Product Collective - 🔨 Build it and they will come?

Go-to-Market is more than build it and they will come

As much as we may like our product launches to be like Field of Dreams (build it and he will come), that’s not how product launches work. To successfully launch a product you need to have a well-thought-out plan for how you’ll let your target customers know about your product and get it in their hands. You need a go-to-market strategy.

The Proven Process for Developing a Go-to-Market Strategy. When you're unveiling a new product, the last thing you want is to launch it without a proper go-to-market (GTM) strategy framework. You need to craft a thoughtful, actionable, effective go-to-market plan, but more often than not, that process is anything but easy to navigate. Stefan Groschupf walks you through everything you need to know to build a killer GTM strategy.
(via @HubSpot)

9 steps to craft a successful go-to-market (GTM) strategy. A go-to-market (GTM) strategy is a step-by-step plan for launching a new product or expanding into a new market. It helps you launch your product to the right audience, with the right messaging, at the right time. Caeleigh MacNeil describes nine steps to craft a go-to-market strategy and set your next product launch up for success.
(via @asana)

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Letting it all sink in
Well, it finally happened. Yesterday, it became official that Elon Musk took over at Twitter HQ. He even brought in a sink with him so the entire world can let it all sink in. Okay. 

Hey, if anything else – these past few months have provided quite a bit of drama and intrigue, right? From a product management perspective, I’m certainly curious to see what changes we can expect with that bird app. Apparently, Musk has already asked Tesla engineers to start evaluating the codebase at Twitter – in part, to be more informed about potential product changes. Then, in short order, several Twitter executives were summarily fired. 

So, what comes next in what’s become the tech saga of 2022?

Some people expect Twitter to reverse many of the user-bans it made (including that of a certain former President), citing free speech concerns. 

Others are wondering if the mysterious “X” app that Musk has referenced in the past may be what Twitter will eventually morph into.  

As for me? Well… all I know for certain is that the drama and intrigue doesn’t end today just because this deal is finally closing. My bet is that next year will be a continued roller coaster of personnel changes, product introductions, nonstop drama… and lots… and lots… of memes. 

This is the new Twitter, everyone. Here we are. Buckle up.

Improve your customer experience with a product-led go-to-market strategy. The definition of a traditional go-to-market strategy is an action plan that describes repeatable and scalable processes for how a company gains, keeps and grows customers. Customer experience requires organizations to go beyond demographics and firmographic data to understand customer needs, values and expectations. Myk Pono, Mickey Alon, and Nick Bonfiglio explain how these insights will help your organization personalize its product offering, pricing and message to improve the customer experience. They will also help you understand what journeys, channels and processes best match customer expectations.
(via @pragmaticmkting)

7 Go-To-Market (GTM) Strategy Examples to Inspire Yours. With an effective GTM strategy, you can reduce your time to market, increase adoption rates/conversions, decrease chances of failure, and ultimately, pull off a successful product launch. However, creating a GTM plan from scratch isn’t easy. Josh Fechter takes you through 7 different go-to-market strategy examples to inspire your creativity. In addition, he sets the basic foundations of the concept for those who are unfamiliar.
(via the-product-company)

10 steps to building an effective go-to-market (GTM) strategy. Launching a new product is terrifying. You’re taking what you believe is a unique selling proposition and telling the entire world about it, hoping people will give you money for your idea. With fear, anticipation, and deadlines running you ragged, product launches can spiral downhill faster than you can say your elevator pitch. That’s why, whether you’re an enterprise behemoth or a new startup, you need a go-to-market strategy. If you do not know what that is, fear not. Donny Kelwig takes you from product conception to launch, with the expert tips and tricks you need to develop a foolproof go-to-market strategy and framework that fits your sales method.
(via @zendesk)

Scratch to Exit: Product Lessons Learned from Failure and Success

John Knific has been involved with two early stage technology startups as a founder and product person – from the very beginning all the way to exit. In this discussion, we'll dive into the lessons learned along the way. This conversation will be especially helpful for those navigating challenges with early stage products – and you'll have a chance to ask questions of your own as well!

1. A newsletter each and every Friday centered around an important product topic, like roadmapping, strategy, and analytics.
2. Access to a thriving Slack group with thousands of others to share advice, tips and get feedback on your work.
3. Plus, invitations to exclusive video chats, special member privileges at the conferences we hold in the United States and Europe, and more!