A go-to-market for all

Transcript

1. A Go-To-Market for All
   How to leverage and align organizations to GTMs
   By Holly Watson
   

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2. Holly Watson
   Associate Director, Product Marketing
   We have
   1,500
   employees…
   …who live in all
   24
   time zones…
   HQ
   in
   NYC
   …and
   speak
   27
   languages
   24
   OFFICES IN
   15
   COUNTRIES
   

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4. Modern Engagement
   Modern Research
   Modern Care
   Modern Marketing
   Modern Advertising
   Core Platform
   A I
   Sprinklr’s Unified Front Office
   

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5. 2
   Develop
   Develop a workflow to connect
   each phase a 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.
   

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6. Launch:
   A launch is a cross-functional effort led
   by Product Marketing who facilitates
   expertise across the company.
   Anatomy of a
   Launch
   

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7. Early development stage to test new
   market opportunities against current
   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
   

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8. OWNER: Product Manager
   MILESTONE
   LAUNCH DOCUMENT
   DP 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
   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
   

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9. OWNER: Product Marketing
   FIELD COLLATERAL CREATION
   LAUNCH DOCUMENTS
   LA - WORKFLOW
   PRICING & PACKAGING
   ROADMAP
   COMPETITIVE ANALYSIS
   +
   PRODUCT STRATEGY
   PRODUCT MARKETING
   MESSAGING MATRIX
   PRODUCT POSITIONING
   BUYER PERSONAS
   PRIMARY USE CASES
   +
   MARKETING TESTING
   LA CLIENTS SOURCED
   UAT BEGINS
   LIMITED AVAILABILITY
   PMK BILL OF
   MATERIALS
   OVERVIEWS
   TRAINING
   GUIDES
   DEMO VIDEOS
   MARKET
   OVERVIEW
   PITCH DECK
   MESSAGING
   HOUSE/ GUIDE
   PMK
   Bill of Materials
   

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10. OWNER: Product Marketing
    TEAM COLLABORATION
    REFINE AND ITTERATE
    LA - 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
    

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11. OWNER: Product Marketing
    GA - WORKFLOW
    BUILDING A PLAN
    TEAM COLLABORATION
    CUSTOMER
    SUCCESS &
    SUPPORT
    PRODUCT
    MANAGEMENT
    FIELD TEAMS
    IMPLEMENTATION
    TEAMS
    PRODUCT
    MARKETING
    MARKETING
    Launch
    GTM LAUNCH
    PLAN
    CAMPAIGN BREIF
    KPIs AND GOALS
    PMK BOM COMPLETE
    +
    GTM LAUNCH PLAN
    INBOUND MARKETING
    SUB-CAMPAIGN
    ABM ACTIVITIES
    WEBSITE
    +
    SUB-CAMPAIGN
    DEMAND GEN
    EVENTS
    GENERAL AVAILABILITY
    OUTBOUND MARKETING
    +
    

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12. OWNER: Product Marketing
    FIELD COLLATERAL UPDATE
    REFINE AND ITTERATE
    GA - WORKFLOW
    CAMPAIGN BREIF
    KPIs AND GOALS
    PMK BOM COMPLETE
    +
    GTM LAUNCH PLAN
    INBOUND MARKETING
    SUB-CAMPAIGN
    ABM ACTIVITIES
    WEBSITE
    +
    SUB-CAMPAIGN
    DEMAND GEN
    EVENTS
    GENERAL AVAILABILITY
    OUTBOUND MARKETING
    +
    ADOPTION
    RETENTION
    SUPPORT
    CUSTOMER EXPERIENCE
    FIELD FEEDBACK
    SOCIAL MONITORING
    WEB ANALYTICS
    CUSTOMER INTERVIEWS
    WIN/LOSS REPORTS
    CUSTOMER FEEDBACK PMK BILL OF
    MATERIALS
    OVERVIEWS
    TRAINING
    GUIDES
    DEMO VIDEOS
    MARKET
    OVERVIEW
    PITCH DECK
    MESSAGING
    HOUSE/ GUIDE
    

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13. • Work with your Product Management team to define your 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
    

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14. • Product launches of all sizes is a cross-functional effort 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
    

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15. Holly Watson
    Associate Director, Product Marketing
    LinkedIn: /in/787hwatson/
    Thank you. Q&A
    

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