AMA: Momentive Vice President, Product Marketing, Priya Gill on Go-to-Market Strategy

The most typical KPIs are pipeline/revenue if it’s a product that can be purchased or product adoption if it’s free. However, there are other KPIs that can be leading indicators to follow. It’ll depend on the feature/product/service you’re launching and what the goal of your launch is, so there’s no hard and fast rule here. But here are some examples depending on what you’re trying to achieve: Product goals Product-market fit: product adoption Product launch success: product-specific pipeline, s ...Read More

If you understand the customer problems or market gaps you’re solving for, then you should be able to hone in on your target buyer and the types of customers you want to attract. It’s a lot easier to narrow down to an ICP if your product is already established and you have a base of customers to pull data from. From there you can start looking for patterns to see if there are commonalities across a specific segment of customers: by region, industry, company size, or type of buyer (department, jo ...Read More

There are 3 core areas that I ensure I have a solid understanding of before I build my GTM plan (it’s the same for when I have to build messaging & positioning): Market trends & Competitive landscape: Understand what’s happening in the market we’re looking to play in and the customer problems or market gaps we are looking to solve. What similar offerings exist and how does our offering differentiate? Target buyer(s) & their pain points: Get a clear understanding of who my target buye ...Read More

One of the most challenging product launches I’ve done was the launch of Box Drive. It was challenging for 2 reasons: 1) we were dead last to market from a product competitive perspective (and only able to launch as a public beta to start) and 2) we were going to be feature deficient (compared to the competition) at the time of the launch. All of our competitors had gone to market with very similar messaging (based on viewing their web copy and press releases) and I was struggling to find a way ...Read More

I’m assuming that when you say “existing GTM strategy is not working for the product”, you mean that the product launch failed in some way. I think it’s important to first do a retrospective to understand what really happened and rectify the problem areas. Some common areas to explore first: Dig into the data: Is it a conversion problem or top of funnel problem? Assess the product & pricing: Is there product-market fit? Did we solve the customer pain points with the feature set we delivered? ...Read More