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How have you used market research to influence or develop go-to-market strategy?

Some examples could be increasing win rate against a specific competitor, opening a new market, or influencing the product roadmap

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2 Answers
Market Research
  1. Ali McCourt Turhal
    Ali McCourt Turhal

    ClassDojo Head of Product Marketing • 8mo

    Market research is one of the fastest ways to sharpen GTM because it clarifies who the real buyer is, what drives their decisions, and what narratives you need to win.Two examples: Standing up a new GTM motion: We already had strong traction with end users, but growth with decision-makers wasn’t keeping pace. Research revealed that while awareness was high, perception was misaligned with what we could actually deliver. It also surfaced a few misconceptions that were blocking adoption. Those insi ...Read More

    569 Views
  2. Kuber Sharma
    Kuber Sharma

    UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 24

    Ali's examples are both good illustrations of the real value of market research: it doesn't just confirm strategy, it surfaces the assumption you didn't know you were making. The most impactful use of market research in GTM strategy I've run was at Tableau. We were preparing to expand our enterprise motion, and the internal assumption was that the primary buyer was the data analytics team. Research showed the actual budget holder and decision influencer in large enterprises was increasingly the ...Read More

    222 Views

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