GTM strategy - from 0 to 60 in one quarter

Transcript

1. GTM strategy - From 0 to 60 in 1 quarter Daniil Karp, Enterprise Product Marketing Manager
2. A little about me Product marketing at scale Category creation Online communities
3. Asana helps teams orchestrate their work so they can move faster.
4. Asana for Marketing and Creative Forms Proofing Approvals Portfolios Workload Integrations Integrations An end-to-end solution for the managing the entire marketing and creative process
5. • Defining product marketing at Asana • Evolving our business model • Getting on the product roadmap • GTM in 90 days • Q&A GTM Strategy - From 0 to 60 in 1 Quarter
6. GTM Strategy - From 0 to 60 in 1 quarter Defining product marketing at Asana
7. GTM Strategy - From 0 to 60 in 1 Quarter Customer Success Product Marketing Sales Enablement Partners Product Marketing PMM is the API to the business
8. GTM Strategy - From 0 to 60 in 1 Quarter PMM is crucial in the discovery, target selection, solutioning, and launch stages of the Product Process
9. GTM Strategy - From 0 to 60 in 1 Quarter Messaging & Positioning Bill of Materials Campaigns & Launches Enablement PMM orchestrates execution
10. GTM Strategy - From 0 to 60 in 1 quarter Evolving our business model
15. GTM Strategy - From 0 to 60 in 1 quarter The market caught up to us Complex workflows
16. GTM Strategy - From 0 to 60 in 1 quarter The market caught up to us Complex workflows Gap in our product offering
17. GTM Strategy - From 0 to 60 in 1 quarter The market caught up to us Complex workflows Gap in our product offering Land entire departments
18. GTM Strategy - From 0 to 60 in 1 quarter Getting on the roadmap
19. Build a business case Unmet need Opportunity
20. Build a business case Unmet need Opportunity Market timing Urgency
21. Build a business case Unmet need Opportunity Market timing Urgency Ops strategy Upside
22. Asana for Marketing and Creative Forms Proofing Approvals Integrations Integrations An end-to-end solution for the managing the entire marketing and creative process
23. Strategy Brief Plan Proof Staff Create Distribute Approve
24. Strategy Brief Plan Proof Staff Create Distribute Approve
25. Strategy Brief Plan Proof Staff Create Distribute Approve
26. Strategy Brief Plan Proof Staff Create Distribute Approve
27. Strategy Brief Plan Proof Staff Create Distribute Approve
28. Strategy Brief Plan Proof Staff Create Distribute Approve
29. Strategy Brief Plan Proof Staff Create Distribute Approve
30. Strategy Brief Plan Proof Staff Create Distribute Approve
31. GTM Strategy - From 0 to 60 in 1 quarter GTM in 90 days
32. Planning Briefing Intake / requests Sharing Creative production Reviews Distribution Marketing Process Asana for Marketing and Creative streamlines the entire process
33. A new GTM • Marketing and messaging that speaks powerfully to a targeted segment of our audience • Sales enablement that empowers customer-facing reps to have rich conversations with marketing prospects Targeting a specific role • First Asana launch primarily driven by the Sales organization • Increased scope of enablement, content development, and ongoing training Sales-driven GTM
34. GTM Strategy - From 0 to 60 in 1 Quarter Targeting a specific role: Sales Playbook Standardized sales qualification process Deep-dive into Asana’s 6 core marketing and creative use cases Key personas Upsell/cross-sell motion Enterprise value narrative Audience Pains Solutions Customer stories
35. GTM Strategy - From 0 to 60 in 1 Quarter Sales driven GTM: Sales & CS enablement First Call deck 6 use-case 2-pagers 6 customer case studies 6 in-depth demos Marketing teams run on Asana eBook
36. A full-funnel content bundle Product overviews Case studies Thought leadership
37. Pitching, demoing, and leave behinds Workflow demos Ultimate guides
38. GTM Strategy - From 0 to 60 in 1 Quarter Sales & CS Training Feb 4th - Sales/CS kickoff February 6th - Personas February 12th - Qualification and Discovery February 21st - Use cases February 25th- March 1st - Office hours March 4-8th - Certification
39. Asana for Marketing & Creative Kickoff February 4th, 2019 1. Why are we pursuing a solution GTM strategy and how is it different? 2. Why target marketing and creative teams? 3. Why are we launching a sales playbook and what’s in it for you? 4. What is the training and launch plan?
40. Persona deep dive agenda February 6th, 2019 1. Current state of marketing 2. The marketing tech stack 3. State of creative production 4. Meet a creative producer 5. Meet the marketing team 6. Q&A
41. 7 minutes to: Review the creative production pains and challenges. Then answer these questions: Why is this painful from a rational/business perspective? Why is this painful from an emotional perspective? 7 minutes to come up with: 3 pain questions 3 situation questions GTM Strategy - From 0 to 60 in 1 Quarter Team Name
42. Wins Business Impact & Functional Insights 1. Deal velocity - sales confidence has tangibly increased as a result of the launch “We’re closing bigger deals at a higher volume and are already at XXX% of our quarterly goal.” - SMB Sales Manager ““My team feels more confident speaking to customers about the product and tying actual use cases to customer needs.” - SMB Sales Manager 2. Prospecting & outbounding; enablement content made it easier to outbound and strike a relevant chord with audience “Before, the mid-market team saw Marketing as just "marketing.” Now, outbound is more effective because the personas go deeper.” - MM Sales Manager “Doing org mapping of marketing teams allowed us to have more in depth conversations.” - Head of Solution Sales
43. • Define PMM’s charter • Be an advocate for customers and sales • Know how to influence your roadmap • GTM with how your product is actually sold GTM Strategy - From 0 to 60 in 1 Quarter
44. GTM Strategy - From 0 to 60 in 1 quarter Thank you!