Informed Product Go-To-Market Strategy

Oct 2024 - Feb 2025

IBM Data & AI - Data Marketplace

Business Problem:

After newly launching in June 2024, the team needed to identify key customer segments and determine how to best position the product to meet their needs

Research Program:

Generative interviews to assess whether our value proposition resonated with key potential customer segments

  1. IT Leaders and Solution Architects exploring or adopting a data mesh architecture

  2. Existing IBM Cognos Analytics customers

  3. Tool decision-makers currently using a competitor’s data lakehouse (in progress)

Impact:

This research generated 11 actionable insights, including key customer segments to target and the optimal positioning for each to ensure the product meets their needs. It uncovered a clearer understanding of the adoption process, strategies to facilitate adoption, adoption requirements, adoption blockers, and opportunities to improve product messaging.

“I love collaborating with you and appreciate the enthusiasm and energy you bring to the team. It is great having someone on the team who is always eager to learn, collaborate, and seek to improve the product.”

— Product Manager