Reconnect GTM

To kick off this GTM, I scheduled a deep dive session with the leading Product Manager to learn about Reconnect in-depth and ask questions to inform my work. I then identified key stakeholders to represent essential functions, including Sales, CS, and wider Marketing support. Upon identifying the supporting stakeholders for the GTM, I conducted a kickoff call to get everyone aligned, assign roles, and set expectations for the GTM.

Following the completion of the deep dive with Product, I had to determine the scale of the GTM for this new product. Reconnect introduced exciting and differentiative new functionality that was highly anticipated by both our customers and internal teams, so this was a release that required a lot of noise internally and externally. After analyzing customer demand, market need, and competitor solutions, I determined that this would be a large scale GTM involving a full set of sales enablement materials, Sales and CS team trainings, a dedicated product blog, website updates, and in-depth social media campaign. I also leveraged product usage data in Tableau to define usage goals to guide our GTM efforts.

Reconnect is a product that introduced new functionality, but it also ingested existing functionality. Because of this, we had access to a lot of customer feedback and data to use while crafting our messaging and positioning. To start, I used Tableau to understand the personas who most frequently used our existing Triggered Messaging functionality to start building out the ideal customer profile for this product. From there, I used call recordings with our customers to define a problem statement and address how Reconnect solves these challenges. Working with Product, I identified our key differentiators and used this to develop the main product values, and conducted a competitor analysis to outline our positioning statement and product-market fit.

Once the Reconnect product messaging and positioning was finalized, I used this as the foundation for all other GTM assets. I developed a dedicated factsheet, use case slides, product deck, adjusted our core sales pitch, updated our website, added use cases to our public use case library, delivered Sales and CS training sessions, wrote a dedicated product blog, and developed and executed on our social media strategy.

Upon completion of the GTM work, I closely monitored Tableau to keep a pulse on usage metrics to understand the impact of my GTM efforts. Within 3 months of launch, we had outpaced our initial adoption goal by 33%.