AMA: ServiceNow Director of Product Marketing, Don Fuss on Go-To-Market Strategy

Communications and PR are strategic levers that amplify GTM success.

• Amplifying brand awareness via press releases, media outreach, influencer engagement

• Establishing credibility and trust via earned media

• Driving unified messaging

• Supporting campaign execution via collaborating with marketing and sales to craft storylines, vet customer publicity preferences, and build narratives that support GTM launches

• 1:1 Interviews Moderated by Subject Matter Experts

• Online Discussion Boards

• A/B Testing

• Customer surveys and Focus Groups

Even if you're not a primary stakeholder, you can still influence GTM outcomes by focusing on these high-impact areas:

• Craft compelling narratives that resonate with target personas

• Own the creation of sales enablement assets—first call decks, demo narratives, FAQs, and customer stories

• Act as the connective tissue between product, sales, and marketing

• Insert yourself into GTM planning motions—even if informally

Surveys, focus groups, and one-on-one interviews to gather insights from sales leadership

• Define clear objectives

• Understand your audience

• Evaluate channel performance

• Prioritize based on cost and benefit

• Test and iterate

• Align with leadership

• Month 1–2: Discovery & planning

• Month 3: Product positioning and messaging

• Month 4–5: Enablement & content creation

• Month 6: Pre-Launch activities

• Month 7: Launch

• Month 8–9: Post-Launch optimization