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GTM for Product Leaders Project Overview A project that guides product leaders and their teams in developing a successful go-to-market strategy.
© 2014 SiriusDecisions. All Rights Reserved 2 GTM for Product Leaders Project Overview This project works with Product Management leaders and their teams to define and revise the interlock processes with product management, product marketing and sales enablement to enable a unified approach to go to market. The outcome of this effort will be an aligned set of responsibilities, handoffs and process interlocks to drive better product market performance and an aligned set of success measures.
© 2014 SiriusDecisions. All Rights Reserved 3 GTM for Product Leaders Project – The Problem Many product organizations find the overall market performance of new offerings fail to meet their projected financial results. Many of the root causes of this poor performance can be attributed to: A lack of organizational alignment A lack of a shared focus on an agreed target audience, lack of a decision gate process Missing or ineffective processes Goals that aren’t aligned Disconnected planning processes Measurements that aren’t actionable across teams
© 2014 SiriusDecisions. All Rights Reserved 4 GTM for Product Leaders Project – The Solution The SiriusDecisions go-to-market alignment approach is a 6-10 week consulting engagement, with an assessment and recommendations across the phases of the go-to-market process — strategy, execution and growth. Key areas of focus include: Making optimal use of product management resources Working on things with impact – sufficient rigor in addressing market problems Expectation setting and alignment with other teams Decision making forum for alignment and action Aligned set of metrics and measurements that cross product, marketing and sales
© 2014 SiriusDecisions. All Rights Reserved 5 Who Should Participate? Product leaders and managers, product marketing leaders and managers, sales operations and sales leaders should participate in interviews. Product leaders and managers, product marketing leaders and managers, sales operations should attend the working session. Product leaders and managers, product marketing leaders and managers and sales operations should participate in follow on implementation planning.
© 2014 SiriusDecisions. All Rights Reserved 6 Sample Prerequisite Work In order to have a successful engagement, we may ask the project sponsor/s and key members of the project team to provide information, complete benchmark surveys, and assist in the collection of data. This will allow us to gather as much accurate information regarding the current state as possible. We will analyze the information collected to help develop our recommendations. Background and context setting by the project sponsor, including any company cultural information needed Provide documentation of Current go-to-market planning and implementation processes Business Case, MRD, PRD, Portfolio Architecture Dashboards and metrics tracked for product performance Sample marketing and sales collateral Provide key stakeholder interview lists Provide additional information as needed.
© 2014 SiriusDecisions. All Rights Reserved 7 Sample Pre-Reading Materials Given the significant body of research in this area, the list will enable the key stakeholders to discuss core topics essential to the success of the project. 1.The SiriusDecisions PMM Model 2.Dashboard Guidelines: Product Marketing and Management 3.The Innovation Council: Key Decision Gates 4.The PMM Model for Emerging and Midsize Companies 5.Conducting a PMM Model Gap Analysis
© 2014 SiriusDecisions. All Rights Reserved 8 Sample Project Deliverables An understanding of best in class go-to-market processes Completed PMM Model Activity Gap Assessment An overall structure for the future go-to-market process, based on the PMM Model and Gap Assessment A consistent governance model around the process areas of go-to-market process improvements Role clarity across product, marketing and sales teams Aligned goals across teams and suggested dashboards and metrics used to measure success A go-forward action plan to establish a standard tool-kit of best practices and frameworks for product marketing/management teams
© 2014 SiriusDecisions. All Rights Reserved 9 SiriusDecisions Consulting Process and Data-driven Methodology Projects begin with a kickoff that includes a clear outline of the detailed approach, schedule of status updates, next steps and deliverables. The SiriusDecisions Consulting process outlined below guides clients through a set of coordinated steps and milestones to a successful outcome. One of the most important steps is the “review and revise” phase, which allows initial feedback to be incorporated into the development of a final set of prioritized recommendations and deliverables. All process steps and milestones are designed to work in concert to apply operational intelligence, SiriusDecisions frameworks, models and best practices to create actionable plans and results.
© 2014 SiriusDecisions. All Rights Reserved 10 SiriusDecisions Consulting Process and Data-driven Methodology SiriusDecisions Consulting leverages a unique methodology for collecting insights about the current state of an organization and then comparing these findings to similar organizations. The SiriusIndex TM is used to compare best practices achieved by a peer group (organization size, industry, go to market approach, etc.), relative to the current CMO results as well as best in class organizations. These comparisons provide context and inform recommendations in both an interim review and final report. Final reports are typically presented in an onsite working session followed by a final PowerPoint report and relevant SiriusDecisions research.
© 2014 SiriusDecisions. All Rights Reserved 11 Scalable Solutions to Help B-to-B Leaders Grow Their Business SiriusDecisions provides research-informed consulting services that operationalize our market-leading models, frameworks, best practices, benchmark data and research to address business problems or opportunities and drive profitable growth. With SiriusDecisions Consulting, you will broaden understanding, adoption, application, utilization and impact of SiriusDecisions methodologies within and across teams and go-to- market ecosystems.
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