Go To Market Planning

Few Lessons from Deploying and Using LLMs in Production Deploying LLMs can feel like hiring a hyperactive genius intern—they dazzle users while potentially draining your API budget. Here are some insights I’ve gathered: 1. “Cheap” is a Lie You Tell Yourself: Cloud costs per call may seem low, but the overall expense of an LLM-based system can skyrocket. Fixes: - Cache repetitive queries: Users ask the same thing at least 100x/day - Gatekeep: Use cheap classifiers (BERT) to filter “easy” requests. Let LLMs handle only the complex 10% and your current systems handle the remaining 90%. - Quantize your models: Shrink LLMs to run on cheaper hardware without massive accuracy drops - Asynchronously build your caches — Pre-generate common responses before they’re requested or gracefully fail the first time a query comes and cache for the next time. 2. Guard Against Model Hallucinations: Sometimes, models express answers with such confidence that distinguishing fact from fiction becomes challenging, even for human reviewers. Fixes: - Use RAG - Just a fancy way of saying to provide your model the knowledge it requires in the prompt itself by querying some database based on semantic matches with the query. - Guardrails: Validate outputs using regex or cross-encoders to establish a clear decision boundary between the query and the LLM’s response. 3. The best LLM is often a discriminative model: You don’t always need a full LLM. Consider knowledge distillation: use a large LLM to label your data and then train a smaller, discriminative model that performs similarly at a much lower cost. 4. It's not about the model, it is about the data on which it is trained: A smaller LLM might struggle with specialized domain data—that’s normal. Fine-tune your model on your specific data set by starting with parameter-efficient methods (like LoRA or Adapters) and using synthetic data generation to bootstrap training. 5. Prompts are the new Features: Prompts are the new features in your system. Version them, run A/B tests, and continuously refine using online experiments. Consider bandit algorithms to automatically promote the best-performing variants. What do you think? Have I missed anything? I’d love to hear your “I survived LLM prod” stories in the comments!

Today, 80% of B2B buying journeys start with Google. By 2027, 95% will begin with an AI assistant. This is a complete rewiring of how B2B marketing works. Today, 70% of the B2B buying process is done before a prospect visits a vendor's website. In an LLM world that is likely to be > 90% Waiting for clicks means the death of your marketing. 1. SEO is replaced by LLM optimisation - you're optimising for prompts vs. pages. 2. Intent replaces clicks - you're not waiting for clicks to happen; your marketing is proactive and reaches buyers where they are.  3. Micro-audiences replace segmentation - your buyer journey is tailored at the company level, not the segment level. Think microsites, content campaigns, email, and chat all personalized to a company. 4. Precision replaces reach - you'll get less volume, but precision marketing and sales will extract more revenue from it. The entire B2B marketing playbook is being rebuilt. For marketers, it's scary, fun, hard, exciting, stressful, and all the things. The only thing for certain is that a curious mind will always be out in front.

Pathways to integrate sustainability into brand strategy 🌎 Legacy companies face increasing pressure to evolve their sustainability efforts. But not all strategies require the same level of disruption—or customer involvement. Understanding the landscape is key to driving both environmental impact and business value. A helpful framework from HBR maps four brand strategies for sustainability onto a 2×2 matrix based on two dimensions: the market served (existing vs. new) and the role of the customer (purchase vs. participation). Fertilizing focuses on improving products or operations in existing markets. It requires minimal customer engagement and is often the most accessible entry point for legacy brands. The goal is to deliver sustainability as a built-in benefit of the purchase. Transplanting extends sustainability benefits into adjacent markets. The company broadens its scope while still leading the effort, asking customers to follow. The offering must deliver credible value beyond environmental claims—on price, convenience, or performance. Grafting emphasizes behavioral change. Brands remain in existing markets but rely on customer participation to realize sustainability outcomes. The success of this strategy hinges on incentives, habit-shifting design, and perceived fairness. Hybridizing is the most ambitious strategy. It combines entry into new markets with brand reinvention and customer transformation. This model suits companies seeking to reset growth or lead systemic shifts within their industries. Each approach offers a distinct balance of risk, complexity, and impact. Selecting the right strategy depends on a brand’s market position, maturity in sustainability, and ability to engage its consumer base credibly. The matrix is a practical tool to sharpen strategy, clarify internal alignment, and evaluate readiness for change—whether through low-barrier enhancements or broader repositioning. Source: HBR #sustainability #sustainable #business #esg

