AMA: Qualia Head of Product & Partner Marketing, Priyanka Srinivasan on Go-to-Market Strategy

As always, the answer is probably “it depends” as it really does depend on what the goal of your launch is. For example, are you trying to drive awareness of a feature? Adoption? Expansion sales? Once you’ve determined the goal of a launch, the KPIs should be relatively straightforward from there. For us, most of our Tier1/2 launches have the goal of generating pipeline revenue (for either new logos, or expansion, or both) so we look at number of demos set / pipeline generated. Even if the oppor ...Read More

Yes - we definitely have a framework! It is based off of our launch tiers (which I touched upon above). Essentially, we have 4 launch tiers, and each tier has a corresponding set of activities that we’d “light up” if a feature / product is determined to fall into that tier. You can think of the total list of activities like a menu, and a certain set gets lit up depending on the tier. It’s not a hard playbook - sometimes for a Tier 1, for example, we might not do a specific activity that we would ...Read More

In my mind, enablement of internal teams is one of the most important thing you can do when it comes to repositioning or changing GTM strategy, including making it simple and effective to deliver on. We are currently in the process of this with one of our products and audiences right now. Changing how people talk about and position a product is incredibly hard, especially when they’ve been pitching a product in the same way for months or years. From my experience, not only does it take creation ...Read More

Tactically, we hold our campaign tracking open for 6 months from the launch date to track any direct inquiries a launch was responsible for as well as any opportunities it might influence in a small touch way. If my primary goals is revenue generation, I’m very interested in the direct inquiries a launch/campaign generates, which typically occurs in the first few weeks after the launch when we are making the biggest splash from a marketing perspective. Ideally, you continue marketing major produ ...Read More

Like many marketing organizations, we utilized a tiering structure to determine the priority of product releases as well as level of effort. In general, I’m always looking to link our impact directly to revenue (new logo or expansion) first and foremost. As a result, for us, “Tier 1” launches will typically contain those products or features we think will really move the needle in terms of generating hand raises from (1) total prospects (i.e., new logos, those who don’t own any of our products a ...Read More

I don’t know if it’s my ‘favorite’ launch but one launch that someone on my team recently did was around some exciting automations within our product. What makes a launch exciting for me isn’t the types of activities we do, or how much cross-functional collaboration there is, or whether we came up with something flashy for it. For me, what’s most exciting is when a product or feature is incredibly strategic to the overall vision of our products. This feature we recently launched was exciting on ...Read More