Are you marketing your product correctly?
Designing and producing a product is just as important as launching it correctly. This strategy, called GTM (Go-to-market), is a crucial process that directly impacts the product’s success.
One of the biggest mistakes in the GTM phase is using the wrong marketing channels. It’s essential to know where the product’s target audience is and to conduct communication and marketing activities on these channels. Otherwise, the brand’s energy, marketing budget, and marketing time devoted to the product will be wasted on the wrong channels.
Distribution infrastructure is another important issue to discuss. If you’re selling a physical product, your inventory, warehouse, packaging, and logistics processes must function flawlessly. If you’re digital, your server capacity, payment infrastructure, integration, and analytics systems must function flawlessly. The product may be perfect, but the customer must be able to access it; if they can’t, the launch will fail.
In addition to developing marketing channels and ensuring product availability, it’s also crucial for sales and support teams to understand the product thoroughly and communicate it effectively to customers. First and foremost, the product seller must understand which problems the product solves and how, which product features are important and why, and how the product differentiates itself from competitors to persuade potential customers to use it.
For these reasons, when preparing a GTM plan, the costs and returns of each channel should be calculated, and if possible, pilot tests should be conducted.
