Deirdre Breakenridge determines the marketing channels to involve and keep employee champions updated on your new product marketing activities and your launch.
- When you first started your go to market plan,…you began with developing goals and strategic objectives.…Another big part of your planning process…was to find the right Key Performance Indicators or KPIs…and metrics to further support…and benchmark your success post launch.…Although you set out to build the measurement model,…you have to be flexible…to understand that you're marketing in real time…which means you can change course…and tweak your programs to accommodate your customers.…
You may also be adjusting your measurement…based on shifting goals or team and channel performance.…Here are some questions you should ask your team…when assessing your measurement model.…Are your company's business objectives still the same?…Because organizations need to shift resources…and focus on different parts of the business,…this may affect your specific area…and the products you launch.…You always want to make sure that your measurement and metrics…are aligned to the overall company goals and strategies.…
How well did your metrics tell a story?…
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- Determine when it is necessary to build a go-to market plan.
- Define audience segmentation.
- Recall the purpose of a product vision.
- Recognize the benefits of a channel strategy.
- Explain how to use digital and social media to share your story and drive customers to engage with your launch promotions.
- Determine the KPI for four types of goals.
- Summarize the importance of flexibility when building a measurement model.