AMA: Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM, Martin Raygoza on Go-To-Market Strategy

There is no one-size-fits-all GTM strategy; it will vary significantly depending on the specific product, target audience, market conditions, and other factors unique to each business. However, there are some general considerations I can share to help you structure your strategy. Every strategy should have three main phases: Pre-launch, Launch, and Post-launch. Pre-Launch Phase: * External Analysis: Understand your market (target audience), competitors, industry, government policies (if applicable), threats, and opportunities. * Internal Analysis: The easiest way to ensure you don't miss any critical components of your internal analysis is to cover the five Ps of marketing: Product, Price, Promotion, Place, and People. Ensure you create your strategy with all these elements in mind. The Pre-Launch phase could take the longest, but it will also define 60% of your strategy's success, in my opinion. The other 30% is execution, and 10% is learning and improving. Launch Phase: * Define Clear Goals: This phase is all about execution. But before you can execute a plan, you must have clear objectives and KPIs to measure your success. * Activate Your Sales Channels: Understand how to get your product to the end customer. Map out the best channels to achieve this. Be aware that more channels are not necessarily better in this case. You may want to stick to one profitable channel, especially in the initial stages of your product. * Ensure They Know Who You Are and What You Offer: At the first stages, awareness must be your primary marketing goal. Whether you're introducing a new product or entering a fiercely competitive industry, if consumers don't know you exist or why you're a better option than everything else on the market, you'll struggle to get them interested in your product. Post-Launch Phase: * Feedback: Ensure you're getting as much feedback as possible from different perspectives: clients, consumers, and distributors. At this point, this feedback becomes your most valuable source of information. It's the actual feeling your product has in the real world, and you need to get the most honest feedback if you truly want to improve and grow.

The best way to ensure that you are successful in an interview is to demonstrate a clear structure of thought and understanding of the questions being asked. One effective method to achieve this is to outline the steps involved in your thought process. This approach shows your understanding of the task and showcases your ability to navigate it. Here is an example of step by step process when creating a GTM strategy you could use to answer the question: Answer: There is no one-size-fits-all GTM strategy; it will vary significantly depending on the specific product, target audience, market conditions, and other factors unique to each business. However, there are some general considerations I can share to help you structure your strategy. Every strategy should have three main phases: Pre-launch, Launch, and Post-launch. Pre-Launch Phase: * External Analysis: Understand your market (target audience), competitors, industry, government policies (if applicable), threats, and opportunities. * Internal Analysis: The easiest way to ensure you don't miss any critical components of your internal analysis is to cover the five Ps of marketing: Product, Price, Promotion, Place, and People. Ensure you create your strategy with all these elements in mind. The Pre-Launch phase could take the longest, but it will also define 60% of your strategy's success, in my opinion. The other 30% is execution, and 10% is learning and improving. Launch Phase: * Define Clear Goals: This phase is all about execution. But before you can execute a plan, you must have clear objectives and KPIs to measure your success. * Activate Your Sales Channels: Understand how to get your product to the end customer. Map out the best channels to achieve this. Be aware that more channels are not necessarily better in this case. You may want to stick to one profitable channel, especially in the initial stages of your product. * Know Who You Are and What You Offer: At the first stages, awareness must be your primary marketing goal. Whether you're introducing a new product or entering a fiercely competitive industry, if consumers don't know you exist or why you're a better option than everything else on the market, you'll struggle to get them interested in your product. Post-Launch Phase: * Feedback: Ensure you're getting as much feedback as possible from different perspectives: clients, consumers, and distributors. At this point, this feedback becomes your most valuable source of information. It's the actual feeling your product has in the real world, and you need to get the most honest feedback if you truly want to improve and grow.

Keep in mind the specific KPIs will be dependent on your business and product, however, there are a few that I would consider fundamental for any GTM strategy especially when launching a new product: Customer Acquisition Cost: The cost associated with acquiring a new customer, including marketing and sales expenses. Customer Lifetime Value: The total revenue that you anticipate earning from a customer throughout the entire relationship. Market Share: The percentage of the overall market that your product or service possesses. Product Adoption Rate: The rate at which customers adopt and begin utilizing your product or service. Customer Satisfaction: Measures the satisfaction of customers with your product or service. Return on Investment (ROI): The ratio of the net profit generated by your GTM strategy to the total costs invested. These are some of the most important business KPIs but keep in mind that they might differ depending on your timeline, resources, focus, and overall strategy.

