Go-To-Market Strategy
Treasure Data Director of Product Marketing • 3y
Looking at your current customer base and the characteristics of top customers (I do this based on ARR) is a great place to start! You can focus on relevant characteristi...
1438 Views
Confluent Staff Product Marketing Manager | Formerly MongoDB, Pega • 9mo
It depends on the size and goals of the launch, but start planning and executing on it between 4 to 12 weeks before launch. For a tier 1 launch that required multiple tea...
270 Views
Etsy Director of Seller Product Marketing • 10mo
My team’s mission is to empower sellers to succeed by building their trust in Etsy, encouraging them to use our resources, and ultimately helping their shops grow. So, wh...
3093 Views
Etsy Director of Seller Product Marketing • 10mo
This is something my team thinks about all the time! We can't always perfectly time our product launches (due to internal readiness and/or other external factors that com...
2988 Views
LinkedIn Director of Product Marketing • 1y
Regarding GTM tiering...
We have three tiers for our GTMs.
Tier 1 is generally reserved for the products that have the most commercial/revenue upside and/or the greate...
2615 Views
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LinkedIn Director of Product Marketing • 1y
It sounds like by “GTM readiness” the questioner might mean “marketing launch readiness”, so I’ll answer within that framing.
I touch on this in another answer, but brie...
3658 Views
Director of Product Marketing • 10mo
When developing a new GTM strategy, it is essential to meet with various stakeholders one-on-one. Ask what they need from a GTM motion. Ask for feedback and tailor it acc...
173 Views
KiwiQ.AI Head of Marketing & GTM • 11mo
I’m in the process of building my own custom GPT for competitive content analysis, and starting to plan for agentic discoverability.The goal? Spot shifts in messaging, po...
904 Views
We're looking to expand our B2B SaaS product in new markets (UK)? How should I go to market? What bases should I cover?
We have a sales-partner channel (CRM company) that sells us. What should I be looking at additionally to create more momentum with brand awareness that ultimately creates a pipeline for both the sales teams (ours and theirs)?
I'm looking at the following;
1. Sales outreach (both teams).
2. Listing websites.
3. Press release.
4. Social media marketing.
KiwiQ.AI Head of Marketing & GTM • 11mo
Whether at Fortune 500s, fintech unicorns, or high-growth startups, my experience has been that going to market in a new region isn’t about speed, but planning and execut...
430 Views
KiwiQ.AI Head of Marketing & GTM • 11mo
As a lean team building intelligent GTM assistants, we don’t just use AI - it is critical to us to research faster, decide smarter, and ship faster. For us, Gen AI isn't...
437 Views
What do you think are the most important pillars for B2B Enterprise product GTM strategy?
While planning for a GTM strategy what framework do you suggest should be used? I understand that STP is one of the key aspects, what are the other aspects to put it in place to ensure a solid GTM?
Coachendo Director of Product Marketing | Formerly Google, Microsoft • 1y
This is an excellent question! Planning a GTM strategy for B2B enterprises requires a tailored approach that accounts for longer sales cycles, multiple decision-makers, a...
1489 Views
How can a GTM for a new product with comparatively fewer features than the competitors, but it is affordable, be planned in a saturated market?
There's a product that does only a few things that the competitor does, but at an affordable price. But there are more affordable products in the market already, and they have fewer features than the new product. Now considering these, how to make a GTM plan, or should something be done from the product side to differentiate it?
Former SVP of Product Marketing at Quickbase • 11mo
Sounds like you're stuck in the middle of the feature/price matrix. Here's how I'd think through the GTM strategy:First, Clarify Your PositionAre you the "good enough" so...
889 Views
How to mitigate any risks associated with the pricing strategy/price changes for a B2B2C product for a very early-stage startup?
For a very early-stage startup, we are experimenting with various strategies, including pricing, to understand the customer's willingness to pay. If I go to market with a certain price point and later make changes to it, how would this impact sales and customer perception? How can I avoid any risks associated with this?
Former SVP of Product Marketing at Quickbase • 11mo
In an early-stage GTM - you need pricing flexibility but also customer trust. Here's how I'd navigate it:Frame It as Partnership, Not ExperimentationEarly adopter positio...
490 Views
What medium (slides, software, etc.) should be used to share product roadmap with customers without competitors getting access and without the risk of resources being shared that are out dated?
