Go-to-market is inclusive

A product launch case study

Transcript

1. Go-To-Market is Inclusive Product Launch Case study Kevin Bailey Director/Founder www.synergysixd.com
2. 'A vision without a plan is just a dream.…but a vision with a purposeful Go-To-Market strategy can change the world.' SynergySix Flow Chains™ ™ The SynergySix Flow Chains™ model, throws-out the myth that GTM is owned or focused purely on one functional group within the business. When you plan your GTM Strategy extend your collaboration outside of marketing or market research. This change in focus with help drive a successful outcome.
3. Argon Product Launch Product Purpose • Reduce organisation risk from advanced inbound and outbound cyber security threats and data leaks. Features • Simple to implement adaptive security • Delivers unique technology within any existing email security infrastructure • Eliminates the pain of ‘stop and block’ Establish a Compelling Product, Market Consideration and Recognition Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch • Market relevance established • Agreed MVP functional on launch • Product release dates (Sprints, RTM, GA) • Product architecture sourced • Validation of vertical and segment targets • RTM prepared (direct and indirect) • Target outcomes and modelling • Sales assets and promotions • Pricing & commercial framework established • External coverage (analysts, sme’s) • Market awareness established (PR, competition) • Support triage – physical and materials • Post launch review
4. Inclusive Launch Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch
5. Inclusive Launch Internal and External Data Sources Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch • Market relevance established
6. Inclusive Launch Internal and External Data Sources Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch • Market relevance established • Agreed MVP functional on launch
7. Inclusive Launch Internal and External Data Sources Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch • Market relevance established • Agreed MVP functional on launch • Product release dates (Sprints, RTM, GA)
8. Inclusive Launch Internal and External Data Sources Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch • Market relevance established • Agreed MVP functional on launch • Product release dates (Sprints, RTM, GA) • Product architecture sourced
9. Inclusive Launch Internal and External Data Sources Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch • Market relevance established • Agreed MVP functional on launch • Product release dates (Sprints, RTM, GA) • Product architecture sourced • Validation of vertical and segment targets
10. “THE RIGHT THING AT THE WRONG TIME IS THE WRONG THING” We used the Adoption Curve framework, so Clearswift were able to combine a mixture of the adoption categories and address the need of our outcomes rather than wasting time with categories that have limited value. • Country – Target Geo’s • Vertical – Industry/Regulation • Innovate – Organisation/Trend • Category/Feature – Feature/Function • Engage - %TAM • User/Sales - Revenue • Validation of vertical and segment targets • RTM prepared (direct and indirect)
12. Inclusive Launch Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch • Market relevance established • Agreed MVP functional on launch • Product release dates (Sprints, RTM, GA) • Product architecture sourced • Validation of vertical and segment targets • RTM prepared (direct and indirect) • Target outcomes and modelling
13. Inclusive Launch Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch • Market relevance established • Agreed MVP functional on launch • Product release dates (Sprints, RTM, GA) • Product architecture sourced • Validation of vertical and segment targets • RTM prepared (direct and indirect) • Target outcomes and modelling • Sales assets and promotions
14. Inclusive Launch Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch • Market relevance established • Agreed MVP functional on launch • Product release dates (Sprints, RTM, GA) • Product architecture sourced • Validation of vertical and segment targets • RTM prepared (direct and indirect) • Target outcomes and modelling • Sales assets and promotions • Pricing & commercial framework established
15. Inclusive Launch Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch • Market relevance established • Agreed MVP functional on launch • Product release dates (Sprints, RTM, GA) • Product architecture sourced • Validation of vertical and segment targets • RTM prepared (direct and indirect) • Target outcomes and modelling • Sales assets and promotions • Pricing & commercial framework established • External coverage (analysts, sme’s)
16. Inclusive Launch Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch • Market relevance established • Agreed MVP functional on launch • Product release dates (Sprints, RTM, GA) • Product architecture sourced • Validation of vertical and segment targets • RTM prepared (direct and indirect) • Target outcomes and modelling • Sales assets and promotions • Pricing & commercial framework established • External coverage (analysts, sme’s) • Market awareness established (PR, competition)
17. Inclusive Launch Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch • Market relevance established • Agreed MVP functional on launch • Product release dates (Sprints, RTM, GA) • Product architecture sourced • Validation of vertical and segment targets • RTM prepared (direct and indirect) • Target outcomes and modelling • Sales assets and promotions • Pricing & commercial framework established • External coverage (analysts, sme’s) • Market awareness established (PR, competition) • Support triage – physical and materials
18. Inclusive Launch Go-To-Market Launch KPI’s • Inclusive Stakeholder Product Launch • Market relevance established • Agreed MVP functional on launch • Product release dates (Sprints, RTM, GA) • Product architecture sourced • Validation of vertical and segment targets • RTM prepared (direct and indirect) • Target outcomes and modelling • Sales assets and promotions • Pricing & commercial framework established • External coverage (analysts, sme’s) • Market awareness established (PR, competition) • Support triage – physical and materials • Post launch review
19. Argon Launch Results
20. Thank you very much Kevin Bailey Synergy Six Degrees Kevin.bailey@synergysixd.com +44 7541 888229 www.synergysixd.com @Baileyk62