Dave Steer

I love this question because it widens the aperture from product launch to go-to-market plan. The product launch is an important part of the go-to-market plan, but the la...

My team and I use a Message House framework that covers the following elements: Solution/Product Naming Tagline Positioning Statement Short and Long Descriptions For th...

Great question - you'll see the answer is some of the my other answers. I'll add a few other steps here:First, be intentional about the core working group. Go-to-market c...

I answered a previous question about measuring success of a product post-launch, but it’s worth diving more deeply into KPIs for the launch itself. The most important s...

Overall, you want to be looking at metrics that give you an understanding of success (e.g. adoption, revenue, word-of-mouth), inform tweaks to your messaging, and future ...

Changing your positioning is a big deal. So much of your Go to Market plan relies on a positioning strategy that is well thought out and embraced by your company. Whene...

Product Marketers should, as they say, measure what matters...and what matters is heavily dependent on the stage of the business and product. If you are earlier stage, fo...

There are, of course, several elements so I’m just going to touch on the foundational pieces that product marketers must have in place. But before I do, I have one pro-ti...

I'm glad to hear that you are thinking about certifications -- it's a great way to learn about different product marketing capabilities and get third-party endorsement of...

Operationalizing a go-to-market strategy is not for the faint of heart. There’s a lot that happens between writing the doc (see narrative above) or slides and executing t...