03. Go-to-Market Strategy

Go-to-Market Strategy

New Terms

Go-to-Market Strategy: A detailed plan of actionable items, which describes how you will achieve your product goals, acquire users and deliver value through your product to your target user. This includes:

• Pricing strategy- how you capture value
• Channel strategy- how you distribute your product
• Marketing campaigns- how you explain your product
• Customer journey map- how customers learn about and interact with your product
• Training for sales and support teams- how internal teams sell and help user with the product

Value Proposition: Benefits that your product delivers to address your target user’s needs. Another way to think about it: your product’s value proposition answers the question why your target user would buy/use your product.

Product Positioning: Where your product fits in the market for your target audience(s) given the product's value proposition. This can also highlight how your product is different compared to other products. You can have multiple product positioning statements

Marketing Message: A concise statement of the value your product delivers to users based on your product positioning. The marketing message should be easy for users to understand and convey what our product does.

Things to Remember About Working with PMMs on a Go-to-Market Strategy

• Joint effort: A solid go-to-market strategy requires the PM and PMM to closely work together. The PM is more of the product expert and the PMM is the market expert and both types of expertise is needed.
  
  
• Document the details: It is critical to create a shared document with details about the product. Documenting the details ensures that everyone is working with the same information and prevents misunderstandings.
  
  
• Frequent meetings: Communicate! Communicate! Communicate! You need to follow up as the launch approaches to ensure that there are no last minute delays.