The 5 key ‘personas’ behind an award-winning go-to-market team

Transcript

1. The 5 Key ‘Personas’
   Behind an Award-Winning
   Go-to-Market Team
   Yoni Solomon, Head of Product
   Marketing @ G2
   

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2. 2
   About Me
   Yoni Solomon,
   Head of Product
   Marketing, G2
   Education Past Companies
   

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3. 3
   Living at the
   intersection
   

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4. 4
   And aligning it
   

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5. Takes a team
   

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6. 6
   We’re all about
   personas, but
   who are we?
   I think, therefore I
   product market?
   

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7. 7 7
   Meet our 5 product
   marketing personas
   STORYTELLER PERFORMER EVANGELIST STRATEGIS
   T
   PLAYMAKER
   

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8. 8
   MEET THE
   STORYTELLER
   Core Skill: Expert value-
   story architect
   Best Understands: Our
   buyers & their problems
   Signature Output: Killer
   message houses, target
   personas
   Applicable KPIs: MQLs &
   top funnel demand
   Look for creative
   writing & advertising
   backgrounds
   

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9. 9
   MEET THE
   PERFORMER
   Core Skill: Expert in-
   person storyteller
   Best Understands: How
   people-facing teams best
   learn about products
   Signature Output: Strong
   GTM enabler of Sales orgs
   Applicable KPIs: GTM
   certification, time to 1st
   deal
   Look for theatre,
   music, public speaking
   & ed backgrounds
   

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10. 10
    MEET THE
    EVANGELIST
    Core Skill: Ultimate
    product expert
    Best Understands:
    Simplifying complex
    solutions for all to
    understand
    Signature Output: User
    guides, FAQs, objections
    Applicable KPIs: Product
    satisfaction, feedback
    capture, beta mgmt
    Look for success, sol-
    con, or product
    backgrounds
    

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11. 11
    MEET THE
    STRATEGIST
    Core Skill: Bringing GTM
    concepts to life
    Best Understands: Tactics
    to launch new products &
    capabilities
    Signature Output:
    Campaigns, segments,
    workflows
    Applicable KPIs: Pipeline
    opps created/influenced
    Look for growth, ops,
    or project mgmt
    backgrounds
    

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12. 12
    MEET THE
    PLAYMAKER
    Core Skill: Expert revenue
    generator (& reporter)
    Best Understands: How
    your sales cycle operates,
    & when’s best to launch
    Signature Output: Sales
    org collab, win/loss, new
    markets, competitive
    Applicable KPIs:
    Closed/won new biz,
    renewal, upsell
    Look for SDR/Sales,
    biz ops, or enablement
    backgrounds
    

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13. 13 13
    Resulting in team that not
    only adds value, but takes
    that value & runs with it
    UNCOVER
    VALUE STORIES
    ARTICULATE
    VALUE TO TEAMS
    ROOT VALUE
    IN PRODUCT
    INTRO VALUE TO
    THE WORLD
    TURN VALUE
    INTO REVENUE
    

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14. Thank
    You!
    

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