Elizabeth Walton Egan

Sharing RevOps co-op community best practices on something we all know is critical - designing territories to ensure the success of your sales force and, by extension, your company. The number of different strategies available make selecting the right one both challenging and critical. The team at RevOps Co-op delve deep into this topic 👇 https://gag.gl/Nm2xoO #RevOps #Data #DataQuality

7

I distilled 𝟭𝟯+ 𝘆𝗲𝗮𝗿𝘀 of my go-to-market experience as a CMO/VP/Head of Product into this 𝘁𝗲𝗺𝗽𝗹𝗮𝘁𝗲👇 So, if you need help building a go-to-market plan, this resource is for you. I originally built this for myself for my consultation work. → I wanted a template that covered all of the key considerations in an effective and efficient go-to-market engine. → While also still being lightweight enough to be completed quickly (and no more than ~2 pages if printed out). Here's a summary of what the template covers: 𝗣𝗮𝗿𝘁 𝟭 - 𝗬𝗼𝘂𝗿 𝗖𝗼𝗺𝗽𝗮𝗻𝘆 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 • 𝗠𝗮𝗻𝗶𝗳𝗲𝘀𝘁𝗼 - what you stand for, the change you're championing, why you should be trusted • 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 - the urgent & important problem you're solving and how you're solving it better than alternatives • 𝗧𝗮𝗿𝗴𝗲𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 - segments, ICP and buying committee 𝗣𝗮𝗿𝘁 𝟮 - 𝗬𝗼𝘂𝗿 𝗕𝘂𝘆𝗲𝗿'𝘀 𝗣𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆 • 𝗪𝗵𝘆 𝘁𝗵𝗲𝘆'𝗹𝗹 𝗯𝘂𝘆 - jobs to be done, buying triggers • 𝗪𝗵𝘆 𝘁𝗵𝗲𝘆 𝘄𝗼𝗻'𝘁 𝗯𝘂𝘆 - objections, fears, alternatives • 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 they trust - where they learn and make decisions 𝗣𝗮𝗿𝘁 𝟯 - 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴, 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 & 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 • 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 and 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 - per customer segment • 𝗣𝗿𝗶𝗰𝗶𝗻𝗴 strategy - how you price vs the market 𝗣𝗮𝗿𝘁 𝟰 - ��𝗼-𝗧𝗼-𝗠𝗮𝗿𝗸𝗲𝘁 𝗙𝘂𝗻𝗻𝗲𝗹 • GTM 𝗠𝗼𝘁𝗶𝗼𝗻 - sales-led, PLG, etc. • 𝗛𝗼𝘄 𝗪𝗲'𝗹𝗹 𝗪𝗶𝗻 - one sentence statement uniting GTM teams • 𝗗𝗲𝗺𝗮𝗻𝗱 Gen - how you'll generate demand • 𝗟𝗲𝗮𝗱 𝗚𝗲𝗻 - how you'll collect demand • 𝗦𝗮𝗹𝗲𝘀 - how you'll prospect, nurture and close • 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 - how you'll grow revenue 𝗣𝗮𝗿𝘁 𝟱 - 𝗠𝗲𝗮𝘀𝘂𝗿𝗲𝘀 𝗼𝗳 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 • 𝗢𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲𝘀, 𝗧𝗮𝗿𝗴𝗲𝘁𝘀 and 𝗞𝗲𝘆 𝗥𝗲𝘀𝘂𝗹𝘁𝘀 - for Product, Marketing, Sales and CS As I said, it is comprehensive. But as you can see below, it's all done in a lean package. ___ Want the FREE template? 👉 The 𝘁𝗲𝗺𝗽𝗹𝗮𝘁𝗲 𝗰𝗼𝗺𝗲𝘀 𝘄𝗶𝘁𝗵 𝗮𝗻 𝗲𝘅𝗮𝗺𝗽𝗹𝗲 using a fictional company to help guide you through it. 1. CONNECT with me    ❗don't miss this step, I can't send you the post without :) ❗ 2. LIKE this post 3. COMMENT "GTM" And I'll share it straight with you :) Plus all my future training videos on it. ___ So why am I doing this? → Help better define what a GTM strategy consists of → Help others get a head start building theirs → Get your feedback to make the template better :) So what are you waiting for? ___ ✍️ Connect with me, like the post and comment "GTM" to get the template. ♻️ Reshare if you found valuable. #B2B #B2BMarketing #B2BMarketingStrategy #GoToMarket #Marketing #SaaS #Enterprise #BrandAwareness #DemandGen #LeadGen  #Sales #Data #ROI

