How do you start with a GTM strategy?

Answer

6 Answers

Go-To-Market Strategy Launch Frameworks Launch Strategy

Mary Sheehan

Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 3y

The best way to start with a GTM strategy is to assess your strategic readiness before building out the plan. For example, do you know the audience you are targeting, the positioning, the packaging and pricing? Have you assembled your core internal GTM team? Have you established the key goals and metrics for your launch?

Once you have these key items answered, it makes it much easier to build out the plan.

10,110 Views
Arianna Schatzki-Mcclain

Virta Health Director of Product Marketing • 3y

I strongly believe that every GTM strategy should start with researching and understanding the market, competitive, and buyer/prospect needs. Above, I mentioned more details about what types of data might be interesting to look at for verticle prioritization, but this list can also apply here. Combining market and more internal business data together helps inform your business case, which ideally happens and comes together before a decision is made to prioritize an offering onto the roadmap. If ...Read More

15,221 Views
Jesse Lopez

Vori Head of Product Marketing | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y

Start any GTM strategy by anchoring on the four critical components of any go-to-market initiative. What: What software or offering are you selling? What problems does it help solve? What makes your product unique vs. alternatives? Who: Who is your ideal customer profile, and why? What are their pain points, and how does your product help them solve them? Why should these customers choose your product over alternatives? Where: Where do customers learn about products in your category? What channe ...Read More

9,179 Views
Hien Phan

TigerData Head of Marketing • 3y

1. Diagnosis - what's my opportunity? What's the pain I'm solving? What's the problem?

2. Guiding Principles - given the above. How should I address this problem? This section arent' tactics.

3. Coherent Actions - your tactics.

Remember, if #1 #1 isn't clear, focused, and concise, then #2 #2 isn't either, which means #3 #3 isn't as effective.

I highly recommend a book called Good Strategy, Bad Strategy by Richard Rumelt.

2,609 Views
David Bressler

BackBox Director, Product Marketing | Formerly TIBCO, Actional, Progress, Software AG, Layer 7, Axway, BCware • 2y

Where is the strategy coming from? Leadership? The field? Your own idea? That dictates how you start. If it's your own idea, you may need KPIs up front to set goals and get leadership buy-in. If it's field-driven, you already have a champion, you just need to deliver on their ideas (with your own influence and expertise). In that case, if the champion is successful others will follow. Other thoughts: Field Driven GTM Campaign Is it repeatable? Is is regional? How can you use your champion to be ...Read More

367 Views
David Bressler

BackBox Director, Product Marketing | Formerly TIBCO, Actional, Progress, Software AG, Layer 7, Axway, BCware • 2y

Where is the strategy coming from? Leadership? The field? Your own idea? That dictates how you start. If it's your own idea, you may need KPIs up front to set goals and get leadership buy-in. If it's field-driven, you already have a champion, you just need to deliver on their ideas (with your own influence and expertise). In that case, if the champion is successful others will follow. Other thoughts: Field Driven GTM Campaign Is it repeatable? Is is regional? How can you use your champion to be ...Read More

358 Views