and spreadhseets and you're unsure of what points to bring up. Create 5 sections with each of these A's, and you'll be surprised how holistic the GTM story is, and the quality feedback you will get back to pivot the GTM if need it. This is why Audience: You must understan ...Read More

"A product launch is like giving birth. You work so hard on preparing for the birth, but then you have a baby to take care of after," Yuxi Wang, PMM at Meta. The Product Launch is just the "birthing process" of the product. Establish early metrics please use the 5A Framework for GTM to determine success with your XFN team.  I consider a launch when the product is live and there are no more gates to usage. A product can be launched into BETA, and the success metrics can coincide with those expect ...Read More

Do not launch in that market/region if you do not have support. Instead, focus on other areas/regions that do, shore up your resources and be a bigger success. Nothing is more attractive than a successful product elsewhere, so if you find success in other regions, the stakeholder will be asking for you to come to the market.  A seniors sales stakeholder in a SaaS organization's job is to drive revenue, and the easiest way for them to do that is to launch a new product. If they are not welcoming ...Read More