GTM for Product Leaders
Project Overview
A project that guides product leaders and their teams in developing
a successful go-to-market strategy.
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.
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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
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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
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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.
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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. 6
© 2014 SiriusDecisions. All Rights Reserved
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
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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
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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.
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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 SiriusIndexTM 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.
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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-tomarket ecosystems.
© 2014 SiriusDecisions. All Rights Reserved
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