Question Page

What are the factors that you consider before choosing how to promote the launch?

Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 21

Over the years I created a tiering calculator to help me gauge feature impact and inform relative GTM activities. They range from Tier 1 (biggest launch type) to Tier 4 - silent/soft launches. The questions I use to size-up tiering are

...Does the feature:

  • Provide something our competitors don't?
  • Solve a new buyer pain point?
  • Solve a new use case for an existing customer?
  • Introduce new functionality that changes customer workflows?
  • Improve functionality or performance of an existing customer workflow?
  • Change the user interface?
  • Add new internal tasks or support requirements?

Based on these answers - I'm able to map across pre-established tiers and corresponding marketing activities. 

767 Views
Desiree Motamedi
Desiree Motamedi
Salesforce CMO - Next Gen PlatformJune 30

I like to use the GTM T-shirt sizing exercise to prepare for launches. It involves first figuring out the level of resources you’ll need to GTM, then fine-tuning the criteria needed to make it the most successful it could possibly be. At this point, you want to assess things such as product value, the degree of existing customer reach, competition/market dynamics, and risks/sensitivities. Of course there is no fixed formula and these things vary based on each launch, but giving yourself this high-level visibility of the potential turnout helps you map out the most direct path to success. In my experience, XFN meetings are highly effective for accountability across teams, but they also help you bring this mapped-out launch to life—all while creating a cohesive and consistent story that your stakeholders can follow along with.

802 Views
Mastering Product Marketing Skills
Thursday, July 25 • 12PM PT
Mastering Product Marketing Skills
Virtual Event
Iris M. Stein
Chaitali Waychal
Charles Severson
+442
attendees
Dave Daniels
Dave Daniels
BrainKraft FounderMay 8

Answer four fundamental questions:

  1. Who are my buyers? (focus)

  2. Where do they get or seek information? (watering holes)

  3. What are the government regulatory hurdles? (barriers to entry)

  4. How do buyers in the new geography make a buying decision, and what information do they need to make that decision in our favor? (business practices and norms)

171 Views
Top Product Marketing Mentors
Christy Roach
Christy Roach
AssemblyAI VP of Marketing
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Jeffrey Vocell
Panorama Education Head of Product Marketing
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network Experiences
JD Prater
JD Prater
AssemblyAI Head Of Product Marketing
Priya Gill
Priya Gill
SurveyMonkey Head of Global Marketing
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing
Amanda Groves
Amanda Groves
Enable VP of Product Marketing
Jiong Liu
Jiong Liu
Wiz Senior Director of Product Marketing