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Go-To-Market Strategy

How do you use market research to inform priority verticals to go after in your go to market efforts?

13 Answers

Agustina Sacerdote

Square Global Head of PMM and Content Marketing, TIDAL • March 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

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

4 Answers

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • December 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

In case the existing GTM strategy is not working for the product, how can you go about redesigning the new GTM strategy? What should be the approach?

6 Answers

Priya Gill

SurveyMonkey Vice President, Product Marketing • December 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

Do you create a risk and mitigation plan for the gtm strategy right out of the gate? If not, how do you predict and reduce foreseen risk?

2 Answers

Sherry Wu

Gong Director of Product Marketing • September 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

GTM Leader | Marketing Author | Career Coach • June 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

How do you identify KPIs to measure the success of your GTM strategy?

1 Answer

Molly Chapman

Moorepay Head of Product Marketing • August 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

What metrics do you look at to say that you’ve achieved product-market fit for a totally new product?

5 Answers

Dave Steer

GitLab Vice President of Product Marketing • July 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

How do you identify ideal customer profiles and operationalize them as a part of your GTM strategy?

7 Answers

Priya Gill

SurveyMonkey Vice President, Product Marketing • December 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

What are some cornerstone KPIs that product marketers should use for every Go-To-Market strategy?

12 Answers

Jack Wei

Sendbird Head of Product Marketing • January 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

How might GTM vary for the first product i.e. at a tech startup?

4 Answers

Arianna Schatzki-Mcclain

Lyra Health Group Manager, Product Marketing • August 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