One of the many hats a Product Manager wears is influencing how a product reaches its intended market. In this presentation you will learn about the different go to market strategies a PM could use. Karthik Ramaswamy, (Sr Product Manager at IBM) has experienced both the GTM and PM worlds. Get to know how a product manager can influence and set up a Go To Marketing strategy for success.

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8. Karthik Ramaswamy
TONIGHT’S SPEAKER
@ProductEvents

9. A High-Level Overview of
Go-to-Market Strategy
for Product Managers
Karthik Ramaswamy
kramaswa@chicagobooth.edu

10. Product Manager and Go-To-Market: Karthik Ramaswamy 10
Who Am I?
Education:
• MBA (University of Chicago Booth School of Business)
• Masters in Electrical Engineering (University of Missouri- Rolla)
Experience:
• Senior Product Manager at IBM Cloud
• Senior Product Manager at IBM Watson Health
• Strategy Consulting at IBM GBS
• Product Development at Intel, Motorola
Personal:
• Born and grew up in an Indian Airforce Family
• Two Daughters
• Love playing Piano

11. Product Manager and Go-To-Market: Karthik Ramaswamy 11
Why Am I here?

12. Bringing Product to Market
Product Manager and Go-To-Market: Karthik Ramaswamy 12
PM
Responsibility
Define
Strategy
Portfolio
&
Business
Case
Build
&
Deliver
Market
&
Measure
Perf.

13. WHICH STEP IS THE MOST IMPORTANT?
Product Manager and Go-To-Market: Karthik Ramaswamy 13
ALL OF THEM

14. WHICH STEP IS THE EASIEST?
Product Manager and Go-To-Market: Karthik Ramaswamy 14
BUILD AND DELIVER

15. STEP LEAST PAID ATTENTION?
Product Manager and Go-To-Market: Karthik Ramaswamy 15
MARKET & MEASURE
PERFORMANCE

16. GTM: EVERYTHINGS COMES TOGETEHR
Product Manager and Go-To-Market: Karthik Ramaswamy 16
GO-TO-MARKET
SEGMENT BUYER COMPETITION VALUE PROP
1 2 3 4
POSITIONING MESSAGING/ CHANNEL

17. WHAT IS AVAILABLE FOR GTM?
Product Manager and Go-To-Market: Karthik Ramaswamy 17
GO-TO-MARKET
SEGMENT BUYER COMPETITION VALUE PROP
1 2 3 4
POSITIONING MESSAGING/ CHANNEL

18. THINK GTM EARLY
Product Manager and Go-To-Market: Karthik Ramaswamy 18
THINK GTM ALL
STEPS
Define
Strategy
Portfolio
&
Business
Case
Build
&
Deliver
Market
&
Measure
Perf.

19. BUYING STAGES
Product Manager and Go-To-Market: Karthik Ramaswamy 19
WHAT
WHERE
Discove
r
Explor
e
Tria
l
Bu
y
Use Advocat
e
HOW
Make Buyer
aware
Curious to
Learn more
Place In/Out
bound
Associate
with
Need
Move to
Explore
Details of
the product
Why should
you buy
ours?
Still Unsure
easy to Try or
Buy
Easy
access to
Try
Features to
Highlight
Solution
Stay in
Touch
Optimum
Channel
Total
Price
Easy to
Start Using
Preferred
Place of Use
Information
to Use
Stay in
Touch to
Learn
Medium to
Advocate
Awareness of
Features/
Usecases
Maintain
Relationship
Make it easy to
learn why we can
help and to try
product
Trailer to
Show Value
Easy to Buy Ensure
Product is
Used
Seek and Make
valuable to
Refer

20. Example Filled Out (B2B Software)
Product Manager and Go-To-Market: Karthik Ramaswamy 20
WHAT
WHERE
Discove
r
Explor
e
Tria
l
Bu
y
Use Advocat
e
HOW
Google
Search
Key
Words
Top of
Search
Digital
Channel
Features
meets
Needs
Download
A Trial
Version
Desktop
Work As
Advertised
Prompt to
Buy 30
Days
Sales
Associate
Price/
Contract
Free
Training
Email Link
Training
Customer
Service
Social
Media
Features/
Value
Maintain
Relationship

21. IMPACT ON PRODUCT
Product Manager and Go-To-Market: Karthik Ramaswamy 21
Discove
r
Explor
e
Tria
l
Bu
y
Use Advocat
e
Name of the
Product
• Roadmap
• Features
Functionality
• Product
Bundles/
Integration
• Pricing
• Licensing
• Architecture
• Pricing
• How to
deliver
product
• Licensing
Bundles
• Product
Help
• Training
• UX/
Userflow
Feedback

22. GTM COMPLEXITIES
Product Manager and Go-To-Market: Karthik Ramaswamy 22
Channels Information Competition KPI’s
• What channels are my
buyers preferred
channel?
• What channels should I
use for each of the
channel that I have at
my disposal?
• How much should I
spend on each channel
and what is the return
on engagement through
each of the identified
channel?
• What are my buyer
persona and how does it
change by
industry/type?
• How do I personalize the
information for each
customer at each stage
of buyers journey so that
my return on
engagement is high?
• What information would
be important to provide
about our product to
each customer?
• How does our buyer
journey stack up against
competition?
• What features/
functionalities are
highlighted by
competition?
• What is the competition
talking about us?
• What competitive
information should we
highlight and who’s?
• What KPI’s should I
track?
• What are the
benchmarks for these
KPI’s?
• Should I just change my
KPI’s?
• What KPI’s do I need to
track per channel?

23. Questions
Product Manager and Go-To-Market: Karthik Ramaswamy 23

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