A singular focus on digital DTC was great early on, but it almost ended up putting us out of business. Expanding distribution channels allowed us to achieve scale, leverage and profitability, but it was only possible by investing in Brand. So you can get the buy-in to build the Brand that fuels successful channel expansion, here are: 1) Three things learned about shortcomings of DTC-only, and Brand building's essential role in successful retail expansion, 2) Three ways you can update your thinking on the topic, and 3) Three things you can do about this today Let's do it ** Three things learned about shortcomings of DTC-only, and Brand building's essential role in successful retail expansion ** 1. The total market potential for DTC branded e-commerce is inherently limited – on average, about 5 to 7% of your business’s total market potential (e-com is 16% of retail. 66% of e-com is owned by big retailers) 2. Yes, this 5 to 7% is the easiest to access. With a creative product, you can spin up a site, run some ads, and boom you’ve got a business. You can grow quickly and to a decent scale. However, because of the scale limitations and the fact that the digital ecosystem is typically governed by paid direct-response promotion, building a highly profitable business on just this 5-7% is difficult 3. When a category buyer takes a look at their market, they're asking: Will this Brand add to the pie? Will it bring an audience and attract more buyers as opposed to simply displacing competitors by competing at the price and offer level? Is there a real Brand here? ** Three ways you can update your thinking on the topic ** 1. With expanding distribution, the critical questions are: Why would retailers want to carry my product? What’s the unique value proposition of my Brand to a retail buyer? How does carrying my brand get that person promoted? 2. While it's great to 'get that email address' and 'own the transaction', it's less great to have your Meta acquisition cost go up 50, 100, or even 200%. Sure, retailers take their cut, but it doesn't 3x 3. While there are downsides to any channel, the potential scale of contribution dollars retail can generate helps power more product innovation and brand building ** Three things you can do about this today ** 1. Take a fresh look at your channel strategy. Does it still align with everything you've learned about your biz and the dynamics of digital-only customer acquisition? 2. Exceptional product IS the Brand. And, whether you like it or not, so are your DR ads, promos, manufactured urgency, and discounts. You're building a lasting impression with all of it. Ask yourself, "Is it the impression I want?" 3. Review the investments you're making to drive growth. Are they building the Brand where the answers to the category buyer's questions are a resounding YES? It wasn’t until we realized this sneaky truth at Chubbies that we really found the path to sustained and systematic profit growth

Go-To-Market (GTM) can make or break a product—but what do these terms actually mean? In this breakdown, we’re diving into "must-know GTM concepts" and how to use them to win in the market! 1. Product-Market Fit – The ‘Aha!’ Moment 🎯 🔹 What is it? When customers love your product and keep coming back. 🔹 How to apply it? Don’t scale until you have strong demand & retention. 🔹 Example: Slack hit PMF when teams couldn’t imagine working without it. 2. TAM, SAM, SOM – Your Market Size 🔹 What is it? The total market vs. your real opportunity. 🔹 How to apply it? Focus on "SOM" (Serviceable Obtainable Market) first. 🔹 Example: Tesla’s TAM = all cars, but their initial SOM = premium EVs. 3. GTM Motion – Your Selling Playbook 🏆 🔹 What is it? The strategy to take a product from zero to revenue. 🔹 How to apply it? Choose the right "motion": self-serve, sales-led, or PLG. 🔹Example: Zoom used -PLG (Product-Led Growth)—free users converted to paid. 4. Positioning – Why You Stand Out 🔹 What is it? The unique value your product brings to customers. 🔹 How to apply it? Nail your messaging to "win mindshare." 🔹 Example: Apple positions the iPhone as innovation & simplicity combined. 5. Churn – The Silent Killer 🚨 🔹 What is it? When customers stop using your product. 🔹 How to apply it? Solve onboarding issues & drive continuous value. 🔹 Example: Netflix reduces churn with personalized content & recommendations. 6. CAC vs. LTV – Your Profit Formula 💰 🔹 What is it? Customer Acquisition Cost (CAC) vs. Lifetime Value (LTV) 🔹 How to apply it? Keep LTV > CAC to ensure sustainable growth. 🔹 Example: If you spend ₹500 to acquire a user but they only pay ₹400, you’re losing money. 7. NPS – Your Growth Indicator 🔹 What is it? Net Promoter Score (NPS) measures customer love. 🔹 How to apply it? High NPS = organic referrals = free marketing. 🔹 Example: Amazon’s high NPS drives repeat purchases & word-of-mouth growth. Mastering these GTM fundamentals will help you launch & scale successfully.🚀 👉 What GTM concept do you struggle with the most? Let’s discuss!

