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Go-To-Market Strategy

What are the steps involved to create a successful go-to-market plan?

7 Answers

Crossbeam Senior Director Product Marketing • June 21

Define your why: * Why does this feature/product matter? (value) * What use cases does it solve for? (messaging) * How does it compare to the "old way" of doing things? (solution statement) * How does it compare to the competition? (competitive differentiator) * What does good look like fo......Read More

1026 Views

What parts of your gtm planning and execution have become more important as you've developed as a product marketer? And what parts do you now view as less important?

2 Answers

Florian Delval

ActionIQ Director, Technical Product Marketing Manager • March 25

The number #1 recommendation is cross functional alignment. In organizations of any size–small and large–it's not sufficient to have only your direct leadership on board with the GTM strategy. Ensuring that the product, sales, and professional services leadership are informed and explicitly suppo......Read More

301 Views

What tactics help keep your cross-functional teams engaged during a LONG lead up to a big launch?

Nobody wants another meeting, but it's important to keep urgency and momentum. How do you keep everyone informed, aligned and bought in.

1 Answer

Iman Bayatra

Coachendo Director of Product Marketing • March 18

I totally agree with you. Nobody wants another meeting! In fact, loading up with endless meetings is a recipe for disengagement. Here are some tactics I follow to keep stakeholders informed, aligned, and engaged throughout the entire process: 1. Phased communication: Personally, I begin with ......Read More

466 Views

How do you approach building a land and expand strategy?

Let's say for a product like Slack, how would you leverage marketing, product, sales and CS functions to increase Slack adoption across the company. I read this article on how IBM adopted Slack (https://medium.com/design-ibm/listen-to-the-wild-ducks-how-ibm-adopted-slack-2bcfd3732680) and I was wondering how the product marketing team at Slack would formulate it?

5 Answers

Christy Roach

AssemblyAI VP of Marketing • November 17

I can’t speak for how a team at a company I haven’t worked for but here’s how I’ve seen land and expand work well in the past. The TL;DR is that your land strategy should be very focused on the initial purchase/use of your product and your expand strategy should focus on building on momentum from......Read More

3252 Views

What is your blueprint for developing a ‘go to market plan’?

What core elements must it encompass?

9 Answers

Dave Steer

GitLab Vice President of Product Marketing • July 28

I love this question because it widens the aperture from product launch to go-to-market plan. The product launch is an important part of the go-to-market plan, but the launch only represents one (really important) point in time. I like to think of the product launch as the rocket booster that you......Read More

8360 Views

How do you navigate a large company to ensure others know your work, no matter what level you are at?

2 Answers

Elizabeth Grossenbacher

Cisco Product Marketing Leader • March 5

I’ve been incredibly fortunate to have had internal sponsors both as my direct manager as well as stakeholders. These sponsors would go to bat for me to help me progress in my career. But there are things I did to make it easy for them to do it, and it makes all the difference in getting recogniz......Read More

928 Views

What are some of the best product go-to-market strategies used by best brands?

1 Answer

Elizabeth Grossenbacher

Cisco Product Marketing Leader • March 5

One of my favorite quotes in marketing is: “sell the hole, not the drill.” A marketing professor at Harvard, Theodore Levitt, lectured about this and would argue that people don’t want to buy a drill; they want a hole. The drill is just the tool used to create the hole. This is where I’ve seen so......Read More

1003 Views

How do you approach pivoting GTM strategy if you're not seeing expected results i.e. pipeline growth, customer momentum,ACV and ARR goals etc.

1 Answer

Elizabeth Grossenbacher

Cisco Product Marketing Leader • March 5

If you’re not seeing the expected results, do this immediately: dig into why you’re not seeing results. Investigate the data to better understand why your GTM strategy isn’t working. Whatever metric is “down”, you need to know why. Look at the data again, and talk to customers to supplement with ......Read More

946 Views

What advice do you have for product marketers to ensure exposure to analyst relations at their company?

1 Answer

Elizabeth Grossenbacher

Cisco Product Marketing Leader • March 5

My experience at Gartner taught me that analysts are deeply passionate about the areas they cover. It is in a company’s best interest to see analysts (such as the ones at Gartner as well as other firms) as partners in the creation of a GTM strategy. These analysts are out talking to our customers......Read More

960 Views

How do you think of GTM? What does it include, and what does it not include?

As someone who is looking to specialize myself, hoping to align on what GTM means and your responsibilities in a larger org.

3 Answers

Hien Phan

Pinecone Head of Product Marketing, Partner, and Customer Marketing • March 15

When I think of GTM, it's from demand to advocacy. You aren't responsible for every step of this journey but are a significant contributor to enabling and owning the customer buying journey. Questions I always ask myself when I join as a GTM PMM are as follows: 1. Do my fellow marketers have w......Read More

1585 Views

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