Go-To-Market (GTM) Plan for Agile Product Development

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Definition: A go-to-market plan is a concentrated and choreographed effort that defines how a product will reach its customers and achieve a competitive advantage. GTM helps answer the following questions:

1. How do you work together with different teams from such as marketing, business development, and operations?

2. How will you position your product in the market?

3. How will you reach your customers?

4. How do you measure overall customer experience?

5. How do you capture metrics to assess the performance of your product tied to key business outcomes?

6. How do you deploy a simple and effective customer support model?

Facilitate to Develop a GTM with SMEs:

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1. Write all the activities you can think of on post-its
2. Group them by type / category of activity
3. Put the post-its on the wall, the more important once closer to the trunk
4. Find categories and create smaller branches to visualize connections
5. Participants present and discuss the outcome

Common GTM Plan Components

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1. Roll-out plan: Defines the sequence of events or steps that must be carried out to deliver changes to the customer. For example, the deployment plan in place
2. Communication plan: Internal stakeholders are engaged and informed throughout the process and outline the plan for customer outreach and marketing. For example, customer marketing plan
3. Feedback and metrics: Define and measure success while continuously improving based on customer feedback. For example, the customer feedback collection mechanism
4. Support model: Measure product performance and provide customers with a channel to raise issues and/or provide feedback. For example, customer support in place to support new feature launch and adoption