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Marisa Currie-Rose

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

October 12 @ 10:00AM PST
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Shopify Director of Product Marketing, Marisa Currie-Rose on Go-To-Market Strategy
Top Questions
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 • October 12
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 objec......Read More
3011 Views
1 request
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 • October 12
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 c......Read More
856 Views
2 requests
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 • October 12
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: 1. Conduct market research. You can do this through surveys, interviews, focus groups, and other methods. 2. Dig into your existing customer bas......Read More
1178 Views
2 requests
What are the core documents you create for every GTM?
Marisa Currie-Rose
Marisa Currie-Rose
Shopify Director of Product Marketing • October 12
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 addres......Read More
998 Views
2 requests
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 • October 12
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: * Creat......Read More
1235 Views
2 requests