Randi Lee

GTM strategy, for me, comes back to the audience, the value offered and the outcomes you seek. I like to start with the end, regardless of whether it's a feature or a new product and map back to the customer need being solved. That informs your messaging, positioning and strategy. For example, if upsell is your goal, you might want to create anticipation with a wait list and email nuture for existing customers who are your target. 

We have used usertesting.com and Survey Monkey panels. Usertesting is better for qualitative insights and SM is better for quantitative and quick results. It's impt to be aware of panel quality and to use the feedback accordingly. For example, you might want to validate what you hear from a panel by using multiple sources. PMs have been involved in development of questionnaires, we make it easy for them to see results and they use the results to inform roadmap priorities. 

Make key stakeholders part of the process before you launch studies, and afterwards, leverage internal communications channels and technology to bring the voice of the customer and your learnings alive for all teams. * Get input on the interview guides/surveys and hypotheses you are testing * Share quotes, graphs and charts * Celebrate positive feedback * Create video compellations with tools like Descript * Summarize key learnings * Hold an "open house" for all interested to hear the learnings Research is an opportunity to help people feel more connected to the work and the impact they're making in the lives of their customers and prospects. Let the work shine.

Overcommunicate, overcommunicate, overcommunicate! We share messaging across multiple channels internally and often to remind people where to find the latest messaging. Most importantly, we use every opportunity we can to collect feedback so we can iterate and improve the messaging over time. Distribution channels include: * Slack channels * Confluence Wikis * Microsite (we even have T-shirts and Zoom backgrounds to remind people of the location) * Regular stakeholder meetings