Launching a product is not just the remit of Product Marketing. For an end-to-end plan to be successful different departments need to work as a team and it’s the job of the Go-to-Market framework to give the team their reference point for consistency.
It needs to take into account technical, commercial, sales and marketing elements both pre and post-launch. And ultimately must be centred around the needs of the customer. In this way, all internal teams come together around a series of common goals and defined outcomes.
Working with a partner, we defined a global framework from concept to in-life which included a series of templates for each phase and a checklist of deliverables. When used to manage a product launch, best practice sharing became an integral part of the modus operandi of the business rather than something that was easily forgotten.
Furthermore, once the framework was in place, we used this to help local markets launch the product ensuring the commercial principles remained consistent throughout and that local pricing structure followed the global standards that had been set.