Introducing The Fluvio GTM Assessment
Helping Product Marketing Leaders Evaluate, Qualify, and Accelerate The Product Marketing Function
WRITTEN BY TOM CRIST, PRINCIPAL CONSULTANT AT FLUVIO
THE BIGGEST CHALLENGE FACING PMM LEADERSHIP
At Fluvio, we work every day with innovative marketing and product leaders seeking to drive business results and shared success by justifying more time, money, and talent to invest in their product marketing function. But, for many, adding leverage to what’s frequently the most expensive per-headcount function on the Marketing team can be a tall order to sell internally.
PMM is a discipline often tied to generic growth goals, difficult-to-attribute changes in sales metrics, or launch-centric KPIs. Demonstrating the importance of how and where to continue to invest in product marketing can feel like an uphill battle.
One of the most frequent early topics of discussion with the Fluvio team goes beyond just recognizing the need for increased momentum in their PMM teams. Rather, leaders are seeking to evaluate knowing exactly where to start and how to sell that prioritized need to the rest of the organization.
UNDERSTANDING THE FULL LANDSCAPE OF PMM RESPONSIBILITIES
As expert product marketing consultants with a wealth of functional, cross-industry experience, our team has witnessed firsthand the impact that focusing on the greatest areas of need and business impact can transform the performance and perception of a PMM team.
PMMs will frequently state that “product marketing differs so much from organization to organization” or that “our team just hasn’t had time to explore more areas of PMM.” And they’re not wrong, especially in the technology sector. Over the last two decades product marketing has undergone an immense amount of change, complicated by differing focus areas, ranging from full-stack PMM roles to teams fully specialized in areas such as sales enablement, customer marketing, and competitive intelligence.
Last year, Fluvio helped bring clarity to the discussion when we unveiled our GTM Model, a comprehensive view of the effective, repeatable go-to-market process that any company can and should adopt. We frequently utilize this model with our clients when discussing and evaluating where their teams can and should spend more time developing competencies, which helps structure how PMMs deliver more value back to their business.
Conversations spark and new opportunities arise by simply walking through the GTM Model, covering the inbound, outbound, and always-on GTM activities practiced by leading product marketing teams. However, summarizing these findings for other teams can be difficult, CFOs and CEOs aren’t likely up for a deep discussion on the subject. So, what does PMM leadership need to build a compelling case?
JUSTIFYING INVESTMENT STARTS WITH QUALIFYING NEEDS
When considering what’s needed to support discussions with other leaders and PMM team members themselves, ask yourself the following questions to start solidifying your focus areas:
Which areas of the GTM Model does your team not address today?
Do you have an objective and comprehensive view of your team's strengths and weaknesses in each area of the GTM Model?
Can you confidently stack rank the areas to accelerate, considering both your team’s needs and overall business priorities/goals/OKRs?
Do you have benchmarks to help you demonstrate post-investment progress?
Are existing processes and bureaucracy hindering your ability to achieve the above items quickly?
Granted, these are not light questions. As trusted consultants, our team has decades of experience working with PMM leaders to generate compelling answers and actionable plans.
In our consulting engagements, we’re working with leaders and teams to advise and prioritize where and how to accelerate PMM – and get strategic and execution work over the line, too. With this in mind, we challenged ourselves: how can we make these insights and starting points more widely available?
INTRODUCING, THE FLUVIO GTM ASSESSEMENT
While there’s no substitute for our embedded PMM consulting engagement, we set out to help more leaders leverage our collective expertise with an unprecedented approach to measuring product marketing maturity.
We are thrilled to introduce the Fluvio GTM Assessment – an advanced service that harnesses our consultants’ experience to unlock transformative insights across your product marketing function and give you a solid starting point to gauge the current state of your team, paired with analysis from a Fluvio consultant.
This comprehensive, survey-based assessment allows you to evaluate the current state of your product marketing function, pinpoint strategic investment areas, and establish benchmarks for success…all of which are perfect for team planning and internal selling.
The GTM Assessment consists of:
Access to our proprietary GTM Assessment (20-30 minutes to complete)
A customized evaluation of the data provided, performed by Fluvio
Within a week of form submission, a comprehensive PDF report-out with unique recommendations and actionable insights to take back to your leadership and PMM team