GTM Marketing
Get Your Product Launch Right From the Start
You face unique development and commercialization challenges as a medtech innovator. Iterating along the way in your go-to-market campaign is not a luxury you can afford, and achieving the right trajectory from the start is vital. That’s why we approach our process as a proven discipline that starts early, thinks long term and builds lock-step alignment on communications to drive adoption.
Launching is For More Than New Products
The GTM process is almost always seen as an introduction. That’s understandable, but the reality is there are several types of initiatives where that process makes sense. We’ve broken them into three categories: Introducing, Relaunching and Expanding.
Obvious and critical, introducing important new products, services and businesses demands the discipline of a go-to-market campaign. Less obvious, but no less important — programs for internal or external stakeholders that fortify your brand position, or build reputation and corporate culture, such as health equity initiatives.
When market conditions shift, adoption stalls or when you face new competitive realities, your usual go-to tactics may not be enough to achieve your goals. When you need to realign, reinvigorate and reset with decisive results, there is sound business reason to do a relaunch.
If you are entering new territory of any kind, a GTM launch can be your best approach. Perhaps your technology has gained approval for a new indication. You may be selling to a new audience, or going through a new channel, or expanding geographically — say, from OUS to US. And certainly a merger or acquisition is a launchable engagement.
6 Components For GTM Success
The GTM launching process at Introworks is designed to align your stakeholders around a strategy, narrative and communications that accelerate your speed to revenue. The steps in the process can vary according to your needs. But we believe every successful GTM initiative has six essential components:
Cross functional launch team
With members that make key decisions and serve as evangelists for the GTM campaign within the company.
Defined Point B
Align on where you are now (Point A), where you want to be (Point B), and when you want to get there.
Disciplined, gated process
This process should be separate from, but dovetail with, your NPD process
Early start
Building alignment early will help prevent, or allow time to correct, early missteps.
Customer insight
Integrate customer insights into everything from business strategies to creative concepts and messaging.
Internal launch
It’s vital to launch the GTM campaign interally first, giving your teams the chance to understand and champion the new initiative before it hits the market.
Why GTM With Introworks
Introworks is a B2B marketing agency with a 30+ year track record of successful GTM marketing and relaunching products in medtech and other industries. We are known for our ability to build alignment around stories that win, simplifying complex concepts, and bringing strategies to life with exceptional creative. Our GTM process has helped more than 500 products exceed expectations in the marketplace.
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