The fastest way to lose customers and destroy market traction is to have conflicting Product Strategy and Go To Market strategy.
The product strategy is foundational. It lays out what you will deliver to customers and how your solution creates value. The Go To Market strategy is about how you will bring the solution to the market, communicate benefits to customers, and address competitive forces.
These two strategies are expected to be complementary. The product strategy informs the go-to-market strategy, and both should support the overall business goals.
But in organizations where product and marketing are misaligned on strategy, teams often experience conflict and misunderstandings. This can delay launches, dilute messaging, and ultimately hurts customer acquisitions. Sometimes, Go To Market strategy misalignment delivers on all these issues 🙁
However, it is possible to resolve these conflicts and create a more successful GTM strategy with the GEM framework.
GEM: Goal Singularity -> Extreme Simplicity -> Measurement + Management
1. Product and Go To Market Goal singularity
The first step is to ensure that the product and marketing teams are working together towards *a single goal*. Ideally, the goal is expressed in a number…for example, 50 new customer accounts in 2 quarters. It is essential to get aligned on a single goal for the Product + GTM strategy to succeed.
2. Extreme simplicity
Simple scales, complex fails. The second step is ensuring the GTM strategy is clear, simple, and concise.
It should be easy for both teams to understand and implement. The product team should focus on creating products that solve customer problems, while the marketing team should focus on creating campaigns that resonate with customers.
3. Measurement and Management
The third step is to test and measure the GTM strategy. For example, the product team should track user engagement and conversions, while the marketing team should track campaign performance. This data can help them fine-tune their strategies and improve results.
With the 3 part GEM framework, teams can address product and GTM strategy conflicts, resulting in increased customer acquisition and market traction.
Which will make this video a moot point 🙂