Go To Market Planning: Unpacking Jobs To Be Done Framework

Introduction

SaaStock 2019

As I sat in the RDS in Nov 2019 waiting for Des Traynor of Intercom to take the main stage I noticed a sense of anticipation in the masses.

image source: https://tech.eu/features/11129/saastock-dublin/

What do they hire you for

As the light show sparked to life and the Intercom logo darted across the jumbo screens Traynor took to the mic.

‘Jobs to be done’, source: uxdesign.cc

What ‘Job’ Does Your Product Do For your ideal buyer

What Traynor was getting at was a basic principle in product marketing and product management. When you unpack the jobs that your product is hired for it can inform your entire go-to-market strategy.

Informing your GTM

On the walk back to my apartment I considered what the intercom Co-Founder and Chief Strategy Officer had touched on that morning. I stopped on a bench just shy of Dublin’s Raglan road and quickly Googled the “Intercom JTBD interpretation”. I copied a few article clipping it into my phone’s notes app for later.

Milkshakes = GTM

Clayton Christensen of Harvard University and author of the Innovators Dilemma created the JTBD framework. He observed that when you recognize the jobs your product is hired for, it informs your entire go-to-market strategy.

What is a Go To Market Strategy?

Simply, a go-to-market (GTM) strategy is an action plan. It outlines the steps a company needs to take to succeed in a new market or with a new audience.

Find the market gap by finding your place of ‘fit’ in that market

Final Thoughts

The value that you add to your customers’ lives, is connected to how focused you stay on their problems. Eoghan McCabe, Co-Founder and CEO at Intercom, surmises:

About Daniel

Daniel is a Senior Marketing Professional working in the SaaS B2B industry. Based in Ireland. Passionate about Sport, Marketing and Technology.
E:
danielmurray1001@gmail.com

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Daniel is a Senior Marketing Professional working in the SaaS B2B industry. Based in Ireland. Passionate about Sport, Marketing, and Remote Work.