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The Marketing Millennials
216 - The Best Go-To-Market Strategies for Launching Your Product, with Rebecca Shaddix
Nov 30, 2023
45:42
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Rebecca Shaddix, Senior product marketer for 15Five, discusses the importance of effective KPIs in go-to-market strategy and the need for data transparency. She emphasizes the significance of aligning company goals and highlights effective marketing strategies for product launches. Rebecca also explores the power of incremental product launches and the importance of risk management in pricing decisions.
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Quick takeaways
- Setting the right KPIs based on organization's North Star objectives and creating a clear cascading storytelling of metrics that align with company goals is crucial for a successful go-to-market strategy.
- Executing a go-to-market strategy requires clear ownership, alignment across teams, and maintaining transparency through regular status updates, meetings, and retrospectives to ensure collaborative efforts towards achieving set KPIs and continual optimization.
Deep dives
Importance of Setting Effective KPIs for Go-to-Market Strategy
Setting the right Key Performance Indicators (KPIs) is crucial for a successful go-to-market strategy. Start by understanding the organization's North Star objectives and identifying the levers that will move the needle. Then, create a clear cascading storytelling of KPIs that align with the organization's goals. It is important to define success criteria and set up paired or tension metrics that cannot be gained separately. Alignment and ownership across teams responsible for launch, demand generation, and sales are essential. Each team should have clear KPIs that ladder up to the top-level metrics the organization wants to influence.
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