Listen now on Apple, Spotify, and YouTube.
Brought to you by:
Your Go-to-Market strategy is not just a one-time product launch event. It’s ‘always on’.
In this episode, Maja and I discuss everything you need to know about Go-to-Market, including how to choose and execute the right GTM Motions and how GTM strategies differ for AI products.
Maja is a Go-to-Market expert. She is the best-selling author of the GTM strategist book and newsletter, as well as an advisor to companies on GTM. She has spent 11 years working in growth and marketing across high-profile unicorns and enterprises such as Google, Rocket Internet, Bayer, and Heineken, as well as over 350 startups.
We also co-wrote one of the most popular posts on the newsletter on GTM tactics a few months back.
In our conversation, we cover:
What are GTM Motions and How to Select the Right Motions | 03:11
Ideal Customer Profile and Impact of Early Adopters | 18:53
Market Segmentation & Growth Models | 27:30
Go-to-Market System and Execution | 38:39
Go-to-Market Strategy for AI Products | 01:04:46
Future of Go-to-Market Strategy | 01:11:58
Here are the Key Takeaways
Some of the key lessons from our conversation:
1. Types of GTM Motions And Which One Should You Use?
There are 7 GTM Motions. You should start off with those motions that naturally align with your business.
Remember, when starting your journey, using only 2 or 3 motions are realistic.
If you try to use all 7, you will end up in a mess and won’t be able to focus on achieving a critical mass for your product.
2. Go-to-Market Strategy is Not a One Time Process
Startups need to continuously refine their GTM approach based on customer feedback, product-market fit, and competitive pressures.
Maja describes this process through her Double Loop Experimentation - which involves:
Testing hypotheses
Gathering feedback
Improving both messaging and product based on real feedback.
Companies should focus on finding a repeatable, scalable GTM motion that works, rather than trying to execute multiple motions at once.
3. GTM Strategy: AI Products vs Regular Products
Maja focuses on 4 major aspects defining the GTM strategy for AI products:
Acquisition will be easier as the momentum in the AI space will help you acquire your first 100 customers faster than any other space.
Positioning just based on AI won’t work. Rather, you need to position your product towards the value it brings to your customers. AI is the underlying technology, not the end value delivered to the customer.
Retention ambiguity: While acquisition is easier, retention will be harder. If you want your business to flourish then ensure to hook your users quickly!
Monetization and Costs: You need to consider pricing & packaging right from the start. Make sure to account for the real costs. For example: Free users can cost up to 20 cents per query on the latest OpenAI models.
Pro tip: Test whether people will buy your product without mentioning AI.
Check out the full episode for more details!
Referenced
Maja’s Book
Maja’s Newsletter
Newsletter piece authored by Aakash and Maja: Tactical Go-to-Market 101: How to Go From 0 to 1
Maja’s favorite GTM book: The Go-to-Market Handbook for B2B SaaS Leaders
Maja’s favorite newsletters:
Where to find Maja
If you prefer to only get newsletter emails, unsubscribe from podcast emails here.
Up Next
We have some great podcasts coming from
, JJ Ramirez, and Pawel Huryn. I’m so excited to share them with all of you.In the newsletter, check out the latest week’s piece if you haven’t yet: How to Improve Retention: The Ultimate Guide for Product Managers and Leaders.
Look out for these pieces up next:
Definitive Guide to Indian Market
How to Answer 'Why This Company'
How Lempire Grows
I think you’re going to love them,
Aakash
