Go to Market Fridays: Recent Episodes
Anoop
In each episode of Go to Market Fridays, I'll be talking about the challenges, best practices and learnings from launching a product to scaling it to customers and partners. This is a practitioners Point of View on all things Go to Market.
In the last episode, we spoke about Aligning Product and GTM teams with better segmentation and also talked about the need to prioritize features that resonate with segments. In this episode, I will talk about how to segment the customer base, how to evolve your segmentation and how to align product and GTM teams (and the need for this alignment - what success looks like and what failure mode looks like)
In this episode, I will cover the need for customer segmentation. Why should product managers not think of responding to every feature request but instead focus on a specific segment of customers based on their collaboration with the GTM teams. I'll talk about the need to segment, need to focus on specific segments based on use cases and how to prioritize product features based on GTM customer segmentation
"Channel Partner Conflict" podcast discusses the different types of conflicts that can arise between companies and their channel partners. The four types of conflicts discussed in the podcast are: 1) Vertical level conflict, which occurs between different levels of the channel, 2) Horizontal level conflict, which occurs between channel partners at the same level, 3) Inter-type channel conflict, which occurs between different types of channel partners, and 4) Direct Sales conflict, which occurs when a company's direct sales team competes with its channel partners. The podcast provides insight on how to recognize and manage these conflicts to ensure a successful partnership. Additionally, the podcast will share 5 ways to deal with Direct Sales conflict specifically, providing strategies and solutions to resolve any issues that may arise.
You know the language of partnerships is a tricky one (but one well worth knowing). Maybe you’ve heard someone use the phrase “channel partners” interchangeably with “go-to-market partners”. Or you’re dipping your toes into the differences (and similarities) between MSPs, SIs, and VARs. In this episode, I'll break down the different categories of partners, the value they bring to the ecosystem and also talk of the various use cases such as how do you go about extending your sales reach? how do you extend product capabilities? etc. At the end of the day, it's the ecosystem that will help accelerate growth for your product and its important to know how to deal with the different types of partners in the ecosystem.
I am sure everyone knows what a product market fit but I would argue that many of the leaders don’t really understand how to measure it. In this episode, we will talk about Go to Market fit vs. Product Market fit. Will discuss on areas of how do you differentiate between the two phases, evaluate what stage your product is in and the things you need to do to achieve a scalable growth when you hit the Go To Market Fit phase.
Are Go to Market (GTM) and Route to Market (RTM) the same?
The answer is yes and no. I can sit here and say that they are different but depending on which company you work for; it may be used interchangeably.
A route-to-market strategy is usually a part of your go-to-market strategy. A go to market strategy includes broadly the strategy and plan you will undertake to sell your product.
There are usually at least three key components for a GTM:
- Routes to market (direct, though sales teams, through resellers, etc)
- Marketing strategy (targeting, positioning, pricing, packaging)
- Distribution channels (paid media, social, PR, SEO), etc.
Thinking of how to implement a B2B SaaS growth for your company? Should you go down the path of
1) Product Led growth? (PLG)
2) Should you look at Product Led Sales? (PLS)
3) Should you look at community led
4) Maybe Marketplace or Accound Based Marketing (ABM)
or 5) Channel Partnerships?
In this episode, I try to break this down into 5 phases of growth so that you don't have to do all of this at the same time.
In this version, I'll be talking about the Go to Market Sales Playbook, best practices, and the common mistakes teams make when they first build the playbook.
You can read a article related to this podcast here