Trying to find a solution for our revenue team to share exciting product updates, while ensuring competitors don't get access to details and ideally not needing to make constant updates.
Former SVP of Product Marketing at Quickbase • 11mo
Here are a few approachesPublic roadmap - high-level themes and directions (competitors will see this anyway)Customer-only portal - authenticated access with more detail ...
902 Views
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2y
My experience at Gartner taught me that analysts are deeply passionate about the areas they cover. It is in a company’s best interest to see analysts (such as the ones at...
1781 Views
How do you stay aligned with your customer success teams for your managed accounts?
Thinking through driving webinar attendance, launching new features, persona mapping etc.
Former SVP of Product Marketing at Quickbase • 11mo
Misalignment here can kill so many good GTM efforts. Here's what's worked for me:Strategic Partnership, Not Just CoordinationCS and GTM need to be true partners in drivin...
1291 Views
What is your role in managing brand & product marketing? What experience do you have in each area?
Your title is atypical to SaaS. Most tech companies have a separate brand Group compared to a product marketing group given the responsibilities.
Iterable Head of Product Marketing • 11mo
In my world, product marketing and brand need to be reciprocal. As a product marketing leader, I need to understand the tone, emotion, and values that the brand wants to ...
1486 Views
Iterable Head of Product Marketing • 11mo
The most common gap I've seen in experienced product marketers is that they lose their curiosity and their beginner's mindset when solving a new problem. They tend to use...
1770 Views
How do you plan for the year when marketing multiple products?
Considering that you have to do sales enablement, product launches, events, redoing messaging and campaigns
Adobe Head of GTM Strategy, APAC & Japan • 1y
I think this is the same situation whether it's a big or small company and prioritisation is the most consistent theme here. That and alignment to business objectives or ...
3361 Views
Webflow Chief Marketing Officer • 3y
Part of what makes Product Marketing such an exciting (and sometimes complicated) function is that it can have a wide array of capabilities. The exact capabilities will v...
1633 Views
Etsy Senior Director, Seller Growth & Retention • 1y
The key building blocks in a GTM are customer insights, building a strong value proposition and positioning, and developing a strong rollout or launch plan. Leading with...
1142 Views
What are some suggestions for preparing a GTM plan particularly for a bundled product launch?
Assume there is an upcoming launch of a new bundled product in the next 4-6 months. The bundled product is composed of 3 products, all of which are also brand new. These 3 subproducts cannot be bought separately - the bundled product is going to be sold as 1 SKU. The 3 new products are also launching at a few different timeframes over the launch. (i.e. one is going GA first, where the other is in beta at that time and will go GA later).
Looking for insights or advice on effectively composing a GTM roadmap and plan that includes each subproduct's GTM plans in the context of the GTM plan of the bundled product.
Thank you!
Oracle Product Marketing, Product Launch, GTM, ex-AWS | Formerly Amazon Web Services, Sprinklr • 1y
This is a taxonomy question. When I look at bundled products, I consider what is part of the bundle. In your details you shared that there is only 1 SKU and all subproduc...
4266 Views
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2y
If you’re not seeing the expected results, do this immediately: dig into why you’re not seeing results. Investigate the data to better understand why your GTM strategy is...
1618 Views
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 2y
One of the biggest challenges when preparing for a launch is identifying the “unknown unknowns”—risks that can cause a launch to fail but aren’t immediately obvious or in...
227 Views
Outtake AI VP of Strategy & Marketing | Formerly Cyera, Zscaler, Docker • 1y
The most effective management model I have seen was born out of some of the original Blade Logic GTM teams. I started working with a few who learned this model called Pow...
2355 Views
Adobe Head of GTM Strategy, APAC & Japan • 1y
Great question and the short answer is 'yes/no' haha! So in general it's really hard to get the broader organisations to be excited about persona's but one trick that I d...
1999 Views
Adobe Head of GTM Strategy, APAC & Japan • 1y
I'm not sure I understand the second part of the question r.e marketplaces as a solution for customers but I'll take a crack at answering the analyst relations one. Essen...
1630 Views
Adobe Director, Product Marketing & Strategy • 1y
Product marketing roles vary widely, but at its core, it’s about driving growth and retention. With that broad responsibility, collaboration is key, which can naturally l...
