Informed GTM Strategy

The Informed Go-To-Market Strategy category recognizes tools that help Product Managers develop a strategic approach to testing and launching products in new markets or for new segments of customers.

The way we reach targeted cohorts of users has evolved and, credit to the accelerated digital adoption that came from the pandemic, has opened up a new space for Product Managers to sharpen our skills and understand what are the new ways that we’re going to have to launch our products and features. 

These external factors have played into a need for a new approach as a majority of workers continue to work and learn from home. Some of the factors include the following:

• post-pandemic, consumer behavior change
• an increase of compliance
• tax regulations in various international markets
• a higher threshold for security and compliance

Tools in this category help Product Managers develop and deliver on their Go-To-Market Strategy using the following superpowers:

• Testing & experimentation: test new products, new markets, and new segments through experimentation.
• Developing a pricing strategy: build their pricing strategy, based on price sensitivity, and the customer / market segments chosen.
• Collaborating with Marketing to develop the external rollout plan: aid in collaboration between Product Management and Marketing.
• Finding, acquiring & retaining customers:
  • empower their Sales and user-facing teams to find opportunities in their targeted market
  • turn those opportunities into customers
  • keep those customers engaged, happy, and yours.

The theme of the 2022 Awards is “The Age of Product”. The theme highlights the importance of being product-first in today’s world where our connection to the outside world continues to be via technology products.