Go-To Market Strategy Framework

Product Team

Product User SPECs Product

EPICS Pricing
Statement Research Comparison Roadmap
Feedback

Product Marketing

Product Briefing Product Briefing Product Briefing

Feedback Feedback Feedback
Field
Content Product Datasheets/ Product Video
Marketin
Plan Training Battle Card Training Tutorials
g Plan

Risk Digital Lead QA &

Competito Trial
Mgt Marketin Qualificatio Troubleshoo
r Analysis Program
Plan g Plan n Matrix t

Corporate Marketing Sales Customer Success

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Product Statement

A clear Product Statement is the key artifact for product marketing manager to come up
with a thorough Go-To-Market Strategy. Normally I will ensure below questions (not
limited to) addressed in the product statement:

• Please describe the product in a few sentences or one paragraph

• Why are we doing this? How are we solving the problems? What are we delivering?
• What will be the use cases?
• What are the business and financial objectives?
• Is it a standalone product?
• Is there expected any cannibalization or complement effect with other products?
• Are there any risk factors will delay the product launch or result in product failures?

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Sales Enablement Framework

Sales Effective Sales Enablement consists of

Toolbox
four key elements :
- Comprehensive Sales Toolbox to bring
Sales team on-board quickly.
- Pre-screening Lead Qualification
Matrix to accelerate the sales velocity
by nurturing MQL and SQL efficiently.
Sales Lead
Targeted
Qualification - Regularly, dedicated Smarketing
Content Enablement Matrix (Sales & Marketing) Meeting to
facilitate customer feedback and
optimize Sales process.
- Provide Targeted content and sales
materials based on the stage of the
sales funnel, verticals, deal size,
Smarketing geography, language and solution use
Meeting
cases and other variables to engage the
customers.

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Sales Toolbox

Sales Toolbox is a package of base-line sales materials and tools to be provided to

Inside Sales Team, Outside Sales Team and Resellers/Channel Partners before the
product launch.
Product Briefing
Standard Pricing and
Promotion Guidelines

Datasheets

Product Demo Account

Competitor Specs
Comparison
Product Training

Battle Card
Content Hub : An
internal
sales/marketing
Product Q&A List content creative portal
or a share folder

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Lead Qualification Matrix

Lead Qualification Matrix is a tool to

identify and categorize the leads into Good
Fit (fall into ICPs), Poor Fit (Non-ICPs) and
Hand Raisers (Eager to buy), Sales-Ready
(Interested in demo or further discussion),
Unready (Lack of budget or awareness, Or
tight into another contract) by various lead
generation tools (SEM, “Request a Demo”
button, Whitepaper downloads, direct
conversations…etc)

The leads fell into “SALES” slot will move

*https://blog.kiwicreative.net/developing-a-lead-
to “SQL” stage of the sales funnel, while
qualification-matrix-for-your-tech-company
leads fell into “MARKETING” will move to
“MQL” stage.

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