Ever felt a little overwhelmed when it comes to planning a strategic and effective go-to-market strategy? 🤔
We know - it's a ton of moving parts. And if a product launch is going to set your business apart, you’ll need to nail every stage of your go-to-market strategy (the pre-launch, launch, and post-launch phases.)
From pre-launch planning to post-launch optimization, your GTM strategy covers a lot of ground and involves a hands-on approach from beginning to end. But with the right foundation in place, those key stakeholders by your side, and a solid product roadmap to keep you centered, there's much you can do and achieve.
And our framework's here to guide you every step of the way.
It's all well and good if you have a great idea for a new product, but if you have no clue how to make it a reality, this new product or feature won't get very far.
So, like we said, you'll want to establish a solid foundation before bringing a product to the market.
Think of it like this: If your product concept sits merrily at the top, what pillars support that idea?
Enter the pre-launch, or ideation, stage. This is where you really bring your cross-functional teams together and determine how you're getting from point A to point B.
And remember - when setting up your GTM plan, it can be tricky to determine where to start or what to change. Sometimes, however, it’s helpful to start with the very basics.
The basics in question?
Your customer and market research, value proposition, pricing strategy, messaging and positioning, etc. Quite a lot to cover, no?
Well, here are some topics you'll want to acquaint yourself with so you can confidently plan out a winning GTM strategy.
At the second phase of your GTM strategy development (we call this the build or execution stage), you're set to launch your product.
Exciting, right? 🤩
But, to quote one of our contributors on what it's like to launch a product, well...
[It] can be both exciting and daunting. However, by championing the alignment of metrics, evaluating results, and learning from successes and failures, the chances of a successful launch increase substantially. - Meenal Relekar
This is the time to leverage all the prep that's gone into the launch run-up. Whether that's bringing together the relevant cross-functional teams, going through a handy product launch checklist, or gathering as much intel on your ideal customers as possible, make sure all your launch assets are ready to go and that users won't experience any bumps along the way.
The secret to getting this go-to-market stage right is testing out your product or features internally and externally, being receptive to all feedback, and keeping an open mind to how to improve a current or new offering.
Wondering which building blocks make up this second phase?
You’ve poured your blood, sweat, and tears into getting your product to market.
And, hate to say it, but... the hard work isn’t over. 🥹
An essential element of success is what happens afterward and how your customers perceive and experience the product offering, that’s the post-launch stage. The most significant risk you can fall into by not having a post-launch stage planned is that you will end up with an outdated product a few months after. - Menelaos Moustakas, Director of Global Product Marketing at SumUp
Your post-launch process holds as much importance as the stages building up to the excitement of the highly anticipated launch.
At this final stage, it’s time to prolong your efforts and oversee the development and growth of your product.
What does a product launch optimization look like in practice?
For starters, look at the data - how well are you performing? Based on this, prioritize adapting and improving existing marketing strategies. Then consider whether you've the resources to expand to new markets, and - finally - keep an eye on the market.
Think: What changes could inform your current strategies? And what are your customers asking for?
Get acquainted with all the necessary post-launch steps and tips you need to take to make sure your product performs well after launch.
Beyond the essentials, our Go-to-Market Blueprint provides critical learning at the point of need for all functions involved in the GTM motion.
Packed with real-world case studies, tried and tested frameworks, action-led insights, and cohort-based learning, it’s home to everything you need to build, execute, optimize, and grow your GTM tactics and strategy.
Have a look and discover all the courses we have to offer.
GTM Alliance
