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Marisa Currie-Rose

AMA: Shopify Director of Product Marketing, Marisa Currie-Rose on Go-To-Market Strategy

October 12, 2023 @ 10:00AM PT

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  1. What is the best way to prepare a mock Go-To-Market plan for a product in a very precise and concise way, when asked in an interview?

    I usually come across an interview round wherein I am handed the task of preparing a mock GTM plan for a product. I find it pretty vague as expectations vary widely and I am usually confused about what all to include and how to represent. Is there any example?

    Marisa Currie-Rose
    Marisa Currie-Rose

    Shopify Director of Product Marketing • 2y

    I think about Go-To-Market plans being comprised of the following work:

    • Understanding the product and its value proposition

    • Gather feedback from current and potential customers

    • Understanding the competitive landscape

    • Identifying the total addressable market (TAM)

    • Setting objectives and the goals of the GTM plan

    • Developing a pricing and sales strategy

    • Crafting a messaging strategy by including the value propositions

    • Choosing marketing channels

    • Creating a launch timeline

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  2. Go-to-market strategy can be so broad and different by company/market. How do you define it and get alignment across the team?

    Marisa Currie-Rose
    Marisa Currie-Rose

    Shopify Director of Product Marketing • 2y

    Before we start working on a Go-To-Market strategy, we work with cross-functional teams to align on the value props and priority level of the launch. For example, a P0 launch gets a different strategy than a P2 launch. To communicate this clearly and concisely, you can do the following: Create a GTM document that outlines your strategy in detail. Share this document with all team members and update it regularly as your strategy evolves. Hold regular team meetings to discuss the GTM strategy and ...Read More

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  3. What are the core documents you create for every GTM?

    Marisa Currie-Rose
    Marisa Currie-Rose

    Shopify Director of Product Marketing • 2y

    Core documents will vary at each company, but I think there are some common ones to consider:  Market research/Competitive analysis: Helps you understand your total addressable market, competition, and whether your product fits the market. Positioning document: Define your total addressable market, value proposition, and competitive landscape. Messaging document: Outline the key messages you'll use to communicate with your audience. Marketing measurement: Enables you to track the impact of your ...Read More

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  4. How do you identify ideal customer profiles and operationalize them as a part of your GTM strategy?

    Marisa Currie-Rose
    Marisa Currie-Rose

    Shopify Director of Product Marketing • 2y

    In order to identify ideal customer profiles as part of your GTM strategy you should do the following in the early stages of the GTM planning: Conduct market research. You can do this through surveys, interviews, focus groups, and other methods. Dig into your existing customer base. This will help you understand who your current customers are and how they use your product. Create customer personas. They help you understand the needs and wants of your ideal customer so you know how to speak to th ...Read More

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  5. How do you decide on the right amount of detail to share in Go-To-Market materials?

    Marisa Currie-Rose
    Marisa Currie-Rose

    Shopify Director of Product Marketing • 2y

    The most important thing you can do before you prepare your Go-To-Market materials is to rate your launch as a P0, P1, or P2. Not all launches are created equal, and the materials will contain different information depending on the priority level. A P0 launch is a new product launch that is critical to the company's success. The materials for a P0 launch should be comprehensive and include all of the information that potential customers need to make a decision. A P1 launch is a new product launc ...Read More

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