1,129

1,796 Comments

We're stuck in a catch-22. Consumers expect true personalization along the lines of Netflix and Amazon. But they also want increased privacy and tighter data controls. This is the personalization-and-privacy paradox, and it’s a delicate tightrope for marketers to manage. But why can’t customers have both? Businesses that still rely on speculative, third-party data to power their personalization strategies simply can’t deliver this. However those prepared to collect and use data sourced directly from their customers have an opportunity to create deeper and more enduring customer relationships. This isn’t just a competitive advantage against the former—it’s a long-term investment that will increase loyalty and engagement in a way we haven’t seen yet as marketers.

191

5 Comments

Tired of an overcomplicated GTM Strategy with out of date acronyms and siloed functions? Its time for a truly unified people first approach to B2B Marketing and I am looking forward to hearing Adrian Chang, Sophia Agustina, and Mark Kilens share their best practices for creating a GTM strategy that resonates with their prospects. This is a conversation you won't want to miss! 👏 Check out the link in the comments to sign up.

26

7 Comments

This guide by Michael Applebaum is one of the best product marketing guides that I've seen written. Concise and practical. Thanks to Stage 2 Capital as well. #ProductMarketing #PMM

8

1 Comment

Feeling inspired and recommitted after last week's GTM Partners Seattle roadshow. Much like reading your favorite book or watching your favorite movie, every time you play it back, you catch something new in the content. Some of my favorites nuggets I'll take with me into this week: "When you are unfocused, you pay an optionality tax" - Bryan Brown when discussing how focus will set you free in your GTM strategy. Whether it's your external offer to the market or your internal priorities, determine where your business can grow the most and skate there with speed and clarity. "Train AI to speak like your superhuman seasoned sellers" - Angela Frackowiak dropping unreal levels of knowledge and insight into how she, Branislava Jelicic and their team at Armis are using Regie.ai to scale the operational complexity of their inbound and outbound motions. "If you ask department questions, you get department answers" - the silo'd problem-solving across the GTM teams has to stop. Elevate your cruising altitude by using frameworks that don't pit functions against each other, but rather seek to draw out cross-functional solutions (I took a great framework pic at the event for anyone who wants it). H/T Outreach for letting us drink in your beautiful office view all morning

69

4 Comments

I think the adage "you don't truly know someone until you live with them," applies equally to businesses. Observing how companies react to market depressions and significant societal changes offers a similar revelation in my opinion. Since 2020, the progression from a period of "listening and learning" to one of accountability, and now to questioning the extent of engagement with social issues, has been fascinating to watch from a broader marketing perspective. This evolution is especially intriguing from my standpoint, where my professional obligations span both fiduciary duties to customers and financial stakeholders. Year over year, the Edelman Trust Barometer indicates that people trust businesses more than NGOs, governments, and media. This established trust positions commemorative months as pivotal times for B2C marketers to make a significant statement through campaigns and CSR initiatives. Despite resistance in 2024, it’s essential for brands to recognize that consumers, particularly Gen Z and millennials — who will represent 48% of global retail spending by 2030 — retain long memories. I believe that brands that choose to support a cause must genuinely commit to their stance to maintain authenticity with these discerning consumers. What do you think? https://lnkd.in/eVQdUNhu #marketing #leadership #branding

