How can we solve your Product Marketing challenges?
Go-To-Market (GTM) Support
Whether you’re launching a new product or service, completing an acquisition, or bringing your offering to a new market for the first time, a comprehensive GTM plan is key to reaching buyers and customers and ensuring your business objectives are met. We’ll support you with a start-to-finish experience and best practices for making your launch a success.
- Create a cross-functional GTM plan using input from representatives of each functional business area who will make up your GTM team. Include the dependencies and deadlines for each activity that will be completed prior to your launch.
Create a GTM meeting template and either lead or consult on the management of the GTM meetings that your team will hold at regular intervals to track progress.- Develop the internal and external marketing content needed for your launch, including nuanced existing client communications, talking points and FAQ’s, press releases and content for webinars and presentations.
- Learn best practices for getting everyone in the organization excited and talking off the same page. If you have a new or less experienced product marketer on your team, we can help develop that talent to own GTM in the future.
Create a GTM meeting template and either lead or consult on the management of the GTM meetings that your team will hold at regular intervals to track progress.Competitive Analysis
The type and depth of competitive analysis needed by an organization is dependent on the level of existing research and data. Let us meet you where you are to build successful programs that scale over time and are not simply “moment in time” projects.
- Create Win-Loss metrics and an interview process that you will track over time to measure success and failure of your sales and marketing efforts. When done well, the quantitative and qualitative feedback that Win-Loss analysis provides can be a game-changing way to provide timely information across revenue teams.
- Build an accessable, real-time competitor database utilizing accounts in your CRM and the data you already have collected (requires assistance from your sales operations team).
- Create SWOT charts using product feature/function and company-level competitive comparisons. SWOT charts can be key inputs into your product roadmap and strategic marketing efforts.
- Build sales battle cards which provide the differentiators used every time by your revenue teams against specific competitors, as well as the objection handling needed to avoid competitor roadblocks.
ROI Modeling
Technology companies offering B2B solutions should have a robust ROI model that will, at minimum, provide the input your target buyer needs to get internal approval. The depth and application of the model depend on the relative size of the deals and buyers; it can be used as both a sales tool within larger opportunities and a demand generation tool. We have extensive experience building out and training teams to use these models.
- Collect input on the sources of business value using a combination of internal and customer interviews for input and validation
- Build your qualitative value proposition that will transition your content away from discussing features and benefits to presenting the business value that your buyers are focused on.
- Design the quantitative ROI model that your Sales Team will customize and present in their specific opportunities as part of their proposal process.
- Train your teams on how to use and when to introduce ROI to both prospects and existing customers.
Sales Enablement
Product Management and Marketing efforts are only consistently effective if Sales team members are willing to adopt and execute on those efforts. So sales enablement plays a vital role in making that happen. We can help by applying several tools, including:
- Buyer Personas and Buyer Journey Mapping
- Customer Story slides that your sales professionals can use in prospect presentations
- Product pitch decks that are consistent with company and product messaging
- Product One Pagers/Collateral
- Ideal prospect identification and account ranking
- RFP/RFI Input and Responses