Go-To-Market Strategy
Epic Games Senior Director of Marketing • 8mo
First things first, I like to define a good GTM strategy as one that clearly outlines: Business goals with measurable KPIsTarget audience and the best channels to reach t...
10966 Views
How can PMMs adapt GTM plans as early assumptions break down after launch?
Lately, I’ve found myself revisiting GTM docs I wrote just 6 weeks ago — and questioning half of it.
Most GTM plans are built on early signals:
👉 A few conversations with users
👉 Feedback from beta testers
👉 Initial market research
But then you launch.
Your assumptions meet reality — and sometimes, they don’t hold up.
Your ICP starts looking different
The messaging that resonated in interviews falls flat
So the real question is:
How do you integrate what you’ve learned — without rewriting everything from scratch?
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • Apr 19
The best framing I have found for this is to stop thinking of the GTM plan as a document and start thinking of it as a set of hypotheses you are testing in real time.I ha...
205 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1mo
This can be a whole webinar topic! So much noise right now around this topic! Every company has a mandate to use AI and drive business outcomes. The opportunities1) Bett...
464 Views
Datadog VP, Product Marketing | Formerly Salesforce, Attentive • 8mo
I don't think you can really differentiate PMM tactics from the rest of the company (and you shouldn't want to). A strong GTM motion involves all parties rowing in sync, ...
1772 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1mo
Let's see I would say there are probably 5 area to pay attention to:Positioning: Feature-led messaging instead of outcome-led positioningIf buyers cannot clearly articula...
399 Views
Upcoming AMAs
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1mo
This is a good one. Ideally, you need to adjust GTM when the data, the market, or the customer tells you the story is not landing or the motion is not working. It is not ...
386 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1mo
This is a pretty broad question and given the number of ways teams are experimenting with AI and GTM tools like Clay, Gong, 1mind, Caliber Mind, the options are endless g...
379 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1mo
The three most critical roles are:1) Product leader or GMThey ensure the GTM strategy aligns to the product vision, roadmap timing, and the customer problem we are solvin...
382 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1mo
Yes, a standard framework keeps launches consistent, scalable, and measurable. But it should be flexible based on launch size and impact.
Our framework usually includes:
...
392 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1mo
PLG changes the motion because the product is the primary acquisition, conversion, and expansion engine. The GTM strategy needs to focus on driving adoption, activation, ...
412 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1mo
Yes. GTM cannot live only in product marketing because execution sits across the company. But, I wouldn't frame it as “approval” though, more like alignment and clarity o...
395 Views
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2mo
Strong content sales-enablement programs work because they help buyers make decisions faster and with less risk. In my experience, the most effective PMMs anchor enableme...
979 Views
KiwiQ.AI Head of Marketing & GTM • 10mo
With every company pitching AI, consumer marketing today relies even more on the basics: trust, emotion, and immediate utility.At KiwiQ.AI, we’re testing a LinkedIn-focus...
511 Views
Freshworks Sr. Director of Enterprise Marketing • 1y
I have clear definitions for a product, feature, or solution:Product: Standalone good or service that provides value to customers; something we develop, market, and sell ...
5353 Views
Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • 8mo
The Product Marketing team typically owns the GTM strategy because they sit at the intersection of product, sales, and marketing.Product Marketing - Defines target audien...
13694 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 4mo
The details depend largely on the context of the change you're looking to drive. The size of the change, the size of your organization, your current processes and company...
540 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 4mo
For anything important, it should be a part of the process from the very start. It should start well before the beta, and it shouldn't stop after launch either. The reaso...
537 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 4mo
At this point, if you're not using AI at every stage of your workflow, you're behind. That said, AI isn't a silver bullet. Knowing where it helps and where it doesn't is ...
557 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 4mo
If everything is a priority, nothing is. So, you have to adjust the level of effort and investment you make in a product launch based on the relative importance and poten...
1134 Views
Etsy Director of Seller Product Marketing • 10mo
My team is the bridge connecting product, marketing, support, and many other functions. This means cross-functional collaboration is so important, though it definitely co...
6402 Views
Director of Product Marketing • 6mo
In my experience, nothing softens siloed departments more than a big product launch. Before the launch, have a convo with each department head and ask, "What does your te...
221 Views
How do you approach GTM globally?
How does that vary given what region you may reside in (HQ vs. regional)
Iterable Head of Product Marketing • 11mo
A global GTM can be tricky. Cultural nuances must be considered, but the approach and story you're telling have to be consistent. One of my biggest pieces of advice is th...
3548 Views
Director of Product Marketing • 7mo
When you’re launching a seasonal wave, the key is to stop thinking in “feature lists” and start thinking in “themes.”Ask: What’s the big theme tying these features togeth...
237 Views
Director of Product Marketing • 7mo
Ads play a crucial role because they’re one of the fastest, most measurable ways to validate your go-to-market strategy. They let you test messaging, targeting, and posit...
193 Views
Peregrine Vice President of Product Marketing • 8mo
We stay close to the product roadmap and start planning when we have a strong sense of timing for beta and GA. Key milestones include developing the messaging house, work...