14270 Views
Adobe Head of GTM Strategy, APAC & Japan • 1y
The rule of thumb (in my opinion) is to always work backwards from the audience..i.e the customer! Who are you trying to speak to? Where are they? What 'version' of them ...
3761 Views
HiredScore Head of Product Marketing • 3y
Leverage the channels that you own and the ones you can earn. What does your marketing team and sales team currently own? Email marketing, one-pagers, ADR outreach, websi...
1377 Views
Carta Vice President Product Marketing • 1y
One thing I’ve done to ensure quality and consistency of messaging as it gets rolled out is to convert my PMM messaging framework into approved copy (with the help of cop...
1428 Views
Freshworks Sr. Director of Enterprise Marketing • 1y
The varying degrees when thinking through partner-specific tactics are dramatic, but I break it down into a few buckets:
Who is in your current portfolio of partners an...
7550 Views
Eventbrite Global Head of Marketplace Marketing • 2y
A GTM typically includes risks around how certain groups of customers may react to the change in experience, be it the product, service, or pricing.Generally, these negat...
1279 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
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...
475 Views
Moorepay Head of Product Marketing • 2y
We must measure the success of our GTM strategies! Without it you make it incredibly difficult to replicate success, or deliver insightful lessons learnt. However, your K...
560 Views
TigerData Head of Marketing • 3y
Whether a brief or a presentation, you should always have a core internal doc outlining your strategy and roadmap. I am religious about this exercise—given that it will e...
1958 Views
Treasure Data Director of Product Marketing • 3y
To simplify it at a high level, I would say its having a clear understand of the 3 C's: Customers, Company, and Competition.
To dissect that a bit:
1. Identify your targ...
1192 Views
Inngest Head of Marketing • 2y
If there’s alignment on the ICP you’ve helped codify — alignment both where you win today and where you want to win tomorrow — it’s significantly easier to influence prod...
480 Views
Stripe Head of Product Marketing, APAC • 1y
The best companies understand that delivering value isn’t a one-time event; it’s a continuous process. Marketing ongoing innovation means evolving how you position the pr...
10668 Views
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 1y
At You.com, we’ve adopted a new agile GTM approach that’s been working well.One of the biggest challenges in GTM strategy is that you can spend too much time planning, bu...
1013 Views
Carta Vice President Product Marketing • 1y
Based on the language you used in your question, I think you already know the answer! Balance is the right word because the leading and lagging indicators measure very d...
1459 Views
Virta Health Director of Product Marketing • 3y
Across B2B and B2C companies, one of the biggest influencers in a buying decision is a happy customer. Think about it, when you go to buy something that matters to you, h...
2033 Views
How do you think of GTM? What does it include, and what does it not include?
As someone who is looking to specialize myself, hoping to align on what GTM means and your responsibilities in a larger org.
TigerData Head of Marketing • 3y
When I think of GTM, it's from demand to advocacy. You aren't responsible for every step of this journey but are a significant contributor to enabling and owning the cust...
2965 Views
Diageo Head of Tequila Portfolio • 2y
Creating a new category presents unique challenges and is not an easy task, especially since you likely won't have any benchmarks to compare or learn from.In addition to ...
2859 Views
AssemblyAI CMO • 4y
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 upda...
7538 Views
Moloco Product Marketing Director • 1y
For Competitive Intelligence, I like Crayon and Klue.
For Messaging and Positioning, I like ChatGPT and Jasper AI.
For Sales Enablement, I like Gong.
I've used Amplitud...
2112 Views
LinkedIn Director of Product Marketing • 1y
It's always difficult to manage and prioritize your time as a PMM with the R&D org wanting to launch so many things! In the LinkedIn Ads business, we have a PMM team ...
7902 Views
Advisor & Investor | Product Marketing Expert | B2B | Formerly Pandadoc,Unbabel, McKinsey • 2y
There is no right answer. It depends on the strategy - if it's more driven by self-service (PLG) or sales. In sales-driven organizations, sales bring revenue and, therefo...
600 Views
LinkedIn Director of Product Marketing • 1y
If I had minimal resources and needed to focus on basically one thing as a startup PMM, it would be to conduct a needs-based analysis of my prospective customers' "jobs t...
12174 Views
Amplitude Product Marketing Director • 1y
Recently we launched a new vision for digital analytics called Amplitude Made Easy: https://amplitude.com/easyThis launch was an opportunity to showcase the future of the...
2446 Views