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Go-To-Market Strategy

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

1 Answer

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • July 27

A go-to-market strategy is at its heart, an exercise in alignment. A good B2B GTM plan maximizes your exposure to growth by drawing a through-line across your market and its needs, your company, and its offerings in the most efficient way possible. It is built around 3 pillars: * Market Opport......Read More

3860 Views

What's your favorite launch to date and why?

6 Answers

Eve Alexander

Seismic Vice President, Product Marketing • May 19

Love this question! It's funny - the first one that comes to mind was not actually a traditionally successful launch; it was the one where I learned the most, got to spend a ton of time with customers, and really got to flex my creative muscles. What I loved was having the space to conduct deep q......Read More

810 Views

How does your GTM strategy for a new feature/upgrade differ from a product-level GTM strategy?

1 Answer

Randi Lee

Fundbox Head of Product Marketing • November 5

GTM strategy, for me, comes back to the audience, the value offered and the outcomes you seek. I like to start with the end, regardless of whether it's a feature or a new product and map back to the customer need being solved. That informs your messaging, positioning and strategy. For example, if......Read More

773 Views

What are the best paths into PMM for early in career folks? What do you look for when you're hiring?

5 Answers

Chanel Chambers

Stealth Product Marketing Executive • January 19

I've been hiring entry-level (and higher) PMMs for 8 years, and beyond the typical things that are in the job description, here are the differentiators that separate the great candidates from the so-so candidates: * Comfort with ambiguity: The problems we deal with in product marketing are i......Read More

327 Views

When you are joining an organisation that never had product marketing before and are struggling with all areas of Product Marketing (Position, Persona, Messaging, Sales enablement etc) what should be prioritised first?

8 Answers

Amanda Groves

Crossbeam Senior Director Product Marketing • January 24

Persona! If you're able to research your persona and develop their user cases, value drivers, motivations and goals - the rest (positioning, messaging and sales enablement) will follow. Customers are the ultimate aligner, prioritize actively listening to them, join insight sessions and fuel their......Read More

543 Views

What are some best practices for a successful product launch targeting a B2B audience? What about B2C?

3 Answers

John Gargiulo

Airbnb Head of Global Product Marketing • December 1

B2B - The foundation of any successful launch is a compelling insight. This is especially true in B2B. To get to that golden nugget, even if you have a research group and/or an awesome, collaborative sales team - meet the customers. There is nothing like first-hand experience when it comes to......Read More

11658 Views

I saw you recently launched a book, what were some of the differences in launching a software product/feature vs. a book?

2 Answers

Div Manickam

Mentor : Career | Leadership | Product Marketing • January 19

I took all my learnings and experiences from product marketing - ideation to book design and creatives to book launch. Each step taught me a little more into the world of self-publishing. I encourage you to take it one step at a time. As a PMM, I love wearing multiple hats aka roles and enjoye......Read More

346 Views

What are the aspects of operationalizing a Go-To-Market plan that might prove to be most risky?

11 Answers

April Rassa

Cohere Marketing Executive • April 3

There are probably three major questions to answer when operationalizing a GTM plan: What is the governance? Meaning who is in charge? What is the division of labor? Who holds what decision rights (e.g., decide, influence, escalate)? When do you scale? There are two broad options: launch-and-......Read More

1541 Views

What criteria do you use to prioritize releases?

4 Answers

Andrew Forbes

Figma Director, Product Marketing • June 30

There are a lot of different ways to prioritize releases - and we're currently updating how we do it right now. If anyone else has any tips, let us know!! For the most part, we consider two things: business impact and customer impact. For instance, if something has a large customer and busines......Read More

810 Views

What would you say are the core elements of a strong, repeatable GTM framework?

5 Answers

Dave Steer

GitLab Vice President of Product Marketing • July 14

There are, of course, several elements so I’m just going to touch on the foundational pieces that product marketers must have in place. But before I do, I have one pro-tip: develop your GTM framework as a narrative. I've found that the activity of writing it out in narrative form helps to create ......Read More

684 Views