894 Views
ServiceNow VP, Product Marketing - CRM • 8mo
Build relationships with revenue leadership and marketing leaders to gain influence in go-to-market planning. Look for opportunities to improve the process and tie produc...
1052 Views
Peregrine Vice President of Product Marketing • 8mo
Positioning and messaging is a must-have for any role. To get that right, you need to immerse yourself in understanding the products, competitive landscape, and business ...
914 Views
Peregrine Vice President of Product Marketing • 8mo
We're using AI to auto-generate battle cards from our Gong customer calls, which saves significant time and captures the winning words from successful deals.While we have...
878 Views
Etsy Senior Director, Seller Growth & Retention • 8mo
The biggest challenge is launching products that aren't primarily designed with customer needs in mind, such as regulatory requirements or revenue-driving features for th...
885 Views
Etsy Senior Director, Seller Growth & Retention • 8mo
We launched a gifting feature called Gift Mode at the Super Bowl in February 2024. It was memorable because it came from our long-term company strategy, had an accelerate...
897 Views
Peregrine Vice President of Product Marketing • 8mo
At Google and Gong, the line between core product marketing and go-to-market product marketing is blurry. The inbound work sits more on the product side, while launching,...
902 Views
Epic Games Senior Director of Marketing • 8mo
Focusing only on what PMs say instead of what customers wantThis is a common mistake - inside out vs. outside in thinking. It's easier to talk to someone internal, it's e...
753 Views
Epic Games Senior Director of Marketing • 8mo
There are a variety of ways to get buy-in - from large meetings with presentation and Q&A to 1-1s with all key stakeholders. I have had success in both strategies, b...
554 Views
Epic Games Senior Director of Marketing • 8mo
This seems like a trick question - working independently without information, insights, or advice from key stakeholders is a huge mistake. PMMs must operate as the hub in...
8898 Views
ServiceNow Senior Director, Platform and AI Product Marketing • 8mo
Love this question! One thing I won't do is lead a launch with features over the actual problem it's solving for your customers.
Features should change and get enhanced, ...
528 Views
ServiceNow Director of Product Marketing • 8mo
Define clear objectivesUnderstand your audienceEvaluate channel performancePrioritize based on cost and benefitTest and iterateAlign with leadership
512 Views
ServiceNow Senior Director, Platform and AI Product Marketing • 8mo
I love the idea behind this question! Here are some ways I've done this in the past:
Create teaser content. Short clips, "launch trailer", planting the customer challen...
598 Views
Datadog VP, Product Marketing | Formerly Salesforce, Attentive • 8mo
Talk to sellers! Building relationships with sales and CS is key to understanding if your GTM plans are effective. The numbers will tell you a lot, but the notes and info...
459 Views
Adobe Head of GTM Strategy, APAC & Japan • 1y
I suppose we should start with the term 'GTM Strategy' for starters. This can mean a lot of things to a lot of different people and groups so ensuring clarity around this...
1680 Views
ServiceNow Global Partner Marketing Director • 8mo
The approach depends on the company's growth model. In product-led growth organizations, success comes from showcasing the product in unique and differentiated ways that ...
443 Views
ServiceNow Global Partner Marketing Director • 8mo
In today's world of partner marketing and AI, it's rare to have the luxury to reflect back on how a single GTM strategy is performing (engagement at target accounts, pipe...
464 Views
ServiceNow Global Partner Marketing Director • 8mo
The biggest shift I've made in my approach to "GTM strategy" approach over the last three years, has been learning how to say "no" to the things that don't feel right, an...
433 Views
ServiceNow Global Partner Marketing Director • 8mo
To truly stand out, you have to have conviction that you're the best at what you do. That confidence isn't a given (for most people), it's earned over time by consistentl...
852 Views
ServiceNow Director of Product Marketing • 8mo
Month 1–2: Discovery & planningMonth 3: Product positioning and messagingMonth 4–5: Enablement & content creationMonth 6: Pre-Launch activitiesMonth 7: LaunchMont...
514 Views
ServiceNow Director of Product Marketing • 8mo
1:1 Interviews Moderated by Subject Matter ExpertsOnline Discussion BoardsA/B TestingCustomer surveys and Focus Groups
1534 Views
Datadog VP, Product Marketing | Formerly Salesforce, Attentive • 8mo
Start by understanding your key objectives. Assuming one of those is going to be "drive revenue", you need to figure out where that revenue will come from. What is your I...
473 Views
Confluent Staff Product Marketing Manager | Formerly MongoDB, Pega • 9mo
For any product or feature, customers are an outcome of a good GTM strategy and not the other way around. While customers might not be using your product yet, if the need...
295 Views
Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • 8mo
Marketing a productized service is unique because it blends the scalability of a product with the expertise of a service. Unlike traditional products, value proof is inta...
9728 Views
Treasure Data Director of Product Marketing • 3y
Tesla - Visionary
Apple - Unique value prop (and market leadership)
Click To View Draft
171 Views
What are the best approaches to crafting a Go-to-market strategy when you are trying to unbundle a product feature and position individually?
The product is planning to switch from sales-led to product-led growth and self-serve.
Inngest Head of Marketing • 2y
What a cool question! And project for you to undertake! I think the good news is that if your market research, audience focus, and messaging framework were as robust as y...
1156 Views