The document outlines a go-to-market framework for product managers, detailing strategic and tactical phases involved in product development, execution, and market analysis. It emphasizes the importance of communication, trial launches, and continuous adjustment based on performance metrics and customer feedback. Key lessons learned include the significance of crafting the right message, effective project management, and leveraging social media for marketing success.

1. Go-To-Market Framework
for Product Managers
Janet Jaiswal,
Tealeaf Technology
Sr. Director of Global Product Marketing
0 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

2. Agenda
› Background
› Definition of go-to-market
› A framework
› Lessons Learned
› Q&A
1 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

3. Janet’s background:
8 products launched, 3 more launches this year
Helped launch catalogs
eBay
functionality for buyers and sellers
(books, movies, music and games)
Launched a mobile
and contact center
product globally to
Launched the
online businesses.
Three more are Tealeaf PayPal Security
Key to
WIP PayPal consumers and
Products merchants in 3
Launched continents
Launched a mobile and a
service provider data Launched a mobile
TRUSTe
Infosys product and a service
privacy certification
service to online Tech- partnership with Cisco
businesses nologies globally to businesses
2 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

4. Tealeaf is the leader in online
customer experience management
• ~450 Enterprise Customers
• 7 of the 10 largest US banks
• Increase website and mobile conversion and
adoption rates
• Improve customer satisfaction and retention
• Reduce IT and Support costs
• Improve customer service efficiency
• Founded in 1999 and based in San
Francisco, CA
Improving online customer relationships
one experience at a time
3 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

5. Hundreds of companies rely on Tealeaf
including 30% of the Fortune 100
More E-business
Financial Services Retail Travel Insurance Leaders
Including 1/3 of all Including 25% of the Including more than Telco, Pharma,
Including 7 of the 10 Utilities, etc. with
Internet Retailers > leading Travel 40 P&C Insurance
Largest U.S. Banks B2C & B2B Sites
$100M Providers & Portals Companies
Note: Tealeaf only uses the names and logos of customers who have given us prior permission.
4 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

6. Go-To-Market
Framework
5 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

7. Go-To-Market Framework
Strategic Tactical
Phases
Market
Go-to-
Market Product Develop Execute Launch Monitor &
Market Plan
Analysis Strategy Plan Adjust
Requires $$$ to create awareness; Leverage consumer-focused
B2C Social media such as Facebook, Twitter, Pinterest
Events and associations; Leverage business-focused social media
B2B such as LinkedIn, Twitter, Pinterest etc.
Encourage trials and endorsements from influential users
Product
Use testimonials, case studies and ROI models to prove value
Service
6 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

8. Digital Marketing Framework
Strategic Tactical
Marketing
Phases
Product Develop Execute Monitor &
Launch
Plan
Market Strategy Market
Plan
Adjust
Analysis
1. Market problem & business objectives
2. Market size & growth rate
3. Target market characteristics (buyer function, vertical, company size etc.)
4. Competitive analysis
5. Capabilities analysis
6. Build, buy or partner?
7 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

9. Digital Marketing Framework
Strategic Tactical
Marketing
Phases
Develop Execute
Market Product Market Plan
Launch Monitor &
Adjust
Analysis
Strategy Plan
1. High-level use cases
2. Product positioning
3. Product capabilities analysis (ID unique differentiators)
4. Sales compensation structure
5. Pricing & packaging
6. Product delivery plan & roadmap
7. Sales & revenue forecast
8 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

10. Digital Marketing Framework
Strategic Tactical
Marketing
Phases
Product Develop Execute Monitor &
Market Launch
Strategy Plan Adjust
Analysis
Market
Plan
1.Develop budget
2.Customer acquisition strategy (trial, direct, indirect
etc.)
3.Online marketing (website, email campaigns)
4.Market awareness & lead generation budget
(events, advertising, SEM/SEO, direct media etc.)
5.Social media plan
6.Mobile marketing plan
7.Advertising & direct mail strategy
8.Public Relations & Analyst Relations plan
9.Sales training plan
10.Sales enablement (tools, collaterals)
11.Partners & alliances plan
9 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

11. Digital Marketing Framework
Strategic Tactical
Marketing
Phases
Product Develop Monitor &
Market Launch
Analysis Strategy Market Execute Adjust
Plan
Plan
1.Execute online strategy (website, analytics, email campaigns)
2.Create sales collaterals, tools, presentations & demos
3.Recruit influencers (social media)
4.Create profile & post on social media (Facebook, Twitter,
Pinterest, blogs, communities, LinkedIn etc.)
5.Create mobile web page, mobile and SMS campaigns /
advertising
6.Perform training (Sales reps, SEs, Support, Prof. services,
Partners)
7.Customer support enablement
8.Brief analysts
9.Execute PR, advertising & partner/alliance plan
10 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

