Do you create a risk and mitigation plan for the gtm strategy right out of the gate? If not, how do you predict and reduce foreseen risk?

There are approximately 1,001 things that can go wrong with any launch. It's impossible to prepare for all of those! You've got 2 categories of risks - internal and external. Internal risks - these are execution risks in terms of product readiness, marketing readiness, etc. To mitigate that, you can build in hurdle criteria leading up to launches. Proactive monitoring is the best mitigation strategy here. Examples: Product readiness. What are early indicators that the product might not be ready? ...Read More

Yes, we always create a risk and mitigation plan for a GTM strategy. For instance, if we expect that our audience may have feedback about a particular feature launch, we will give our audiences an opportunity to provide feedback. If there is a problem with an element of a feature, our seller community in particular is quick to let us know, and we can make improvements quickly! We also always develop reactive communications for our customer service agents to use so that we can quickly respond to ...Read More

It depends on the size of the GTM and its impact on the organization, both positively and in terms of its potential negative risk impact. In the case of a major, value proposition shifting, launch with significant revenue impact, this generally warrants a thorough risk & mitigation plan as there will inevitably be possibility for risk of customer confusion, backlash, and churn. You'll want to develop this plan methodically, based on a mutually exclusive, collectively exhaustive set of risks ...Read More

The truth is, every launch is going to come with risks, and these vary from business to business. Of course, the longer you have been with a business, the easier it is to know the common pitfalls when it comes to launching and delivering a GTM plan. If you’re new to a business, or the PM function it's worth following a couple of steps to mitigate risk: What are our lessons learnt from our last launch What could we have done better during our last GTM Who do we need to engage now to ensure this G ...Read More

One of the biggest challenges when preparing for a launch is identifying the “unknown unknowns”—risks that can cause a launch to fail but aren’t immediately obvious or intuitive. Before a significant launch, I definitely recommend investing time to identify potential issues in order to give the product the best chance at succeeding. Here’s a high-level outline of the four-phased approach we use at ZipRecruiter: Outline the product flow: the first step is to visualize the end-to-end product exper ...Read More