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A go-to-market for all

A go-to-market for all

Product Marketing Alliance
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May 05, 2021
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  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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  3. View Slide

  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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