Go-to-market: customers, positioning, launches and pipeline
The Marketing Leaders work group works through go-to-market in group chats. They start with who to sell to and how to say it, then how to run a launch and where pipeline comes from.
Updated
Questions Answered
Choosing an ideal customer profile and the positioning to match
Pick a segment narrow enough to change your message, confirm it with retention data and customer conversations, and write positioning in the words those customers use.
Testing whether your positioning is working
Positioning works when the target audience can explain the benefit in its own words, ties it to your brand, and goes on to activate and keep using the product.
Planning the go-to-market for a product launch
Agree on the one tension the product removes, gate on the demand signal closest to your economics, and judge the launch against a holdout on a scorecard the CFO approved before launch day.
What to finish before a launch and what to leave for later
Have a named customer, a working path to the promised benefit, a few early users and a measurement plan ready. The full campaign, brand guidelines and every channel can follow.
When a SaaS partner program is worth building
Pilot with a few partners who already help customers, and fund a full program once the team can repeat the handoff and partner-assisted accounts show incremental payback.
Pipeline channels for B2B products with technical buyers
Choose the first channel by how fast a technical buyer reaches value, then judge every channel on activated accounts and qualified pipeline.
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Marketing Leaders
