Mary is an accomplished product marketing leader and author of The Pocket Guide To Product Launches. She's held marketing leadership roles at Adobe, Google, AdRoll and other startups. She is also the co-creator of a new course with Reforge and hosts the popular Women In Product Marketing podcast.   We go through: 

• The core components of a Go To Market Strategy 
• Splitting up different launch tiers 
• Audience persona definitions 
• Defining positioning across multiple teams 
• Why it's important to derive shared goals
• The 10% internal communications rule  

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Where to find Mary: 

Mary's LinkedIn Profile

Mary's Twitter Profile

The Pocket Guide to Product Launches

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Where to find Patrick 

Patrick's LinkedIn

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(2:28) The main components of a Go To Market strategy 

(4:10) Variables to consider before launch

(6:59) When to separate the shipping moment and the launch moment

(9:22) Defining the different launch tiers

(14:09) Examples of the different tiers 

(18:05) Developing personas and jobs to be done to define target audiences 

(23:55) Getting the right group together to develop customer journey mapping 

(26:12) Ensuring the right teams are represented 

(27:01) The right way to approach positioning 

(30:50) Partnership with the product team at the earliest stages of development 

(33:58) Goals, metrics, and effectiveness 

(37:29) Using a northstar goal to inform downstream KPIs

(40:30) Shared goals and outcomes across teams 

(42:20) The 10% rule and an internal go to market plan 

(44:19) Where to find Mary!