Austin Summer 2019 - Go to Market - Adam Weinroth
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Austin Summer 2019 - Go to Market - Adam Weinroth
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Austin Summer 2019 - Go to Market - Adam Weinroth
- 2. What is it?
- 4. Going to the party • Where is it? • Who will be there? • What should you wear? • What should you bring? • What will be happening when you get there?
- 5. Partying • Putting on some music • Hanging out with friends • Meeting new people • Consuming things
- 6. Go-to-Market The marketing plans and activities for first bringing the product and your company to your intended market
- 7. Let’s go back to the SOM TAM SAM SOM
- 8. Back to the SOM • Who are they? • Where do they go? • What do they read/watch? • What do they care about? • How/where do they buy? • Who are they influenced by? • What can they afford? • What kind of category education do they need? • What alternatives do they already have? The better you know the answers to these kinds of questions the more successful your GTM plan is likely to be.
- 9. Back to the SOM • Who are they? • Where do they go? • What do they read/watch? • What do they care about? • How/where do they buy? The better you know the answers to these kinds of questions the more successful your GTM plan is likely to be. TARGETING EVENTS ADVERTISING/PR MESSAGING SALES/CHANNEL
- 10. Back to the SOM • Who are they influenced by? • What can they afford? • What kind of category education do they need? • What alternatives do they already have? The better you know the answers to these kinds of questions the more successful your GTM plan is likely to be. IR/AR PRICING CONTENT COMPETITION
- 11. Determine and Document These Personas • Demographics/Firmographics • Values/Preferences • Goals/Challenges • Use Cases Market Environment • Competition/Alternatives • Category Awareness/Familiarity • Problem recognition • Sales channels Activation Programs • Events • Advertising • PR/AR/IR • Social/Content • Email Sales/Distribution • Direct/Indirect • Inside/Outside • Reg CF • Ecommerce • Partners Delivery/Support • Set up and servicing • Physical logistics • SLAs • Retention/Growth
- 12. Persona Example
- 13. Persona Example
- 14. Personal Example
- 15. Determine and Document These Personas • Demographics/Firmographics • Values/Preferences • Goals/Challenges • Use Cases Market Environment • Competition/Alternatives • Category Awareness/Familiarity • Problem recognition • Sales channels Activation Programs • Events • Advertising • PR/AR/IR • Social/Content • Email Sales/Distribution • Direct/Indirect • Inside/Outside • Reg CF • Ecommerce • Partners Delivery/Support • Set up and servicing • Physical logistics • SLAs • Retention/Growth
- 16. Determine and Document These Personas • Demographics/Firmographics • Values/Preferences • Goals/Challenges • Use Cases Market Environment • Competition/Alternatives • Category Awareness/Familiarity • Problem recognition • Sales channels Activation Programs • Events • Advertising • PR/AR/IR • Social/Content • Email Sales/Distribution • Direct/Indirect • Inside/Outside • Reg CF • Ecommerce • Partners Delivery/Support • Set up and servicing • Physical logistics • SLAs • Retention/Growth
- 17. Determine and Document These Personas • Demographics/Firmographics • Values/Preferences • Goals/Challenges • Use Cases Market Environment • Competition/Alternatives • Category Awareness/Familiarity • Problem recognition • Sales channels Activation Programs • Events • Advertising • PR/AR/IR • Social/Content • Email Sales/Distribution • Direct/Indirect • Inside/Outside • Reg CF • Ecommerce • Partners Delivery/Support • Set up and servicing • Physical logistics • SLAs • Retention/Growth
- 19. Determine and Document These Personas • Demographics/Firmographics • Values/Preferences • Goals/Challenges • Use Cases Market Environment • Competition/Alternatives • Category Awareness/Familiarity • Problem recognition • Sales channels Activation Programs • Events • Advertising • PR/AR/IR • Social/Content • Email Sales/Distribution • Direct/Indirect • Inside/Outside • Reg CF • Ecommerce • Partners Delivery/Support • Set up and servicing • Physical logistics • SLAs • Retention/Growth
- 20. Determine and Document These Personas • Demographics/Firmographics • Values/Preferences • Goals/Challenges • Use Cases Market Environment • Competition/Alternatives • Category Awareness/Familiarity • Problem recognition • Sales channels Activation Programs • Events • Advertising • PR/AR/IR • Social/Content • Email Sales/Distribution • Direct/Indirect • Inside/Outside • Reg CF • Ecommerce • Partners Delivery/Support • Set up and servicing • Physical logistics • SLAs • Retention/Growth
- 22. A FewTips • Don’t try to get the documentation perfect • Get so much feedback on the GTM • Expect the unexpected • Enable others to spread the word • Paid activation – don’t just be a buyer
- 23. Bridging to Ongoing Marketing “We went to market, but are we there yet?”
- 24. Thank You Adam Weinroth | adamweinroth@gmail.com