Go to Market (GTM) Strategy from a PM

Image from Revuze

As product managers, it can be tempting to simply heave a sigh of relief and consider the job done after pushing a new feature/product into the production environment (software) or market (hardware). I mean, after the team puts in their heart and soul into the lengthy development process, it is definitely going to make its way into the hands of the customers and deliver value immediately, right? …Right?!

Instead, you may experience these situations after your initial launch:

• No significant revenue uptick as the Sales Team did not fully understand the value proposition of the new product and was thereby unable to develop an effective pricing model that would capture the most value and market share for the company
• Little to no one seems to know the product exists as the Marketing Team was still struggling to develop an effective marketing message and decide the right mix of marketing channels
• CX support tickets are through the roof as Customer Support was unaware that a feature had been launched and its details, thus were unable to assist customers when things went wrong

Image from biginterview.com