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

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 customer impact, respectively. There might be about 3-5 T2 launches per quarter.

Our team reserves the bulk of our GTM resourcing and bandwidth for T1s. These launches have the most custom or bespoke GTM treatments and often mobilize the vastest cross-functional marketing resources (i.e.: web, customer marketing, growth/demand gen, events, content & social, PR).

By contrast, Tier 2 GTMs are bundled together in a single quarterly moment and might share the spotlight together in a joint launch blog post, combined customer launch email, etc. They might be featured in an event but wouldn't be the "hero" product per se. They might not get their own pitch deck but would get a callout in an existing solutions-oriented sales deck, for example.

Tier 3 launches generally receive little marketing support save for an update to our Help Center and maybe a mention in an internal product FAQ used by our sales org. This is not only due to their lower level of individual impact; it's also because the best way to drive awareness and adoption of smaller point-solution features is, in my experience, via in-product notifs, alerts and nudges, rather than traditional marketing channels and tactics.