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
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
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
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
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?
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
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
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
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
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
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