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
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
4. Modern Engagement Modern Research Modern Care Modern Marketing Modern Advertising Core Platform A I Sprinklr’s Unified Front Office
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.
6. Launch: A launch is a cross-functional effort led by Product Marketing who facilitates expertise across the company. Anatomy of a Launch
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
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
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
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
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 +
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
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
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
15. Holly Watson Associate Director, Product Marketing LinkedIn: /in/787hwatson/ Thank you. Q&A