12. Digital Marketing Framework
Strategic Tactical
Marketing
Phases
Product Develop
Market
Strategy Market
Execute
Launch Monitor
Analysis Plan
Plan & Adjust
1.Launch product/service/program
2.Define metrics
3.Develop dashboard
4.Measure, measure, measure
5.Review results & adjust
6.Readiness for next phase
7.Review budget (plan vs. actual)
Metrics:
http://www.marketingsherpa.com/
11 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

13. Lessons learned the hard way
12 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

14. Seven lessons learned
1. Communicate broadly within your
organization
2. Do a beta/trial or phased launch
3. Develop the right message
4. Be a good project manager
5. Measure performance
6. Do not ignore social media or mobile
7. Monitor and adjust strategy after
launch
13 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

15. Lesson #1:
Communicate broadly within your organization
Reduce the chance of a stakeholder holding up the
launch or reducing its effectiveness by
communicating broadly and often
• The goal is to obtain buy-in or some level of ownership for part of
the launch so if anything goes wrong, they are more likely to help
• Identify stakeholders
• Communicate key activities to core and extended team, on a regular
basis
14 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

16. Lesson #2: Beta or phase launch, where possible
› A beta or trial allows us to learn about the
issues our customers face, what they value
and how they view our product. Use it to also
test key messages, pricing, features and
functionality
• Phone or survey feedback
• Seed references, case studies and early
customers
› A phased launch (launch full or partial
functionality to a subset of users, usually
existing customers, F&F) reduces risk esp.
when launching a substantially different
product or to a new target vertical or buyer
• AKA “Exclusive sneak peek”, “Invite only”
launch
15 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

17. Lesson #3: Develop the right message
› The right message informs many
of your marketing efforts and if
done right makes the rest of the
work easier.
› The wrong message causes
confusion among customers and
users and reduces your
marketing effectiveness
› Test it
› Test it again
16 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

18. Lesson #4: Learn to be a good project manager
When executing a go-to-market plan, good
project management can reduce costly mistakes
 Develop a plan with inputs from key
stakeholders.
 Meet regularly with core team
 Hold core team and stakeholders
accountable
 Use milestones to communicate status
widely
 Identify critical milestones early so you
know if your launch date will be
impacted
17 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

19. Lesson #5: Measure performance
› If you don’t have measures in place, how will
you know if you have been successful?
• Marketing effectiveness
– # of mentions in key publications
– # of site registrations
– # of product inquiries
– # of webinar attendees
– eMail open rates
– User reviews/ratings, etc.
• Revenue goals
– # of followers, re-tweets etc.
– # of qualified leads Good benchmarking sources:
1. Marketing Sherpa
– Quality and size of pipeline 2. Pragmatic Marketing
– Sales revenue, etc.
• Review your budget
18 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

20. Lesson #6: Do not ignore social media or mobile
Social media is time consuming and difficult to
measure. If done right, it can lead to success
• There are more channels than time: Social networks, microblogs,
blogs, meetups, etc.
• Identify your goals (increase traffic, revenue, search ranking etc.)
• Profile your audience
• Identify which social media channel is most effective for each
audience
• Develop a plan to create content and interact regularly with your
audience
Social Media marketing certification program
Mobile is widely adopted; having a mobile presence
is a must
• Understand your mobile users with mobile analytics
• Optimize your web site for the small screen
• Explore advertising on mobile or do SMS or MMS campaigns
19 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

21. Bad customer
experiences are more
dangerous than ever
20 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

22. 78% of users who
encounter problems
completing mobile
transactions share those
experiences with others
21 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

23. Example:
Tealeaf customers assess the following for their mobile channel
› User Behavior • Detect customers struggling to
• Screens viewed, Referring screen change reservation or order
• Text field, Text Field value
• Isolate by application version, by
• Touches, Motion
error, by input
• App launched, Entered background
• Quantify users impacted
› Environmental
• App version, iOS/Android version, • Analyze customer behavior –
• Device Model sequence of events, screen logs,
• Device orientation, IP, Memory
server calls
• Connectivity, Carrier, GPS • Search to find other impacted
› Application Health users
• Exception, Crash
• Server connection success / error
Mobile marketing
certification
program
22 Mobile Site Native Apps
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012
Hybrid Apps HTML5

24. Lesson #7: Monitor and adjust strategy after launch
Despite the best planning,
some adjustment will have to
be made
• What is the feedback from Sales?
• How did campaigns perform against KPIs?
• How did the media respond?
• How did your best customers respond to your new product?
• What are your users saying on social media channels?
• How well did you do against your budget?
• Marketing is about trial and error; it is not an exact science
so expect to adjust your go-to-market strategy
23 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.
2012

25. Go-to-Market Strategy
Key takeaways for product marketers
1. Create a plan before you start
2. Leverage multiple channels
for greater success
3. Test, measure, monitor and
adjust. Then do it again.
4. Don’t forget to market on an
ongoing basis
If you don’t, your competition will
24 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

26. Thank You
Janet A. Jaiswal
Sr. Director of Product Marketing
jjaiswal@tealeaf.com
Twitter: JanetJaiswal
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.