In case the existing GTM strategy is not working for the product, how can you go about redesigning the new GTM strategy? What should be the approach?

I’m assuming that when you say “existing GTM strategy is not working for the product”, you mean that the product launch failed in some way. I think it’s important to first do a retrospective to understand what really happened and rectify the problem areas. Some common areas to explore first: Dig into the data: Is it a conversion problem or top of funnel problem? Assess the product & pricing: Is there product-market fit? Did we solve the customer pain points with the feature set we delivered? ...Read More

In the case the existing GTM strategy is not working, how can you go about redesigning the new GTM strategy? What should be the approach? This is a big question where it begs more questions than answers. And I think that's the key element is doing a deep dive and asking the right questions. Growth Mindset: Yes, you may not be happy with the way your GTM is doing but what's exciting is that you now have real life actual evidence of what worked or not. That's a critical piece of information that y ...Read More

GTM strategy, whether you're designing it for the first time or redesigning it for the 8th time, starts with your customers and your market. First, talk to your customers. Win/loss interviews are a treasure trove of insight. Talk to your best customers -- the ones who bought your product quickly, without asking for discounting, and the ones who keep buying. Talk to the ones who passed on your product. Why did they pass? Was the product not meeting expectations? Priced too high? Were they not fin ...Read More

This is a great question. I think you'd want to first conduct a retrospective with stakeholders to understand what is flawed with current GTM strat. Is it target audience? Should you go up market or down market? Or is it the approach? Sales-led, marketing-led, product-led? Price? Packaging? There are a few experiments you can run to isolate the issue, but upon identification, the best way to redesign would be to test the iteration on a small subset of existing market. Assess outcomes. Then broad ...Read More

So I have three principles framework for strategy: the diagnosis, the guiding principles, and the coherent action. This framework has guided me in three careers, including tech. You can read about it in a famous book called Good Strategy, Bad Strategy.  So if your strategy isn't working. How do you go about redesigning it? Well, first, you need to diagnose the opportunity or the problem. This first part is where you should spend the majority of your time. Why did it fail? What does your crucial ...Read More

Yikes. This is a big one! If your GTM strategy isn’t working, product marketing can’t overhaul it alone, but they can identify when it’s failing. Look for red flags like declining win rates, rising churn, or consistently losing to competitors. If you spot these issues, it’s time to escalate to leadership—especially your CMO, Head of Sales, and CPO. They need to be involved in determining if the current GTM motion is broken. Once there’s alignment that things need to change, don’t rush into a ful ...Read More

If it is not working, you should first assess two areas: Is it the first launch of its kind at the company (product tier, product category)? What is the metrics baseline for this product launch? These questions should be asked to determine if it truly 'isn't working' or whether it is just new and we need to see the launch fully through before making a determination. If the answer is (1) no and (2) there is no baseline yet, then you can: Change the specific tactics to lean into what specific acti ...Read More

It's important to identify the components of the GTM that aren't working (as well as those that are) and figure out the root cause. Then, craft a path forward that has the highest impact with relatively low resistance. In many cases, positioning/messaging (or the design of your creatives) doesn't resonate with your target audience. It's important to identify why - is it that it's working for certain audiences, but not the one you really want to go after? In this case, maybe it's possible to crea ...Read More

This is a pretty broad question, that probably could use some probing to answer really well. The question did, however, get me thinking... The first question that comes to mind: What's not working? Did you just fail to meet KPIs? Or, is the message simply not resonating? Are you reaching the right people? Examine your ICP and dig into where you're reaching them, and with what message. Is any call to action compelling? Is it in alignment to what your ICP cares about? Are you telling the right sto ...Read More