19

4 Comments

Forget Inbound and Outbound artificial boundaries...and your old-fashioned play(s)/silos by Sales or Marketing in our new "B2B buyer in full control" world. No more spamming, sequences, non-personalised, un-engaging messages please SDR/AEs bombarding me;)... ending up straight into our Junk and Trash WATCH my one-min summary shown (SLIDES AVAILABLE) in June's Revenue Marketing Alliance Product Marketing Alliance ABM summit (watch on demand see link in comment) on https://lnkd.in/e2-4aZXR Thx as always Andrei Zinkevich Vladimir Blagojević Fullfunnel.io too for the usual inspiration, Elena Simou also, lkg fwrd to sharing more soon! It is all about an integrated AllBound, "a la ABM" playbook and even more importantly a GTMOps / RevOps mindset and framework. ABM = GTM: Pure & simple. Not Marketing, not Sales but cross-Product, CS, Sales, Marketing and related teams, all for the full customer journey benefits...from new sales to renewal & expansion (incl Partners) You need to (1) focus on enabling & boosting your Go To Market strategy, which motion(s) or which mix of, PLG, SLG, PLS or whatever.. (2) adapt your ABM playbook, craft your strategy and segmentation as you see here from top to bottom. What are the cohorts, firmographics, attributes, triggers, HubSpot properties, you name it, that are critical to define these cohorts with first, second or third-party data or other... selecting your most promising accounts using predictive AI, scoring, buying intent tactics and MarOps set-up

27

6 Comments

The sweet spot for research is something that is shocking in magnitude but not at all shocking in direction. Something that leaves your jaw open, but opened it when you were nodding along. Over the last two months, my team (shoutout Arjun Sangwan & Christian J. Ward ) and I have combed through data for over half a million businesses to help answer the question, "How much does a business benefit from being found in more places?" What we found hit the research sweet spot - shocking in magnitude, not in direction. We discovered that regardless of size, region, or industry there seems to be a beautiful pattern between brands that put their information in more places and their respective success on Google. Not only did they see 17% of website search traffic coming from non-Google sources, but those that synched data to over 75% of these publishers saw Google website traffic 186% higher than businesses synched to under 50%. Simultaneously obvious and shocking. Check out the whole study here: http://yex.tt/49PivOC

77

So very cool to see how BlackRock has streamlined product operations with Airtable: more than 80 hrs/week saved in productivity for PM and PMM! https://lnkd.in/gW-fb62V #productmarketing #productmanagement

76

1 Comment

While I don't post about every client I'm working with, I do want share that I've joined SendSquared as their Fractional CMO. Why? And why share this out? Because these days I'm choosing who I work with very thoughtfully. Working with leaders like Nicolas W. is a sincere pleasure. (You may have heard his crazy story recently on the Alex & Annie: The Real Women of Vacation Rentals podcast.) Going through that type of life incident and launching a software company takes grit. I find what he has done admirable. His team is committed to overachieving, prioritizing their partners, and exceeding expectations -- not to mention operating with a high level of integrity. I'm excited to support them through my branding and marketing superpowers. This stage of brand growth is hard and I love a good challenge. :) So for all the other CRM brands in the vacation rental industry, I'm sorry I can't work with you at the moment because I don't work with two brands in the same space at the same time. Oh, wait. There aren't any others. :) #fractionalCMO #CRM #vacationrentals https://lnkd.in/enX7KBGX

64

14 Comments

Check out the latest #TheGTMPack episode below 👇🏾 Al Sargent is a tenured #ProductMarketing leader who gives us leadership insights. It's never easy taking over an existing team as a new leader, figuring out how to measure PMM effectiveness, & creating an environment that gets the best out of your team. #gtm #b2b #pmm

8

A stroll through San Diego led me to Geppetto's, where a life-sized puppet and friendly staff turned me into an unexpected customer. 🌟This IS the magic of independent retail. 🌟 With consumer spending down, small businesses need innovative strategies beyond discounting to thrive without sacrificing profitability. Curious about how #indieretailers are navigating these challenges? Check out my latest article in Total Retail. #Retail #SmallBusiness #CustomerExperience #Innovation #IndependentRetail #SMB #boutiqueowner #retailer #fashion

