In this presentation, Vaibhav Katkade, Senior PM at Cisco gives an overview of Product Management responsibilities in driving Go-to-Market and the simple strategies you can use to build an effective GTM plan. Vaibhav concludes with how to measure success and scale.

1. www.productschool.com
How to Build a Go To Market Strategy
for B2B by Cisco Senior PM

2. FREE INVITE
Join 25,000+ Product Managers on

3. COURSES
Product Management
Learn the skills you need to land a product manager job

4. COURSES
Coding for Managers
Build a website and gain the technical knowledge to lead software engineers

5. COURSES
Data Analytics for Managers
Learn the skills to understand web analytics, SQL and machine learning concepts

6. COURSES
Digital Marketing for Managers
Learn how to acquire more users and convert them into clients

7. COURSES
Blockchain for Managers
Learn how to trade cryptocurrencies and build products using the blockchain

8. Vaibhav Katkade
TONIGHT’S SPEAKER

9. Product Managers guide to building a
Go-to-Market Strategy
Vaibhav Katkade
Product Management, Cisco
@VaibhavKatkade

10. Product FCS
Go-To-Market

12. Accelerate
Adoption
Maximize
Value Capture
Capture
Adjacencies
GTM
Typical objectives of GTM initiatives

13. Product - Market
Fit
● Market Assessment
● Value Proposition
● Product Readiness
● Positioning & Messaging
● Value Chain & Pricing
● Offers & Incentives
Channel
● Proof-of-Value
● Adoption & Customer Success
● Metrics
Execution
The GTM Cycle

14. Market Assessment &
Value Propositions
Product
Readiness
Early
Adopter
Feedback
Analyst Reports
Interviews / Surveys
● Target Customers
● Stakeholders
● Subject Matter Experts
Conjoint & Cohort Analysis
Product - Market Fit

15. Channel
Your Product End customerChannels
Direct
Sales
Partners -
Technology
Partners -
Services
Distribution Retail eCommerce

16. Product
Value
Proposition
Journey Map the Channel
Product
Positioning
Technical
Resources
Quoting &
Fulfillment
Deployment
& Services
Monetization
Think “Product → Market → Channel” Fit!
Strategy

17. Channel Offers and Incentives
Offers Incentives
➔ Bundles
➔ Discounts / Promotions
➔ Rebates & Credits
➔ Exclusive arrangements
◆ Product/Services seeding
◆ Training
➔ Sales Compensation
◆ Quota Planning
◆ Accelerators
◆ Spiffs
➔ Partners
◆ MBOs

18. Channel Offers and Incentives
KEY QUESTIONS TO ASK?
Sensitivity
Will Offers and Incentives drive incremental demand?
Profitability
Is the incremental demand large enough to drive incremental profitability?

19. Sample Break Even Calculations
Original GTM With Offers & Incentives
End Customer
Price
Cost of
Goods/
Cost of
Revenue
Contribution
Margin
Contribution Margin = $100
New End
Customer Price
Cost of
Goods/
Cost of
Revenue
New
Contribution
Margin
Discount
Channel
Incentive
New Contribution Margin = $50
Break Even Rate =
Contribution Margin
New Contribution Margin
X Original # Units

20. Execution - Few Tips on Pre-Sales Enablement
➔ Messaging - Product Value Prop
◆ Keep it Stupid Simple
◆ Use Persona based Storytelling, Analogies, Events & Examples
● Frame from audience reference point
◆ SCIPAB Framework
(Situation → Complication → Implication → Position → Action → Benefits)
➔ Technical Resources
◆ Is it pre-sales or post-sales?
◆ Pre-sales: Solution Briefs / Demos / Sandboxes / Trials / Case Studies /
ROI Calculators / Industry & Analyst Reports

21. Sales & Partners
Finance &
Operations
Product Marketing &
Technical Marketing
Engineering
Customer Success
& Services
Execution - It takes a village!

22. Execution - Key Metrics
New Leads
Qualified
Pipeline
Volume
Bookings
● Direct
● Influence
Existing
Customers
Estimated
Lifetime Value
Cost
= ROI
Absolute
Relative
● Y/Y or Q/Q Growth or Ramp (# Customers / Bookings)
● Utilization / Engagement
● Avg Deal Size
● Cross-Sell & Upsell
● Competitive Wins & Case Studies

23. 1. Obtain stakeholder buy-in early on
2. Plan ahead with the end in mind
3. Messaging - KISS
4. Know the channel - value chain & incentives
5. Validate & Refine Product-Market-Channel fit early on
Secrets of success

24. Thank You!

25. CREDITS
Special thanks to all the people who made and
released these awesome resources for free:
╺ Presentation template by SlidesCarnival
╺ Photographs by Unsplash
25

26. www.productschool.com
Part-time Product Management, Coding, Data, Digital
Marketing and Blockchain courses in San Francisco, Silicon
Valley, New York, Santa Monica, Los Angeles, Austin, Boston,
Boulder, Chicago, Denver, Orange County, Seattle, Bellevue,
Toronto, London and Online