By now, you have all read my previous post on the GTM cycle and the interrelationships between the various phases. You also now know that it’s critical to develop a go-to-market plan that clearly describes the goals of the new service and outlines the steps needed to market, operationalize, and support the product/service.  Just as important as the go-to-market plan, is the controls that are put in place to manage the risks/dependencies and timelines. This is where a good program/project manager is introduced.  

PMI, the standards organization that sets the guidelines for Project Manager Certification (PMP) recognizes 5 basic process groups typical of almost all projects. The basic concepts are applicable to projects, programs and operations. The five basic process groups are:

  1. Initiating
  2. Planning
  3. Executing
  4. Monitoring and Controlling
  5. Closing

Processes overlap and interact throughout a project or phase. Processes are described in terms of:

  • Inputs (documents, plans, designs, etc.)
  • Tools and Techniques (mechanisms applied to inputs)
  • Outputs (documents, products, etc.)

These ITTOs form the document base for most projects and guide the project teams through the GTM process to bring products/services to customers on time and under budget.

A quality program/project manager works cross functionally to “connect the dots” and keep everything on track. Without this experienced professional, the best product/service will fall flat before it reaches market and before it delivers on its promises. Organizations need to segment each product/service and structure the GTM process with the PM being the lead.  If successful, companies will capitalize on their often sizable investment in human capital.