launch to a full plan and the individual roles 4 Empower Next steps and key takeaways for you to begin aligning your team and your stakeholders. Agenda 1 Define Define a launch and it’s parts as related to products, features or releases. 3 Identify Identify the teams involved and how each stakeholder plays a vital role.
offerings. • External Market Analysis • Market Selection • Prototype Development Agile team works with 2-3 key customers partnered in research and discovery. Proven opportunity tied to an addressable market. • Product Strategy • Pricing and Packaging • Campaign Brief Agile team works with 5-10 customers willing to provide feedback (+/-), case studies, resources. Final stage of launch that is a catalyst for customer and prospect outreach. • Marketing Brief • Field Enablement • Feedback Loop 3 Launch Phases LIMITED AVAILABILITY GENERAL AVAILABILITY DEFINITION PARTNERSHIP
“How likely would you recommend [product/feature] to a friend or colleague?” Score must average 7.5 or higher. GO NO- GO POLITICAL ECONOMICAL SOCIAL TECHNICAL + EXTERNAL ANALYSYS INTERNAL ANALYSIS MARKET SELECTION BUILD – BUY – PARTNER COMPETENCIES DIFFERENCIATORS PRICING & PACKAIGN + DP - WORKFLOW PROTOTYPE BUID WIREFRAMES DP CLIENTS CONFIRMED ACTIVE FEEDBACK GATHERED DEFINITION PARTNERSHIP TOOLBOX
MILSTONE LA Clients are surveyed. “How likely would you recommend [product/feature] to a friend or colleague?” Score must average 7.5 or higher. GO NO- GO DEFINITION PARTNERSHIP LIMITED AVAILABILITY CUSTOMER SUCCESS & SUPPORT PRODUCT MANAGEMENT FIELD TEAMS IMPLEMENTATION TEAMS PRODUCT MARKETING MARKETING Launch
own workflow • Help to educate and evangelize a GTM process with field facing teams • Sales & Solution Consultant • ABM (Account Based Marketing)/ Inside Sales teams • Enablement Consultants • Account Management • Marketing • Support • Be flexible • Learn as you go • Adjust your plan as needed per your team structure, resources, & goals Next Steps
lead by Product Marketing • Go-To-Market plans require cross-functional resourcing • Clearly defined roles and responsibilities • Kick-off calls/meetings and alignment lead by Product Marketer • Team alignment on key milestones drives revenue and reduces cost • Increased new purchases • Increase adoption • Increase retention Key Takeaways