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

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6 Answers

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Justin Fink

Freshworks Sr. Director of Enterprise Marketing • 1y

I have clear definitions for a product, feature, or solution: Product: Standalone good or service that provides value to customers; something we develop, market, and sell to solve customer problems / needs. Feature: Specific functionality or capability within a product that enhances its value but does not stand alone (features contribute to the overall usefulness of a product). Solution: A solution is how a product (or combination of products and services) and its features work together to so ...Read More

5,351 Views
Lauren Craigie

Inngest Head of Marketing • 2y

Everything comes back to the launch tiering for me. T1-T3. In a nutshell: T1 is revenue-generating or new market opening — you should have a landing page on the website, pricing and packaging, and a long-tail content strategy T2 is usage/adoption or competitive win rate increasing — you may not need pricing/packaging or a landing page but should have a plan to talk about this feature again in all of your go-forward content T3 is user experience improvement or churn reduction — you need customer ...Read More

969 Views
Daniel Kuperman

Jellyfish VP of Product Marketing • 2y

It all depends on the impact, in terms of revenue, that the feature will have overall. For smaller features that are important but will not result in a big increase in sales, you don't need a full scale GTM plan with press releases, analyst briefings, etc. A product-level GTM will typically be more involved, require additional teams to support, and more dedicated time to plan and execute.

2,822 Views
Randi Lee

Lucas Advisory Strategy & Go-To-Market Advisor | Formerly Fundbox • 3y

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 upsell is your goal, you might want to create anticipation with a wait list and email nuture for existing customers who are your target.

1,101 Views
Rachel Cheyfitz

Visual Layer S.Director of Product Marketing | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet,Coro • 3y

A go-to-market (GTM) strategy for a new feature or upgrade would focus on promoting the specific benefits and value of that feature to the target market, while a product-level GTM strategy would take a more holistic approach and focus on the overall value and positioning of the product. The GTM strategy for a new feature or upgrade would typically involve creating messaging and marketing collateral that highlights the specific benefits of the feature, and identifying the key customer segments th ...Read More

550 Views
Karthic Subramanian

Confluent Staff Product Marketing Manager | Formerly MongoDB, Pega • 5mo

Product GTM means introducing an entirely new solution to the market. You're starting from zero: building awareness, establishing your category position, creating acquisition machinery, and targeting net-new users who don't know the product exists yet. Think 6-18 month timeline, significant budget (20-50% of first-year revenue targets), cross-functional teams, and metrics focused on acquisition—CAC, pipeline, market share. Feature GTM means enhancing what your existing users already have. You're ...Read More

204 Views