Comprehensive GTM Strategy for New Product
Comprehensive GTM Strategy for New Product
CHALLENGE
Business context: Technology company implemented new product for market but needed a comprehensive strategy to successfully bring it to market.
Problem statement: Lack of structured approach for beta testing, customer enablement, and commercial rollout.
Strategic importance: Critical for capturing market share and generating new revenue stream from the product innovation.
MY ROLE
Position and responsibilities: Principal Product Engineer responsible for developing the GTM process for this new product.
Team structure: Collaborated with R&D team while working closely with customers, sales, marketing, and support teams.
APPROACH
Methodology: Implemented comprehensive GTM framework with iterative customer feedback loops.
Key activities:
Designed and executed beta testing program with select customers
Gathered and synthesised customer feedback for R&D implementation
Identified and recruited additional beta customers to expand testing
Developed comprehensive training materials for support teams and customers
Created marketing collateral highlighting product value proposition
Organised customer advisory sessions featuring beta customer testimonials
Facilitated knowledge transfer between early adopters and potential customers
Stakeholder management: Aligned product development, marketing, support, and customer teams through consistent communication channels and clear responsibility frameworks.
OUTCOME
Quantifiable results: Generated new revenue (~$XXM+) from 10+ customers following successful product launch.
Business impact: Accelerated product adoption through structured enablement and peer advocacy approach.
Adoption/implementation: Created replicable go-to-market framework for future product launches.
LESSONS LEARNED
Personal growth: Developed expertise in orchestrating complex product launches with multiple stakeholder groups.
Key insights: Discovered the multiplier effect of converting early customers into product advocates through strategic advisory sessions.
How this shaped future work: Established blueprint for integrated customer feedback loops and enablement strategies in product development lifecycle.