Until you embed sustainability into every single aspect of your marketing, you are going to constantly be at risk of greenwashing, purposewashing or socialwashing, depending on your stance! And the reason being - you need to practice what you preach and that means marketing itself needs to align with its company's wider sustainability stance. But first you must understand how your marketing is working for or against sustainability and that means a deep dive into 11 core areas: 1. Target audience - who are your customers? Do you have people in your marketing team that reflect your audience? Do you make additional considerations around whether your audience actually 'need' your product or service? What kind of data do you collect on them? 2. Product/Service - does society or the environment improve the more product or service you sell? Where do your products end up at end of life? What do you do with the products you cannot sell? 3. Price - How do you set your price? Are there variations in price depending on who you are targeting? 4. Place - Where do you sell your products / services? Can you list all the websites that your digital advertising strategy currently funds? If you sponsor events, what criteria do you have in place when sponsoring them? 5. Promotion - Does your product/service rely heavily on impulse buying? Does your marketing depict a sustainable lifestyle? What advertising approaches do you use to persuade your customers to buy from you? 6. Growth strategy - How often do you encourage customers to repurchase? Do you have sales on your products / services and if so, why? 7. Governance - Do you have policies and processes in place to prevent certain things from happening? Do you have a full breakdown of where your advertising spend is being spent? 8. Suppliers - Which agencies do you use? Are they on the Clean Creatives F-list? What criteria do you consider when choosing a supplier? 9. Team - Is there a gender pay gap? Does your team accurately represent your audiences and the society within which you operate? Is there a fair representation of DE&I throughout the senior marketing structure? 10. Performance - What are your metrics for success? What factors do you consider when trying to improve your success rates? 11. Operations - How many events do you attend in person? Do you travel abroad to get footage for your marketing? How much marketing material goes to landfill each year in terms of event stands, brochures, merchandise etc? To do a proper deep dive, we list all the questions for each section in our book! Only once you have this analysis done, can you start to understand how and where you need to change how you operate in order to ensure that you are embedding sustainability into every single aspect of your marketing and thus reducing the risk of diving into the greenwashing etc camp! #marketing #advertising #sustainablemarketing

Marketing that chases quick fame can feel like a temporary high. It’s easy to aim for the big moments that grab attention fast. But real success lies in growth that lasts. Smart marketers get this. They’re not just after one-time hits; they’re building connections and growth that stand the test of time. Here are 9 keys to sustainable marketing growth: 1. Clear Goals → They know why they’re doing it and make sure every effort serves a purpose. 2. Knowing Their Audience → They understand who they’re talking to and what matters to them. 3. Adding Value → They focus on content that helps, educates, or entertains over time. 4. Consistent Brand Voice → They keep their message steady and recognizable everywhere. 5. Flexibility → They adapt to new trends but stick to their core values. 6. Cross-Platform Reach → They use multiple channels to get their message out effectively. 7. Building Relationships → They aim to create lasting connections, not just quick attention. 8. Long-Term Focus → They think about the big picture rather than short-term gains. 9. Learning and Improving → They track what works and adjust to keep growing. Remember, true success in marketing is about building something that lasts, not just capturing a quick spark. Which of these fits your approach to growth?

