Ankit Shah

Here are some of the best product GTM strategies that I have seen top brands use successfully: Product Led Growth (PLG) - They focus on self-serving and freemium tier, examples include Slack, Zoom Content/Education Led GTM - They focus on thought leadership, inbound content, and free education, examples include Hubspot, Atlassian Community Led GTM - They invest in user communities, amabassadors, and advocacy programs, examples include Figma, Notion, Braze Ecosystem Led GTM - They build or join a ...Read More

The Product Marketing team typically owns the GTM strategy because they sit at the intersection of product, sales, and marketing. Product Marketing - Defines target audience, positioning, messaging, pricing, and launch strategy. Product Management - Provides product roadmap, features, and business case. Sales / CS - Provides customer insights and executes on enablement. Demand Gen / Growth Marketing - Activates campaigns and generates pipeline. So PMM is the strategic owner of GTM, but it’s exec ...Read More

Product marketing teams often face alignment challenges with other functions. With Product Management, tension arises between roadmap priorities and customer needs, which can be solved with joint planning and customer insights. Sales often demands fast enablement while PMM focuses on positioning—addressed by creating a repeatable enablement framework and involving sales early. Demand Gen typically focuses on lead volume while PMM prioritizes targeted messaging, requiring shared KPIs to bridge th ...Read More

If your product is new and you don’t yet have many customers, a GTM should focus on validation and building momentum. Here’s how to go about it: Define ICP and Personas – Get very clear on who your first customers should be (niche market, early adopters, pain points). Leverage Partners / Beta Users – Use early customers as references and co-marketers; collect testimonials, case studies, and feedback. Build a Lighthouse Customer Strategy – Prioritize a small set of “flagship” wins to use as proof ...Read More

Aligning cross-functional stakeholders starts with defining shared goals that we can all works towards. Clear roles and responsibilities help reduce confusion and keep everyone aligned. Using customer data to guide decisions ensures alignment is fact-based, and not someone's opinion. Consistent communication, early stakeholder involvement, and strong kickoff planning build the right kind of buy-in and momentum. A great example of that is our product launch kickoffs, we have the right stakeholder ...Read More

Sales buy-in is key to landing new messaging, they should be one of the most important stakeholders in developing your core messaging. Identify the right level of sales leaders/managers and ICs to get input/feedback as you are developing your messaging Collaborate with them and get early feedback on how that messaging comes to life in sales content. Partner with sales champions in delivering sales enablement, Sales would rather hear and use talk tracks coming from their peers. Put forums in plac ...Read More

Building relationships with stakeholders involves recognizing their unique perspectives, goals, and challenges. It’s about actively listening, building relationships, and understanding their priorities. My process begins with identifying all relevant stakeholders, both internal and external, by mapping out who will be impacted by or who has influence over the project. I then engage with each stakeholder through 1:1 meetings or workshops to gather insights into their expectations and concerns. I ...Read More