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Head of Product Marketing - Security, Integrations, Mobile, Salesforce • April 4
1. How does your company think of its 'market'? This is essentially a
segmentation exercise but sometimes the hardest part. This requires
alignment between sales, product, and marketing and is a great starting
point for PMM to make an impact. Decide on the GTM 'vector' early - ie.
verticals, company size, revenue band, geo, use case, needs based. Decide on
the definitions of each and write them down
2. For a given release or launch, what are the priority segments?. Not
everything is going to be equally important to every segment and the core of
GTM is to make t...
Head of Product Marketing, Narvar | Formerly Iterable, HubSpot, IBM • September 1
I think every product marketing team should! Ultimately, at Iterable we have 3
key documents:
* Product GTM Launch Plan - This is a spreadsheet that includes every team
involved in a launch, what set of activities are being done, where they are
in the development process, and more. It's really a central resource for the
entire launch.
* Positioning & Campaign Kick-Off - This document should be filled out first
before everything else. It includes all of the foundational details that will
help create positioning, and what should go into your launch campaign (in the
sp...
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Head of Global Product Marketing, Driver, Shopper & Courier Experience, Uber • May 4
A thorough go to market (GTM) plan can provide incredible clarity for the many,
many stakeholders who are involved in a launch. That’s why it’s so important for
the GTM plan to be self-serve when you don’t have the luxury of walking your
colleagues through it. The goal is to align your core team, plus answer the top
questions for anyone else who needs to be looped in. I suggest using these 9
sections as your core elements:
1. Business context, goals and projected impact → why is this launching?
2. Product experience → what is launching?
3. Audience insights, definition and targeting str...
Vice President of Product Marketing, GitLab • July 28
I love this question because it widens the aperture from product launch to
go-to-market plan. The product launch is an important part of the go-to-market
plan, but the launch only represents one (really important) point in time. I
like to think of the product launch as the rocket booster that you need to get
your message to the marketplace.
Before I share my blueprint, I have an important PSA for product marketers:
product availability is not the same thing as product launch. Product
availability is when the product is functional (as defined by the product
requirements doc) and can be used...
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Head of Product Marketing, VR Work Experiences, Oculus, Meta • January 31
I invented the 5A Framework for GTM to easily communicate a nd keep track the
top objectives of a Go-To-Market plan.
1. Audience: You must understand your target(s), and how it will be best to
approach them.
2. Angle: What is your message/angle. This will tell your audience(s) how you
solve a problem.
3. Accomplishments: Your goals and milestones
4. Activate: How will you execute your plan?
5. Assess: Evaluate and adjust
If your GTM has all of these five elements you have a solid overview of what
your GTM will deliver. It also creates real-language objectives for your GTM ...
Tiering and t-shirt sizing a launch should be based on "how impactful is this to
my customer and the company?" If it's a brand new product suite, a new offering
in the market either for the company or the space, or a material
investment/improvement from what exists today--that's a Tier 1, full-court press
(whatever that means for your company!)
Moderate improvements, new SKUs, bigger features that are exciting but not
totally new and different for the company are the market are more medium-Tier
launches.
Smaller features and incremental updates can be covered in release marketing
only, m...
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