Madison Springgate

At Sauce Labs, our product marketing team owns the sizing up of each launch based on its strategic importance and business impact. Each launch is unique, and the size helps guide the level of GTM support we provide. Here’s how we break it down: Extra Large: This is a big one— super strategic with huge revenue potential and industry impact. It solves a major problem for our customers, and is an opportunity for thought leadership and press coverage.  Large: Medium revenue potential, but still impo ...Read More

Building a developer GTM strategy is all about understanding and connecting with developers on their terms. I start with deep research to uncover the pain points they face and the tools they’re already using. It’s critical to make sure our product seamlessly integrates into their existing workflows, so it feels like a natural extension rather than something they have to learn from scratch. At Sauce Labs, we’re fortunate to have an amazing DevRel team with industry-leading contributors to Seleniu ...Read More

Creating strong competitive positioning is part art, part science, with a bit of detective work. The key is to understand your customers, your competitors, and your unique strengths - then translate those insights into a compelling story that sets you apart. Heres how I do it: Start with customer insights - The best competitive positioning starts with understanding your customers, not just your competitors. I dig into win/loss analysis, customer interviews, and sales calls to understand what rea ...Read More

It may feel obvious but the main difference is that developers are much more self-reliant and want to get their hands dirty. They’re typically less interested in traditional marketing tactics and more in practical, no-nonsense content - think code samples, SDKs, and detailed docs. For a successful developer GTM, I recommend focusing on enabling self-service trials and adoption. At Twilio, we saw great success with users starting on free trials and self-serve options, then organically growing the ...Read More

This is my favorite part of product launches—finding creative ways to tell the product story! I always make sure we have at least two demos for promoting the new product. I work with my product manager and dev teams to create a technical demo that dives deep into the product specifics. I’m also a huge fan of Navattic interactive demos—they’re more high-level and highlight the core value props. Webinars are another favorite; they’re a great way to engage directly with customers about the launch. ...Read More

When you are launching a product internally, the process needs to be collaborative and (more importantly) fun! I first create a product launch brief that covers everything you need to know about the product - the positioning, GTM plan, competitive analysis, etc. This doc is shared widely across the company for everyone to review and give feedback. Aligning on this brief is key as it forms the foundation of our GTM strategy and guides the rest of our launch assets. About a month before the launch ...Read More

When pipeline is the main focus, I recommend these KPIs to capture both reach and conversion when running your campaign: Marketing-Sourced Pipeline: This metric shows us the dollar value of the pipeline generated by campaigns that we support as PMMs. And this gives us a concrete measure of our impact from marketing efforts.  Campaign Engagement: Tracking clicks, open rates, and sign-ups shows how well we’re capturing interest. For example, we recently uncovered that customer stories in emails dr ...Read More

Authenticity Developers have a keen eye for marketing fluff. They really value straight talk - so get to the point! What does your product do, how it works, and why it’s better. No hype, just facts. Robust Docs This can’t be overstated! Developers rely on clear, comprehensive, and accessible docs. It’s often their first point of contact with your product, so it needs to be readily available (think SEO) and provide clear answers. Community Engagement Developers thrive in communities. I really bel ...Read More

As the PMM, we are the drivers behind the strategy of the launch. We determine the strategy but we have to heavily rely on our partners to execute it. At Sauce Labs, we’ve worked across stakeholders to develop a Launch Checklist Template that outlines every launch activity, with designated owners to ensure alignment on responsibilities. We also hold a Launch Team Interconnect bi-weekly meeting to review the launch timeline and GTM plan, ensuring everyone is on the same page and aware of their ac ...Read More