'Go-to-market' is a commonly misunderstood term in the B2B SaaS lexicon. It's not about literally 'going to market' with your product. Because the market is already there, you aren't going to it - you're already in it. This confusion happens because GTM has become popular in the nomenclature of SaaS B2B - so folk outside this niche get confused. GTM as used today is about the strategic framework to win market share. You can sum it up by saying, GTM is figuring out which of the below routes to take + how to nail these routes: • Sales outreach, email, phone & social • Paid ads e.g. Google & LinkedIn • Partnerships & affiliates • Events • Direct mail, billboards, PR • Product led growth • Community • Ecosystem plays like chrome store Here's where most businesses get it wrong. Many SaaS founders jump straight to channel selection: • "Let's run LinkedIn ads!" • "We need to nail SEO" • "What about a podcast?" This tactical frenzy is like building a house on quicksand. Channels don't create demand. They amplify it. You can't create need where none exists. You can't (successfully) sell meat burgers to vegetarians. You can't convince people to buy something they fundamentally don't want. What you 𝗰𝗮𝗻 do is align your offering with existing market needs through proper strategic foundations: • 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴: Differentiate in your competitive landscape • 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻: Nail the specific market segments you'll target • 𝗣𝗲𝗿𝘀𝗼𝗻𝗮: Nail the exact profile of the user you are targeting • 𝗩𝗮𝗹𝘂𝗲 𝗽𝗿𝗼𝗽: Nail the pain point you're solving • 𝗠𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴: Nail how you communicate your solution's fit Only after these foundations are rock solid should you think about channel strategy. It's tempting to skip ahead. It feels more actionable. More immediate. But without the foundations, you're just making noise in an already crowded market. Your channel mix - whether it's SEO, paid social, channel partnerships, affiliates is merely the vehicle for your message. Not the message itself. --- p.s. Want to know why your marketing isn't working? Get my free 6-part email diagnostic series: https://lnkd.in/e-ux6Cjf

A DTC fashion brand founder reached out to me, frustrated. "We’re spending lakhs on ads, but every new customer is costing us ₹1,200. How do we scale without burning money?" I checked their numbers: 📉 Customer Acquisition Cost (CAC): ₹1,200 📉 Repeat Purchase Rate: 12% (way below industry standards) 📉 Average Order Value (AOV): ₹1,800 (low margin for ad-heavy growth) 📉 ROAS: 2.1X (barely breaking even) They were stuck in the classic DTC trap: 🚨 Scaling cold traffic with direct sales ads 🚨 Over-relying on discounts to convert 🚨 No focus on repeat purchases or brand loyalty We flipped the strategy in 3 steps: 🔹 Built a Content-First Funnel → Instead of selling immediately, we warmed up cold traffic with: • UGC & influencer testimonials (trust-building) • "How to style" content (engagement) • Brand storytelling ads (higher click-through rates) 🔹 Reworked Retargeting → Instead of spamming discounts, we created: • Social proof ads (before & after styling looks) • Exclusive limited-edition drops for engaged audiences • Cart abandonment sequences with urgency-driven copy 🔹 Fixed Retention & LTV → Profits come from repeat customers, so we: • Introduced personalized post-purchase offers • Built a VIP program for early access & loyalty perks • Increased email + WhatsApp engagement (repeat buyers grew 2.3X) 💡 60 days later, here’s what changed: ✅ CAC dropped from ₹1,200 → ₹740 ✅ Repeat purchase rate jumped from 12% → 28% ✅ AOV increased from ₹1,800 → ₹2,300 ✅ Monthly revenue scaled from ₹15L → ₹24L 🚀 Scaling isn’t about cheaper ads. It’s about smarter customer journeys. If you’re struggling with CAC, ask yourself: ⚡ Are you educating cold audiences or just pushing sales? ⚡ Is your retargeting strategy fixing objections or just repeating the same ads? ⚡ Are you retaining customers or constantly chasing new ones? Fix your funnel, and you’ll scale profitably. What’s your biggest challenge in lowering CAC? Drop it below.👇 #DTCGrowth #ScalingStrategies #CACReduction #RetentionMarketing

🚀 GTM Lessons from the Trenches: Reflection 🚀 As founders and sales leaders, we’re all navigating rough times. Over the past year, our team has learned deeper lessons in go-to-market strategy that have fundamentally shifted our approach: 1️⃣ Sales Enablement Tools Must Be a Suite, Not Point Solutions The days of single-function (aka. best of the breed) tools are behind us. Sales teams need integrated platforms that streamline processes and provide end-to-end solutions. The more cohesive, the better. Sales leaders don't want to run shadow IT. 2️⃣ Top-Down Approach Is Essential While bottom-up adoption has worked for a while, it didn’t move the needle for us. Sales tools need to be embraced from the top down, with leadership buy-in driving usage and value, while the value should translate bottom-up. 3️⃣ Self-Service Isn’t Enough Anymore The promise of 100% self-service (PLG) sounded great, but it’s falling short in this economic climate. Teams need guided onboarding and ongoing support to get the most out of sales enablement tools. This is to say, just because a specific GTM worked for someone don't just adopt it. There is a new normal for every company. #SalesLeadership #GTMStrategy #SalesEnablement #MidMarket #B2BSales #salestable