40

2 Comments

Product Marketing has gained so much prominence in the last few years There’s no doubt that every B2B, and most B2C organizations, need product marketing. PMMs drive value prop and messaging, launches and enablement. They are drivers and integrators, orchestrators and collaborators. They are the voice of the customer, and the storytellers of the product. It's fair to say that PMM is having its moment in the sun 😒 Alas, very few PMMs actually feel that way. Most feel they are stuck in the mill of making content, launching features or generally proving their worth to everyone 🤷‍♀️ It’s not enough to be 'just good' at product marketing. It’s not enough to bring the ‘best practice playbooks and templates’ for launches, enablement, messaging and campaigns. 💪 To be a freaking great product marketer, PMMs need to up their game on storytelling, collaboration and customer centricity 🗣 This topic is very dear to me. Which is why I am looking forward to joining the PMM community in person at Product Marketing Summit Seattle this June 12 & 13. 🎤 I’ll be leading a mainstage session on how PMMs can level up their influence, craft and career. The session will have practical tips and tricks all told via engaging stories Check out what else is in store at the summit: https://lnkd.in/ggAwnnwQ Feel free to drop me a message or comment with any questions. 👇 Early bird pricing ends Friday so be sure to bag your discount. 🐣 #productmarketing #productmarketingsummit Beth Walker

25

6 Comments

One of my favorites, Jordan Birnbaum, unpacking noncontextualized guidance and the pitfalls of "generally accepted wisdom." "The only way in which noncontextual business advice can offer value is if you think like an artist. It may be wise to borrow or, even better, steal. But following noncontextual advice without evaluating your context is like wearing a blindfold on a mountain climb because you got the directions 'up.' Then, what to make of the 'importance of saying 'No'' articles? Be intentional with focus and clear with goals, which for 97 percent of us include career development. Careers are developed by saying 'Yes'; please do not actively avoid things that might broaden your horizons." https://lnkd.in/eJe7gMvk

16

2 Comments

Monday shout out to our Site Adoption Team 💪 💪. Whenever a Florence sponsor launches a study, we provide a bundle of enablement services that onboard sites to Study Organizer, eISF, eConsent and more. Here's what Site Adoption looks like at a few customers, and while we're not perfect, we get it right more than we get it wrong. Have a site-tech-adoption victory OR horror story? We want to hear it below.

56

I'm thrilled to be speaking at the Product Marketing Alliance Summit San Francisco this September 4 & 5! 🌉✨ Curious about the latest trends, cutting-edge frameworks, and best practices in product marketing? 🤩📈 Join me as I lead the panel: "The GTM Cheat Sheet: How to Confidently Set Strategy, Align Leadership, and Prove Results". In this session, you'll uncover the secrets to crafting a powerful GTM strategy that will drive your product to success. We will dive into: 🔑 Key elements of a robust GTM plan 🧩 Strategies for aligning leadership and cross-functional teams 🎯 Actionable insights to confidently bring your product to market and achieve measurable success. Don't miss this opportunity to gain a concise guide to creating and executing a winning GTM strategy. 🔗 Check out what’s in store: Product Marketing Summit San Francisco Feel free to drop me a message or comment with any questions. 👇 ⏰ Early bird pricing ends tomorrow—grab your discount now! 🐣 #productmarketing #productmarketingsummit @Beth Walker

105

17 Comments

As someone who’s worked in product marketing for the majority of my career, I’m passionate about the unique value this function can play in the success of companies at all stages of growth. I recently had an opportunity to connect with Mary Sheehan on this topic for The Women in Product Marketing podcast by Sharebird, and would love for you to tune in!  On the podcast we discuss:  ✨ Key skills to succeed in a product marketing career ✨ How to balance intuition and data when making decisions ✨ How to influence product strategy to achieve product market fit...and more!   Listen here: https://lnkd.in/g6CXG2En #podcast #womenintech #productmarketing #pmmskills

141

7 Comments