There is no one-size-fits-all GTM strategy; it will vary significantly depending on the specific product, target audience, market conditions, and other factors unique to each business. However, there are some general considerations I can share to help you structure your strategy. Every strategy should have three main phases: Pre-launch, Launch, and Post-launch. Pre-Launch Phase: * External Analysis: Understand your market (target audience), competitors, industry, government policies (if applicable), threats, and opportunities. * Internal Analysis: The easiest way to ensure you don't miss any critical components of your internal analysis is to cover the five Ps of marketing: Product, Price, Promotion, Place, and People. Ensure you create your strategy with all these elements in mind. The Pre-Launch phase could take the longest, but it will also define 60% of your strategy's success, in my opinion. The other 30% is execution, and 10% is learning and improving. Launch Phase: * Define Clear Goals: This phase is all about execution. But before you can execute a plan, you must have clear objectives and KPIs to measure your success. * Activate Your Sales Channels: Understand how to get your product to the end customer. Map out the best channels to achieve this. Be aware that more channels are not necessarily better in this case. You may want to stick to one profitable channel, especially in the initial stages of your product. * Ensure They Know Who You Are and What You Offer: At the first stages, awareness must be your primary marketing goal. Whether you're introducing a new product or entering a fiercely competitive industry, if consumers don't know you exist or why you're a better option than everything else on the market, you'll struggle to get them interested in your product. Post-Launch Phase: * Feedback: Ensure you're getting as much feedback as possible from different perspectives: clients, consumers, and distributors. At this point, this feedback becomes your most valuable source of information. It's the actual feeling your product has in the real world, and you need to get the most honest feedback if you truly want to improve and grow.

Creating a new category presents unique challenges and is not an easy task, especially since you likely won't have any benchmarks to compare or learn from. In addition to the typical GTM strategy components, I believe there are three main areas that deserve special attention: Category Education: Educate potential customers and the broader market about the problem your category solves and the benefits it offers. Highlight the pain points your category addresses and why existing solutions are inadequate or insufficient. Collaboration & Partnership: Even if you're creating an entirely new category, there may be companies and industries that serve similar roles in the market. Learn from them and, if it aligns with your business goals, consider forming partnerships. This can help you focus on the new category rather than problems that have already been solved. Another way to look at it is to seek partnerships that complement your category, allowing you to create an ecosystem around it. Marathon, Not a Sprint: Creating a new category requires a long-term commitment, sustained effort, and a willingness to adapt and learn along the way. Focus on education and community building. Community building will help you gain your first "sponsors," who will be essential loyal customers when you consider expanding the category.

There is no one-size-fits-all GTM strategy; it will vary significantly depending on the specific product, target audience, market conditions, and other factors unique to each business. However, there are some general considerations I can share to help you structure your strategy. Every strategy should have three main phases: Pre-launch, Launch, and Post-launch. Pre-Launch Phase: * External Analysis: Understand your market (target audience), competitors, industry, government policies (if applicable), threats, and opportunities. * Internal Analysis: The easiest way to ensure you don't miss any critical components of your internal analysis is to cover the five Ps of marketing: Product, Price, Promotion, Place, and People. Ensure you create your strategy with all these elements in mind. The Pre-Launch phase could take the longest, but it will also define 60% of your strategy's success, in my opinion. The other 30% is execution, and 10% is learning and improving. Launch Phase: * Define Clear Goals: This phase is all about execution. But before you can execute a plan, you must have clear objectives and KPIs to measure your success. * Activate Your Sales Channels: Understand how to get your product to the end customer. Map out the best channels to achieve this. Be aware that more channels are not necessarily better in this case. You may want to stick to one profitable channel, especially in the initial stages of your product. * Ensure They Know Who You Are and What You Offer: At the first stages, awareness must be your primary marketing goal. Whether you're introducing a new product or entering a fiercely competitive industry, if consumers don't know you exist or why you're a better option than everything else on the market, you'll struggle to get them interested in your product. Post-Launch Phase: * Feedback: Ensure you're getting as much feedback as possible from different perspectives: clients, consumers, and distributors. At this point, this feedback becomes your most valuable source of information. It's the actual feeling your product has in the real world, and you need to get the most honest feedback if you truly want to improve and grow.

There are several risks you may encounter while creating your GTM strategy. Here are the three most common ones in my opinion: Incorrect Target Audience * Impact: Targeting an incorrect audience can result in wasted marketing efforts and ineffective sales strategies. Essentially, you could have an excellent product for the wrong people. * Mitigation: Ensure you invest sufficient time and resources in the pre-launch stage to conduct thorough market research. This will help you understand your ideal customer profile, including demographics, needs, wants, and pain points. Use customer personas to guide your targeting efforts. Ineffective Pricing Strategy * Impact: Pricing can define the future of your business, especially if you are a one-product company. Pricing too high can alienate customers, while pricing too low can damage your brand perception and profitability. * Mitigation: Conduct competitor analysis and market research to determine an optimal pricing strategy. Consider offering different pricing tiers to cater to different customer segments. Inefficient Distribution Channels * Impact: Knowing your target audience is as important as understanding how to reach them. Get this wrong, and you could limit product accessibility and affect sales. * Mitigation: Choose distribution channels that align with your target audience's buying habits and preferences. In the initial stages, I would advise to stick to a single channel, first learn and improve and then scale.