12 minutes Go To Market (GTM) primer.
You want traction? Pay attention to context.
A 12 minutes drive by review of everything you need to know about Go To Market (GTM) for new products.
A Go To Market plan for a product team answers 2 questions.
a) How do we get a product in front of our customers?
b) How do we convince the same customers to try, and buy it?
In most instances an effective GTM is a trust and relationship building exercise with new customers. Who are these new customers?
Product teams often have an ideal customer profile or persona. This persona is a composite image created from original research. However the first customer and the first segment for most teams will often not be the original ideal customer profile. It will be segment zero.
Segment zero is dramatically opposite to the ideal customer. So different that if we are not aware of segment zero, we wouldn't even return their phone calls or respond to their emails. Most teams would actually look down on segment zero customers.
The ideal customer profile we create for our products is very different from the profile of customers in Segment Zero. When we think of ideal customers, the profile we define is the profile of customers of a mature product. The profile of the product in its original startup launch discovery stages is very different from a mature product and hence target customer profiles that shape our GTM strategies are different from customers who actually buy our products at launch.
Understanding the importance of segment zero is key to making a product get to traction and product market fit. We can't understand segment zero without understand the product life cycle or decoding the process to get a customer to try our products. Trials are a key part of the try and buy objective. Without trials, there is no try. And the try and buy stops at try.
Highlights
00:00 Intro
00:32 Segment selection
00:40 Trials
01:00 S curve
02:00 GTM Strategy – Who
02:30 Segment Zero
03:25 Two questions
04:00 Product case study
05:30 No risk?
06:15 As broke as?
06:35 GTM timing
06:51 GTM Antipatterns
07:48 A Launch event
08:00 Dissection
09:00 The GTM Process
09:30 Use case customer zero
09:45 Validation
10:10 Trust
10:40 Connection
11:00 Conversations
11:10 Conversions
11:30 Building Trust
12:00 What is GTM?
Original full length lecture - • Go to market for products. On debugging pr...
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