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Product-Channel Match: Discovering the Proper Development Technique for Your Product

Good day and welcome to The GTM E-newsletter by GTMnow – learn by 50,000+ income professionals weekly to remain up-to-date and scale their corporations and careers. GTMnow is the media model of GTMfund – sharing go-to-market recommendation from the highest 1% of income operators together with the 350 executives behind the fund, information, and our viewpoints from working with a whole lot of portfolio corporations.

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Product-Channel Match: Discovering the Proper Development Technique for Your Product

We regularly hear product-market match, however not usually sufficient is the significance of product-channel match emphasised. We teamed up with Chang Chen to interrupt it down – let’s get into it.

Product-channel match defined

Product-Channel Match measures how effectively a product aligns with its distribution channels to successfully attain its goal market. The aim is to not check each attainable channel however to concentrate on the one or two that maximize your sources and scale your product for hypergrowth.

For instance, an AI-powered video creation instrument designed for viral social media content material thrives by means of influencer and natural campaigns. In the meantime, a collaboration instrument with a excessive NPS can scale quickly by means of Product-Led Development (PLG) and word-of-mouth. Alternatively, an AI customer support platform concentrating on enterprise purchasers performs greatest in offline occasions or VIP dinners the place relationships drive belief.

By narrowing your focus, you possibly can focus sources the place they matter most, making it simpler to realize sustained development.

Three Approaches to Discovering Product-Channel Match

There are three main methods to establish product-channel match:

1. Determine Channels That Swimsuit Your Product

Deal with what makes your product distinctive.

  • Does it observe a PLG or Gross sales-Led Development (SLG) mannequin?

  • Does it assist single or multi-user collaboration?

  • Are you concentrating on shoppers or decision-makers?

Every issue influences which channels will ship probably the most development.

Differentiate between keyword-based channels that concentrate on energetic searchers and interest-based channels that interact customers passively. Prioritize channels that align along with your product’s strengths and have the very best potential for fulfillment – that is key to avoiding wasted effort and time on channels that gained’t work in your providing.

2. Adapt Your Product to Match Main Channels

Some corporations can adapt their product to make higher use of high-potential channels. For example, a video modifying platform may launch a collection of free, light-weight instruments that scale search engine optimisation visitors, or an SLG firm might create a self-serve choice to generate leads extra effectively.

While you adapt your product to suit key channels, you not solely make it simpler to achieve your viewers but additionally improve the probability of channel success.

3. Create Your Personal Channels

In some circumstances, corporations can leverage their product’s distinctive strengths to create new channels or use current channels in revolutionary methods. This may embody integrating your product extra tightly with different platforms, utilizing your knowledge to create useful lead magnets, or discovering artistic distribution strategies that transcend conventional advertising.

Channels may be benchmarked by ARR stage:

The Advantages of Product-Channel Match

Discovering product-channel match means that you can transfer quicker and keep away from losing advertising budgets on channels that aren’t suited in your product. By bringing focus to your staff, you improve operational effectivity and set the inspiration for long-term development.

This strategy isn’t about following a prescribed playbook – it’s about figuring out the channels that work greatest in your particular product and market, then doubling down on them to realize scale.

You too can learn this right here on the GTMnow web site.

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GTM 119: Design Merchandise Backwards From GTM: Classes from Scaling to $1B+ with David Knight

David Knight is the Co-founder and CEO of Avarra, an AI-powered platform that simulates human-to-human interactions to speed up gross sales onboarding and coaching. With over 30 years of expertise scaling corporations from tens of thousands and thousands to billions in income, together with WebEx and Proofpoint, David brings a singular perspective on the intertwined nature of product and go-to-market.

👀 Extra in your eyeballs

Scaling SaaS from $1 to $20M: Constructing robust foundations within the early-stages. This report particulars the important thing questions, metrics, and tendencies that matter for early-stage SaaS corporations.

Founder-led buyer success, together with classes for founders. This can be a piece written by John Gleeson, beginning again from when he was main buyer success at Motive. It outlines insights from a first-hand story, actionable classes for founders, and highlights how founder-led buyer success isn’t only a step towards product-market match – it’s a technique for lasting development.

🚀 Startups to observe 

Marqii – introduced an extra $10 million in funding, bringing the full raised to $20M. The brand new funding will speed up product improvement for the hospitality business, with continued improvements in evaluation administration and digital visitor experiences.

🔥 Hottest GTM jobs of the week

  1. Enterprise Operations & Technique Analyst, GTM at Proprietor (Distant – US or Canada)

  2. Gross sales Growth Chief at Author (Hybrid – NYC)

  3. Enterprise Account Govt at Doc Crunch (Distant)

  4. Buyer Success Director (IC) at OfferFit (Distant – NA)

  5. VP, Content material at Author (US)

See extra high GTM jobs on the GTMfund Job Board.

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This text was fully written and edited by Sophie Buonassisi and Scott Barker (not AI!).
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