Go-to-market strategy

Think marketing is all about your customers? According to Tim Parkin, marketing advisor to a portfolio of multimillion-dollar brands, you're thinking about it all wrong....

Imagine the feeling of that inconvenient thing that’s been annoying you just a little bit every day. How much would you pay to get rid of it? The solution to that problem, that makes your days run smoother and your life easier, that’s what you want to be for your customers....

Susan “Spark” Park has an incredibly diverse career background. She’s worked in the navy, in sales, and in product. She then decided to conquer product marketing....

The decision-making process works in tandem with consumer behavior, but what is consumer behavior, and more importantly, why is it applicable to businesses, as well as the consumer?...

Your product positioning should be the backbone of every customer-facing asset you have, which means this isn’t an area to scrimp on. If you nail your positioning, you can build everything out from that point. But, as with all things in life, it’s easier said than done....

The fear of missing out isn’t necessarily about missing out on getting a good deal; it’s about finding a product before they become unavailable. Some studies have shown that consumers who experience FOMO spend more on average than those who don’t....

Having started in content and marketing in the early days of The Alliance, Bryony has gone on to launch and grow multiple successful product communities as a CMO. So, what are her secrets to success?...

Go-to-Market is the backbone of so many businesses, but Go-to-Market job titles are still new on the scene. That’s why we’ve set out to find out what the GTM job market looks like, how much you can expect to be paid and what it actually means to work in Go-to-Market....

Your business’ brand promise is a clear, distinct and unique value or experience every single one of your customers can expect to receive. No exceptions. When brand promises are delivered on, they can define individual products or entire organisations....

The customer journey is one of the most important aspects of your Go-to-Market strategy. We’re talking about the journey your customer goes on from first finding out about your brand, to purchasing your product, to being a lifelong advocate of your business....

The key to a product’s success is how you leverage your environment to apply those insights (think Amazon). A company’s job then is to uncover fundamental insights so that it can develop the conditions necessary for its product to thrive in competitive markets....

Anand Akela manages product and solution marketing at Nutanix. He has worked in product marketing for many years, previously holding leadership roles at Hewlett Packard, Oracle, AppDynamics, CA Technologies, and Tricentis....

Did you know only 33% of PMMs have a defined Go-to-Market strategy? At Go-to-Market Alliance, we don’t think that’s good enough. There’s a lot of confusion around what Go-to-Market is, who does it and how it benefits growth and revenue. We’re here to change that....

When I’m asked to describe what's been happening in the AI industry, three words come to mind: hype, confusion and fear. So how did it all begin?...

f you own your company’s Go-to-Market strategy you’ve probably got a lot of plates spinning right now. In the run-up to launch, there’re lots of tasks belonging to multiple teams that you have to make sure get done....