This article is taken from a presentation given at the Future of SaaS Festival 2022 when Jeffrey Vocell was Director of Marketing at Iterable. Listen to the full, unedited talk OnDemand right here.
I'm Jeffrey Vocell, Director of Product Marketing at Iterable. Prior to this, I led and grew the product marketing team for six years at HubSpot, as the company went from pre-IPO to where it is today.
I’ve been in Product Marketing overall for a little over 10 years now, so I've seen a lot of different go-to-market plans succeed and some, frankly, go not so well. I’m excited to talk through how you can build your go-to-market process in a smaller company and have it evolve with you as your company starts to scale.
Let’s take a look at our agenda. First, I’ll go through the foundations of your go-to-market (GTM) strategy. Then, I'll go through the four initial steps for your first GTM strategy.
Next, I'll go through some foundational GTM plans for companies at around $20 million in annual recurring revenue (ARR). Finally, we’ll wrap up with the go-to-market processes that you need as you scale to $250 million in ARR and beyond.
Let’s break it down here:
- Defining GTM
- Foundations of your GTM strategy
- Four steps for your first GTM strategy
- GTM plans at $20m ARR
- Your GTM process as you scale to $250m and beyond