This article discusses the operation of Huawei's flagship GTM (Go To Market) product, focusing on the process and characteristics of Huawei's IPMS integrated combat system, and ensures that the product is not only successful in technology but also in the market through all-dimensional market planning and collaborative operations, and achieves sustainable commercial success.
It is the dream of every product person to create a popular model!
There are two meanings to create popular products:
1) How to achieve a good start, and the product will be on the market;
2) How to continue to sell out and make a steady stream of profits.
GTM trading, Go to Market, is to formulate a new product launch strategy through market analysis and competitive analysis, to ensure that the product on the first day of listing, to achieve market success and achieve a good start!
1 GTM, what is it
GTM, short for Go To Market, means that after the product is developed, through reasonable positioning, pricing and marketing strategies, the product appears in the right place, reaches the target group, and facilitates the final transaction, so as to achieve the commercial success of the product.
GMT, to put it simply, is to put a product on the market.
GTM, compared with traditional product launches, has three distinctive features:
- The essence of GTM is the pursuit of commercial success;
- From the perspective of time, GTM covers the whole life cycle from product planning to product delisting;
- From the perspective of space, GTM is not a single-department behavior, but requires cross-departmental coordination and all-domain management. Departments that work together include: product department, R&D department, marketing department, sales department, customer service department, etc.
2 GTM trading, from product success to market success
Product managers need to plan products based on market demand and user pain points, ensure competitive advantage, and be responsible for product success.
However, the success of the product only means that the product has strong product strength, not the success of the market.
Market success is the result of the joint action of various forces such as product power, marketing power, brand power, channel power, and window of opportunity.
GTM manager, from the perspective of the market, integrates the resources and strength of various departments of the company, conducts overall operation on the product launch, and achieves the market success of the product through reasonable product portfolio and GTM strategy.
In order to make the leap from product success to market success, a GTM strategy must consider the following factors:
- Who: Sell to whom?
- Why: Why do customers want to buy? What problems and pain points do they solve?
- How: How does the product solve a customer's problem?
- What: What are the unique selling points?
- Where: How do you reach it?
3 IPMS, what is it
IPMS, short for Integrated Product Marketing and Sales, is an integrated product marketing and sales process derived from IPD, and is an integrated combat system that supports Huawei's GTM operation.
IPMS, developed based on Huawei's IPD integration concept, is deeply interlocked with IPD, realizing two-way empowerment and two-wheel drive between the product and the market, so that the product can match the market.
IPMS, by integrating and coordinating the resources and forces of various departments of the company, enables enterprises to respond quickly according to market demand and improve market competitiveness.
Huawei's IPMS process has the following features:
- IPMS is a derivative process of IPD. Therefore, it is closely related to IPD, and it is an IPD process from the perspective of a salesperson;
- IPMS is a set of processes tailored for consumer products for the 2C field. The design stage of IPMS will be divided according to listing, climbing, stable sales, and delisting, so as to achieve full-field management;
- From a practical perspective, IPMS has experienced a full life cycle from planning to product delisting, which is a full life cycle and end-to-end process like IPD.
- It is based on the commercial success of the product as an evaluation criterion.
4 IPMS integrated trading, from accidental success to continuous success
Traditional product listing and marketing have the following dilemmas:
- The external environment deteriorates, the team works harder, but the results are worse;
- The sales of single products are not enough, and a large number of products are made up, but profits continue to decline;
- The listing is always not enough to sell, and it is constantly forced to produce, but it is delisted with a bunch of inventory.
The root cause of the above marketing dilemma lies in:
- There is no unified operational goal;
- Team Brownian Sports, each department fights its own battle;
- Lack of GTM process and mechanism, lack of process management.
IPMS integrated trading can solve the above marketing problems from the root cause and achieve from accidental product success to continuous product success.
The product listing is carried out in an orderly manner, quickly responds to market demand, and controls the pace of listing;
Systematic trading capabilities continue to improve, break down departmental barriers, optimize resource allocation and trading processes, create standard actions and tool templates, improve efficiency, and highlight key points;
From product success to market success, there are organizational guarantees and process guarantees.
This article is written by Everyone is a Product Manager Author [Product Life], WeChat public account: [Product Life], original / authorized Published in Everyone is a product manager, without permission, it is forbidden to reprint.
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