SlideShare a Scribd company logo
Product
Marketing
(Series) A - Z
KRISTINE M. NEWMAN
WWW.SALIENTMG.COM
Marketing Product
Sales
Marketing Product
Sales
Product
Marketing
Intelligence Product
Marketing
Go to Market
3 Stage
Framework
WWW.SALIENTMG.COM
Intelligence Product
Marketing
Go to Market
Start with
Intelligence
WWW.SALIENTMG.COM
Intelligence
Market
Competitors
Audience
Product
Launch or
Major
Release
Quarterly/
Annually
Market
Change
New
Audience
When is it
important?
all the time
Competitor
Entrant /
Funding
What does
this look
like at
each
Stage?
Get these people
Your Product Team Your Sales Team Marketing Team
Company Information Audience Information Competitor Tracking
Customers
& tools
Intelligence Product Marketing Go to Market
Get Your Story Straight
WWW.SALIENTMG.COM
Product
Marketing
Taxonomy
Messaging
Positioning
Branding
Pricing & Packaging
Product
Launch or
Major
Release
When is it important?
Product Launch / Major Release with always-on monitoring
Monitoring
What does
this look
like at
each
Stage?
Get these people
Brainstorming Sessions
Leadership, Sales
Product
Creative Team , Content
Team
& tools
Rolling it Out
Intelligence Product Marketing Go to Market
WWW.SALIENTMG.COM
GTM: Putting
the pieces
together
What
(Offerings)
How
(Channels)
Who
(Customers)
Go To Market
Go To
Market
Channel Strategy
Content Strategy
Sales Enablement & Training
Analyst Relations Program
Product
Launch or
Major
Release
When is it important?
Ongoing
Ongoing
Market
Change
What does
this look
like at
each
Stage?
Get these people
They should be involved
Your Product Team
Marketing / Social
Media Team
Content Team
Thank
you
WWW.SALIENTMG.COM
Kristine Newman
kristine@salientmg.com

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