What are the main components of your GTM strategy? How do those vary by product type?

Your GTM strategy for a launch starts by determining the audience and “tier” of your launch. I use a framework that has 4 different tiers: Tier 1: Large, newsworthy updates that happen 1-2x per year. These change the positioning for your overall product, will appeal to your current customer base, and will attract new customers to your product. These have full-court press by the entire marketing team and usually utilize nearly all of your channels. You should rally your team around these launches ...Read More

Before launching a product, you have to first start with a solid market strategy. Market & customer research. What's your market and how big is it? Who currently plays in this market? With what, and how much does it cost? Product strategy (led by product & finance). Should we build this product ourselves or look to buy or partner? What are the target margins? Customer research. Who are the target segments? What is their willingness to pay? Once you've defined your product opportunity and ...Read More

My product marketing team is responsible for bringing products to market so that customers will readily convert. We focus on the bottom of the funnel and expansion revenue.   Measurement: We execute on our responsibility by measuring against the 4 As: — Awareness: demand — Activation: usage — Adoption: upsell/expansion — Advocacy: retention/evangelism  Focus areas: product launches (full lifecycle e.g., pricing, packaging, positioning, messaging and enablement), competitive & market intellig ...Read More

There is no one-size-fits-all GTM strategy; it will vary significantly depending on the specific product, target audience, market conditions, and other factors unique to each business. However, there are some general considerations I can share to help you structure your strategy. Every strategy should have three main phases: Pre-launch, Launch, and Post-launch. Pre-Launch Phase: External Analysis: Understand your market (target audience), competitors, industry, government policies (if applicable ...Read More

I don’t see GTM strategy as varying by product type to be totally honest.  When I read your question, I had to think back on my journey first as a packaged goods marketer and now as a tech marketer in order to gut check whether I thought the components of the strategy would be different. Meaning... if I was launching a toothbrush vs an app (I've done both!) would the components of my GTM strategy change? I landed on 'no', I don't think so. The components of a GTM strategy are just universal mark ...Read More

Good question—there’s always some grey area on lines of responsibility so I’ll add which other teams might own/participate in each phase: Research: can be owned by or with the UX and PM teams but should include user research, jobs to be done, alternatives for your solution, and language used PRD (product requirements doc): owned by the PM but the PMM can help contribute problem and solution framing. This is what I treat as gospel for exactly what the engineering team will commit to building, by ...Read More