Every case below follows the same arc: the click at stake, what the data told me, what I shipped, what I did differently and what moved. Then, because launch is mile one, what I'd test next.
GTM LaunchContentsquare · Senior PMM · 2025
Mobile & Product Analytics GTM Launch
Positioned a technical product for a technical buyer, and got Product, Marketing and Sales telling the same story.
Main image · 16:9 e.g. launch landing page or hero visual
Caption: what we're looking at
Messaging framework
Launch asset
The click at stake
What was broken or at risk? e.g. the buyer (mobile/product teams) didn't see how this differed from the analytics tools they already had, and each team pitched it differently.
What the data told me
The insight that shaped the positioning: from win/loss, customer interviews, product usage or competitive research.
What I shipped
Positioning and messaging for the product persona
Launch plan and tiering across Product, Marketing and Sales
Web, sales and in-product assets
What I did differently
e.g. built alignment before assets: ran the messaging past every stakeholder group early, so adoption was baked in rather than requested at the end.
The positioning shift
Before
“Old message or how it was being pitched”
After
“The new value proposition, in one line”
95%
stakeholder adoption across Product, Marketing and Sales
[#]
second result: pipeline, usage, win rate…
[#]
third result (optional)
Here's what I'd test next:One hypothesis for the next 90 days.
Stories, not slides. e.g. each asset built around a customer story with a hook, a twist and a lesson, tested with a few sellers before it went to everyone.
250+
AEs and Solutions Consultants enabled
+30%
pipeline efficiency lift
[#]
cited in closed deals and QBRs (add a count or quote)
Here's what I'd test next:One hypothesis for the next 90 days.
Owned a subscription portfolio's growth and turned testing, messaging and GTM into one continuous growth loop.
Main image · 16:9 e.g. pricing page before / after
Caption: what we're looking at
Test results chart
Testing roadmap
The click at stake
e.g. subscription conversion had plateaued and tests shipped slowly, one at a time, with no link back to messaging or pricing strategy.
What the data told me
The behavioral insight: where readers hesitated, what they valued, which price or message created doubt.
What I shipped
Led a team of 4 across testing, messaging and GTM
Pricing and packaging tests
Messaging tests on paywall, offer and checkout
What I did differently
Tested the story, not just the button. e.g. every test started from a messaging hypothesis, and every winner fed back into the positioning and the next launch.
The positioning shift
Control
“Original offer or message”
Winner
“Winning offer or message”
$190K
incremental ARR
+35%
conversion lift
+140%
testing velocity
Here's what I'd test next:One hypothesis for the next 90 days.
Digital ExperienceInterSystems · PMM, Digital Experience · 2019–2023
Search & Content Optimization
Made a technical documentation and content site help people find answers instead of leaving.
Main image · 16:9 e.g. search experience before / after
Caption: what we're looking at
Search analytics
Content redesign
The click at stake
e.g. developers searched, didn't find what they needed, and left the site or opened a support ticket.
What the data told me
What search logs, session recordings or exit data revealed about how people really looked for answers.
What I shipped
Search relevance and results-page improvements
Content restructuring with the technical writing team
Measurement framework for findability
What I did differently
e.g. treated search as a product, not a widget: ran it as a series of improvement projects with writers and engineers, and shared the playbook with other teams.
−27%
search exits
−70%
post-search time to answer
[#]
third result (optional)
Here's what I'd test next:One hypothesis for the next 90 days.
Want this for your launch? Positioning reviews, CRO programs and launch workshops.