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Go-To-Market Strategy

13 Answers
Agustina Sacerdote
Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDALMarch 25
I don't actually use market research for that, is the short answer. If we believe that our solution is well suited for a particular vertical, we have the budget to invest in GTM to capture business in this vertical, and the vertical is fragmented / doesn't have a real clear winner, we will go for......Read More
1689 Views
4 Answers
Christy Roach
Christy Roach
Airtable Senior Director, Portfolio & Engagement Product MarketingDecember 10
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 custome......Read More
2580 Views
6 Answers
Priya Gill
Priya Gill
SurveyMonkey Vice President, Product MarketingDecember 13
I’m assuming that when you say “existing GTM strategy is not working for the product”, you mean that the product launch failed in some way. I think it’s important to first do a retrospective to understand what really happened and rectify the problem areas. Some common areas to explore first: * ......Read More
1009 Views
2 Answers
Sherry Wu
Sherry Wu
Gong Director of Product MarketingSeptember 1
There are approximately 1,001 things that can go wrong with any launch. It's impossible to prepare for all of those! You've got 2 categories of risks - internal and external. * Internal risks - these are execution risks in terms of product readiness, marketing readiness, etc. To mitigate ......Read More
792 Views
What is the best way to prepare a mock Go-To-Market plan for a product in a very precise and concise way, when asked in an interview?
I usually come across an interview round wherein I am handed the task of preparing a mock GTM plan for a product. I find it pretty vague as expectations vary widely and I am usually confused about what all to include and how to represent. Is there any example?
11 Answers
Abdul Rastagar
Abdul Rastagar
GTM Leader | Marketing Author | Career CoachJune 12
Usually, they're testing to see if you understand how to launch a product but you are right, different hiring managers look for different things.  My recommendation is that rather than listing a long list of activities to try to catch every single item, you focus on the ones that you believe w......Read More
3804 Views
1 Answer
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
240 Views
5 Answers
Dave Steer
Dave Steer
GitLab Vice President of Product MarketingJuly 14
Ah, the elusive product-market fit…what Mark Andreesen once called ‘the only thing that matters’. Broadly, there are two components that I look at: a defined and interesting market with a clear problem to be solved; and a capability (or product) that meets the need in the market. With this ......Read More
669 Views
7 Answers
Priya Gill
Priya Gill
SurveyMonkey Vice President, Product MarketingDecember 13
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
869 Views
12 Answers
Jack Wei
Jack Wei
Sendbird Head of Product MarketingJanuary 27
There are dfinitely many directions to take. I'll try to distill down to two metrics across external & internal GTM KPIs: External * Leads, or Revenue within X days of launch * Activation/adoption within X days of launch Internal * Stakeholder satisfaction (survey) * GTM on time deliver......Read More
1381 Views
4 Answers
Arianna Schatzki-Mcclain
Arianna Schatzki-Mcclain
Lyra Health Group Manager, Product MarketingAugust 4
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, how often do you ask a friend who's used the product how they like it, or look for peer reviews online from trusted sources?  ......Read More
757 Views