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so go to market is one of the terms that you hear all of the time in product management in marketing in sales what is go to market there are a lot of competing definitions so this one's sort of an average definition based on looking at a ton of different sources and obviously my experience as well so your go to market strategy is a plan that outlines how the business can introduce a new product service to its customers but the main objective is you need to achieve your sales targets that includes marketing that really it includes a lot of the business but what you're trying to do is bring the product to Market and meet some revenue and margin targets so here are the most common elements of a go to market strategy again you'll hear some debate on this so expect sometimes to hear oh that's not exactly well actually but just keep that in the back of your head these are the most common ones you need a definition of your target market and your buyers so buyer Persona is customer Journey that's something I'm going to cover in a different video value proposition why would a customer buy this what is it delivering to the customer and what are they paying for really that could be an outcome it could be an experience it could be something else so we need to define the value proposition and explain why this is different than other products and services assuming that you're going into a market where there is some competition or some substitute products we need a marketing plan what does that mean well it's not enough to Simply hang up a product and hope people show up we have to figure out how we're going to get people to see it and attract them to buy it so things like channels what is a marketing channel that could be any place that you serve ads or serve content so people can see and discover your product obviously tactics I mean what are you going to do tactically how are you going to execute and how much is this going to cost what does it cost to reach your target audience a number of different ways to do that it's fairly self-explanatory I might do a video on marketing strategy if you're interested but uh most of us understand product marketing pretty well what I'm going to be focusing on in this video is your sales strategy specifically how do you engineer a sales funnel so the sales strategy defines your pricing but really more than that it defines how you are going to get the product into people's hands how are they going to buy it what is the process what are the tools pricing strategy I cover in my data and AI product management class so I'm not going to cover it here and then finally one of the pieces that we are most deeply involved if you're a data professional is not only determining s sucess metrics but also tracking them and more times than not figuring out what's gone wrong when we don't meet those success metrics so this is something that we struggle with more than anything else if you're a technical individual contributor the thought of selling probably is at least not something that you are comfortable with and in some cases it may be something that you actively invoid so understanding how to develop sales funnels is a critical part of getting over a lot of the barriers that prevent you or people in our position number one from advancing within the business and becoming more of a part of delivering value but also starting our own businesses if you don't know how to sell it's very difficult to be a Founder because you will be involved in the sales process so a sales funnel is critical to play to some of the strengths of the product but also to help you understand how you're going to make money based on this thing that you've created so it's essential for any business that wants to launch a new product or a service because part of it is really identifying that market opportunity and understanding customer needs but it's also this construct of how do I communicate the product benefits how do I explain the features how do I optimize our sales and marketing efforts to achieve those goals to make it to our sales targets so if I were going to do a go to market for one of my products let's say it was one of my courses how would I do that talk about distribution right we need the access to distribution that's what marketing does is it gets the product in front of as many customers as possible what am I doing right now these videos are all about product management and if I wanted to take you down the sales funnel what am I doing right now I'm inserting myself into a conversation about product management in this case the conversation is teaching you about product management what do my courses do well they also teach you about product management but in a much more specific way talking about data and AI product management so you can see I am doing a little bit of marketing here I'm inserting myself into a conversation and raising awareness about number one that I have these classes but I'm also doing something interesting with this sales funnel I'm teaching you and if I get you accustomed to to learning from me it becomes more likely that you will buy one of my courses if you enjoy my teaching style what are you going to do next if you have a desire well you probably end up converting so you can see sales funnels have to have this component of Behavioral understanding if I wanted to move you down the sales funnel I could do something like um if you want the slides to this video subscribe to my newsletter and I will give you access am I about to spam you with marketing is that my marketing strategy no no so there's a bit of a bonus lesson that we're going to get into about my own sales funnel so 30% of subscribers to my newsletter convert and buy one of my courses it's a pretty good conversion rate why well if you learn from my articles same thing as these videos and one of my courses aligns with with your career path you'll convert that's what happens when your products align with customer needs and you understand how customers want the buying process to work in go to market you have to engineer this efficient sales funnel efficient sales funnels align with customer buying Journeys and I'll talk about that in another video but it doesn't align with how the business wants customers to buy and that's a critical component of sales funnel is there has to be an alignment and if we over optimize for the way that the business wants you to buy we do that at the expense of customers the more we align the sales funnel with the way customers want to buy the more likely it becomes the higher conversion rates end up going so you want me in these really sales pitches that I'm doing you want me to teach you instead of pitching you once you get learn used to learning from me that can be in videos or content through my substack newsletter you'll convert to taking a course so if my teaching style doesn't support your learning style well you won't convert why not well because you realize this is not going to be helpful to you and that's a good thing over the course of three years offering courses to the public I've only issued two refunds That's The Power of alignment if if you give your customers enough information to make good decisions well then the people who are aligned best with the way that your product deliverers value will convert and if you create that alignment you will never fail to deliver value that's why you know just me personally I don't send spam I I I think spam marketing is really it's the wrong way to go because there's no alignment at the end of all of these videos you get just a little bit of a sales pitch but you also get a warning I tell you that the sales pitch is coming because if you don't want to convert I don't want to take those extra 20 30 seconds of your life I want you to move on to the next video learn something achieve your objective but this also might be because this is the time that you convert this could be the moment where you decide it's time to take a class from me and if it is I need to make that as simple as possible I need to create an alignment between your intent to buy and my intent to sell so I need to make it easy for you to go and finish that sales process but if this isn't the point in the sales funnel where you decide to convert alignment means I don't want to waste your time with the pitch and so you can see how I built a multi-layer sales funnel where you have Discovery you get almost a free sample sort of like that Costco where you're walking around and you get free samples of food and if you like it it's a higher likelihood that you're you're going to go convert and buy that is a lot of what my substack newsletter does it's a lot of what my content on social media does and this video series very similar objective and so now you see that go to market for my products for my courses also includes understanding not only what value I can deliver to you but how you want to purchase that value go to market is the piece on the other side of the product many of the components that we build sales funnel included are parts of the product they part of my business's operating model but it also has to align with delivering value to you in the way that you need it to in almost an identical way to the product and how the product aligns with you that's a little bit about go to market from an engineering perspective engineering a sales funnel now of course the pitch at the very end if you're ready to learn data and AI product management from me or you want to bring me in to help your business with AI strategy AI product strategy monetizing these Technologies data science. Vin go there you can find everything you need to about my courses or connect with me and send me a message we can start the conversation alignment so critical and when you align properly selling is so much easier