AMA: Postscript Vice President Of Product Marketing, Sam Melnick on Go-To-Market Strategy

To me it starts with right people to target (ICP) and the right message. I've talked about ICP in other answers so for this I want to talk about clarity and simplicity in messaging. If you're not maniacally committed to simplicity and clarity in your marketing messaging, you're going to confuse your customers and prospects. Think about it: You spend 30-60 hours a week (or more!) thinking about your company, its product, and mission—probably even in your off-hours if you're like me. 🙃 But your cu ...Read More

This is all about the Ideal Customer Profile (ICP) comes in. I'm going to start with the three main use cases for your ICP aka operationalizing: For your GTM team the its meant to focus outbound marketing and sales efforts and to help you qualify in/out inbound leads. Your ICP is the “Who” of companies that get the most value from your offering. Put it to work by defining outbound lists, ad targeting, creating lead scoring, building discovery and qualification questions, case studies to target, ...Read More

It depends. The right amount of detail to include in Go-To-Market (GTM) materials should be driven by what your sales and customer success teams can realistically digest and act on. First, consider their capabilities: Are they seasoned with your product and messaging, or is there a learning curve? How much is already on their plate, and what’s going on in the business (end of quarter, new hire ramp, etc.)? Timing is key—think about what part of the year it is and how critical this GTM activity i ...Read More

Yikes. This is a big one! If your GTM strategy isn’t working, product marketing can’t overhaul it alone, but they can identify when it’s failing. Look for red flags like declining win rates, rising churn, or consistently losing to competitors. If you spot these issues, it’s time to escalate to leadership—especially your CMO, Head of Sales, and CPO. They need to be involved in determining if the current GTM motion is broken. Once there’s alignment that things need to change, don’t rush into a ful ...Read More

When building a B2B Enterprise product GTM strategy, four key pillars stand out: ICP, Messaging/Positioning, TAM, and Company Goals. These need to be in sync for success. Start by triangulating between ICP (who exactly are you targeting), Messaging/Positioning (why should they care), TAM (is there enough market to go after), and Company Goals (does this align with where leadership is taking the business). If your ICP is off, you’re chasing the wrong customers. If your messaging doesn’t resonate, ...Read More