ProductCamp Boston May 12 2018

1. 1© 2018 The MathWorks, Inc.
Initiating Go-To-Market Strategy
By Teresa Hubscher-Younger and Shwetha Bhadravathi Patil

2. 2
Overview of GTM Process
Initial Idea
GTD
Business Plan
Pre-GTM
Launch Plan
GTM

3. 3
Initial Idea
GTD (Go-To-Development) or Pre-Pre-GTM
 Technical solution
 Market Understanding
– Market Size
– Market Alternatives
– Potential Customers
 Naming and Pricing
 Product Development
– Staffing requirements
– Internal opportunity cost
 Timeline
Target audience –
Marketing and
development leadership
Timeline for this step –
3 months

4. 4
Business Plan
Pre-GTM
 Market Overview
– Technology
– Workflow
– Use Cases
 Market Opportunity
– Trends
– Competition
– Sizing
– Segmentation
 Productization
– New/Transition
– Roadmap
– Alternatives
 Project Assessment
Target audience – CEO,
marketing and
development leadership
Timeline for this step –
3 months

5. 5
Launch Plan
GTM
 Offering Information
– Naming (Meeting earlier)
– Dependencies/Restrictions
– Target Market Segments
 Competition and Competitive Differentiation
– Existing Solutions and Competitive Products
– Competitive Pricing
 Marketing Implementation
– Proposed Positioning
– Product/Offering Pricing
– Marketing Launch Activities
 Partner Consideration
 Forecast and Financials
 Risk Assessment
Target audience – CEO,
marketing and
development leadership
Timeline for this step –
6 months

6. 6
Overview of GTM Process
Initial Idea
GTD
Business Plan
Pre-GTM
Launch Plan
GTM