GTM Leadership for a New Market Category
Domain Experience for Business Intelligence, Applied Economics, SaaS, Investor Positioning, and Seed-Stage Launch
At PivotXY, an AI-powered business intelligence startup, I crafted an end-to-end go-to-market playbook and detailed marketing and sales plan from scratch. From pricing strategies and unique positioning to cross-channel ABM campaigns, I’m driving growth that converts.
Focusing on segmented ABM email campaigns, our target companies, and the personas in the buyer’s center who work there, we are focusing on building beta customers for our partner program. Working alongside product and sales teams, I aligned our strategy with KPIs, managed and built creative assets, and built a scalable foundation for PivotXY to thrive in an emergent competitive landscape.
Enjoy some samples of my work.
GTM Strategy from Scratch
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GTM Strategy from Scratch •
Brand and Product Messaging and Positioning
Starting with the essentials of go-to-market strategy, I developed a comprehensive foundation for PivotXY’s market approach, beginning with a deep dive into our target audience. Through SWOT analysis, customer empathy maps, and buyer decision journeys (BDJs), I identified investor and commercial personas' unique needs. This groundwork led to the creation of precise messaging frameworks, channel strategies, and customer-centric positioning that resonated with early adopters, ensuring a robust launch and sustainable growth trajectory.
Visual Identity and Branding
Informed by marketing positioning, product messaging, and target audience, I worked with internal stakeholders and external marketing agencies to overhaul and standardize PivotXY’s look and feel.
We crafted scalable visual materials that elevated PivotXY’s brand across channels and within the product. My role ensured that every marketing and investor-facing asset aligned with our strategic GTM objectives and company audience. This collaborative approach resulted in a unified, market-ready presence that included a landing page, a broader website design plan, social graphics, and more.
Full-Throttle Launch Plan
I led cross-functional collaboration to align our GTM strategy with investor expectations and key performance indicators. Working closely with internal leadership, we bridged market, product, and persona insights with marketing and sales tactics. I assigned investments to crucial channels and initiatives to maximize the impact of each initiative to gain early traction.
Soft Launch for Early Market Data
I crafted funnels with an eye on the buyer journey, enhancing engagement and seamlessly guiding prospects through each conversion and qualification stage. To gather early product-marketing fit data, we launched a product-driven ABM outreach campaign offering freemium access to the product and converting prospects to beta or partner program customers. Additionally, my team architected automated campaigns to deliver inbound leads a customized Competitive Benchmarking Report from PivotXY based on their target company, followed by BDR-led nurture campaigns.
We are leveraging this conversion and engagement data to understand how users interact with our product, thereby informing marketing positioning and pricing strategy optimizations.
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