Go-To-Market Strategy

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.
4 Answers
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingMarch 15
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 customer buying journey. Questions I always ask myself when I join as a GTM PMM are as follows: 1. Do my fellow marketers have w...Read More
1669 Views
5 Answers
Abhishek Anbazhagan
Abhishek Anbazhagan
Palo Alto Networks Product Marketing Manager, CortexSeptember 5
While all marketing aims to solve a customer problem. When it comes to category creation, you are going to focus a significant portion of your time convincing Analysts and Press that your articulation of the problem is unique and hasn't been done before. You then use your product-adoption/sale...Read More
787 Views
3 Answers
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsDecember 6
There are three elements that I typically use in such conversations: * customer proof; * competitor analysis; * analyst insights; * revenue potential. If you bring evidence of what customers want, how competitive the feature is, and additional market insights (e.g. analysts) as unbiase...Read More
1957 Views
8 Answers
Amanda Groves
Amanda Groves
Enable VP of Product MarketingJune 21
Define your why: * Why does this feature/product matter? (value) * What use cases does it solve for? (messaging)  * How does it compare to the "old way" of doing things? (solution statement) * How does it compare to the competition? (competitive differentiator) * What does good look like fo...Read More
1159 Views
2 Answers
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingApril 16
The key to build messaging that scales is to spend extra time on the core messaging hierarchy at the beginning. Spend the extra time debating and socializing key concepts like: * Who is it for * What situation are they in? * Pain Points * Top level message * Supporting Messaging points...Read More
640 Views
3 Answers
Molly Chapman
Molly Chapman
Moorepay Head of Product MarketingAugust 25
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 KPIs aren’t always in your hands. You might find yourself hunting around, or demanding data from other teams – therefore it’s im...Read More
513 Views
2 Answers
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 5
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 isn’t working. Whatever metric is “down”, you need to know why. Look at the data again, and talk to customers to supplement with ...Read More
1028 Views
10 Answers
Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJuly 28
Changing your positioning is a big deal. So much of your Go to Market plan relies on a positioning strategy that is well thought out and embraced by your company.  Whenever I need to manage a change to positioning, I start with understanding whether the real need is to change the positioning o...Read More
2644 Views
5 Answers
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingJuly 26
A go-to-market strategy is at its heart, an exercise in alignment. A good B2B GTM plan maximizes your exposure to growth by drawing a through-line across your market and its needs, your company, and its offerings in the most efficient way possible. It is built around 3 pillars: * Market Opport...Read More
13518 Views
11 Answers
Priya Gill
Priya Gill
SurveyMonkey Head of Global MarketingDecember 12
If you understand the customer problems or market gaps you’re solving for, then you should be able to hone in on your target buyer and the types of customers you want to attract. It’s a lot easier to narrow down to an ICP if your product is already established and you have a base of customers to ...Read More
1782 Views