Go-to-Market & Product Positioning
Company
Google Maps
Image credit
Upperquad, Mark Wickens
A successful Go-To-Market strategy requires alignment with measurable business goals, including prioritization, clarity about the target audience, key uses cases and rigorous cross-functional execution.
Challenge
Bring the magic of maps to enterprises and find the best segment and use cases to accelerate growth.
Initiative
By studying our early customers we were able to identify the most valuable use cases and the industries with the highest sales velocity.
We were then able to refine our product positioning and go-to-market strategy, aligning sales, marketing and partners in the process.
We created a memorable, multi-channel campaign: Maps Going Google.
Impact
Marketing developed a set of vertical and regional campaigns, flagship events, customer stories, and sales & partner enablement tools.
The campaign led to an increase of +49% of marketing sourced bookings and 2.7X partner sourced pipeline in the first year.