How do you size/tier GTMs? What are some of the best ways to dive into competitive intelligence?

Good questions! First, I like to think about tiering GTMs based on size of impact, complexity, and target audience. Based on that, I typically group GTMs into three categories: Tier 1: Large, critical updates: These are tools or policy changes that are fundamental to using Etsy, impact all sellers, or address legal/compliance requirements. For these types of launches, we leverage pretty much every communication channel that we have: Seller Handbook, Help Center, email campaigns, in-product messa ...Read More

Regarding GTM tiering... We have three tiers for our GTMs. Tier 1 is generally reserved for the products that have the most commercial/revenue upside and/or the greatest customer impact or change quotient. Generally speaking, our business launches 3-5 Tier 1s per year. In any given quarter, we might be working on one Tier 1 launch, one Tier 1 new-product pilot or test, and a couple Tier 1 new-product market validations. Tiers 2 and 3 are medium- and small-size in terms of commercial upside and c ...Read More

I gave some thinking on GTM tiering in a previous answer so to expand with a few examples using a 3-tier system: Example: Tier 1: Flagship product launch (e.g., a new hardware device). This is usually a first to market launch or a highly requested product. This involves a full-blown campaign, launch events, and global promotion. Tier 2: Major feature enhancement (e.g., integrating with a third-party tool). This could involve targeted outreach to existing customers and select industries. Tier 3: ...Read More

Generally, for tiering GTM Launches, I like to think about the extent to which the product experience & how we market the product changes. Here's the tiering system I recently implemented at you.com that has been battle tested in 50+ launches: Tier 1: Major Product or GTM Shift Description: Product experience and/or how we market the product fundamentally changes Frequency: 2-4/year Campaign Strategy: Dedicated Campaign Example Distribution Channels: Heavy PR push, eEvents Pre-launch testing ...Read More