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
   

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2. A little about me
   Product marketing at scale
   Category creation
   Online communities
   

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3. Asana helps teams orchestrate
   their work so they can move
   faster.
   

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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
   

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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
   

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6. GTM Strategy - From 0 to 60 in 1 quarter
   Defining product marketing at Asana
   

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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
   

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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
   

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9. GTM Strategy - From 0 to 60 in 1 Quarter
   Messaging & Positioning Bill of Materials Campaigns & Launches Enablement
   PMM orchestrates execution
   

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10. GTM Strategy - From 0 to 60 in 1 quarter
    Evolving our business model
    

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15. GTM Strategy - From 0 to 60 in 1 quarter
    The market caught up to us
    Complex
    workflows
    

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16. GTM Strategy - From 0 to 60 in 1 quarter
    The market caught up to us
    Complex
    workflows
    Gap in our product
    offering
    

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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
    

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18. GTM Strategy - From 0 to 60 in 1 quarter
    Getting on the roadmap
    

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19. Build a
    business
    case Unmet
    need
    Opportunity
    

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20. Build a
    business
    case Unmet
    need
    Opportunity
    Market
    timing
    Urgency
    

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21. Build a
    business
    case Unmet
    need
    Opportunity
    Market
    timing
    Urgency
    Ops
    strategy
    Upside
    

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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
    

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23. Strategy Brief Plan Proof
    Staff Create Distribute
    Approve
    

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24. Strategy Brief Plan Proof
    Staff Create Distribute
    Approve
    

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25. Strategy Brief Plan Proof
    Staff Create Distribute
    Approve
    

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26. Strategy Brief Plan Proof
    Staff Create Distribute
    Approve
    

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27. Strategy Brief Plan Proof
    Staff Create Distribute
    Approve
    

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28. Strategy Brief Plan Proof
    Staff Create Distribute
    Approve
    

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29. Strategy Brief Plan Proof
    Staff Create Distribute
    Approve
    

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30. Strategy Brief Plan Proof
    Staff Create Distribute
    Approve
    

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31. GTM Strategy - From 0 to 60 in 1 quarter
    GTM in 90 days
    

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32. Planning Briefing Intake /
    requests
    Sharing
    Creative
    production
    Reviews Distribution
    Marketing Process
    Asana for Marketing and Creative streamlines the entire process
    

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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
    

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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
    

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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
    

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36. A full-funnel content bundle
    Product overviews Case studies Thought leadership
    

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37. Pitching, demoing, and leave behinds
    Workflow demos
    Ultimate guides
    

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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
    

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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?
    

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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
    

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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
    

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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
    

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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
    

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44. GTM Strategy - From 0 to 60 in 1 quarter
    Thank you!
    

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