AMA: ServiceNow Global Partner Marketing Director, Andy Yen on Go-To-Market Strategy

Generating buy-in, whether you call it alignment, influence, or trust is the most important skill you can build and master as a marketer. It's not a skill you master on a single project, it's a muscle that you master over time. After spending a few years In product marketing, I realized that creating polished content and clever positioning could only get you so far. The most senior leaders weren't necessarily the best marketers, but they were able to build empathy and relevance with others. So i ...Read More

To truly stand out, you have to have conviction that you're the best at what you do. That confidence isn't a given (for most people), it's earned over time by consistently building wins and proving your differentiation over time. One of the most important indicators that you're on the right track, is when people who should be your collaborators actually try to derail your progress. This is why it's also critical to make sure you're at the right company in the right type of environment where ther ...Read More

If you're not comfortable with navigating through change, you shouldn't be implementing a "GTM" strategy. By definition "GTM" is go-to-market, and the market is always changing - whether its your business, customer needs, or having to work with new coworkers. Within the realms of traditional marketing for a business unit, that might mean adapting to changes in priorities in leadership. In partner and alliance marketing, the stakes are higher as platforms shift, C-suite changes have drastic effec ...Read More