Navigating complex product launches in a dynamic market

During my time at Power Factors, we launched three enterprise SaaS products — along with a new backend system, a full product suite rebrand, and multiple feature enhancements — each requiring a strategic, market-aligned go-to-market (GTM) approach.

For the first launch, I was the sole marketer, responsible for the entire GTM strategy — including positioning, sales enablement, content, PR, and event support. As the team grew, subsequent launches became more complex, coinciding with a company-wide rebrand and the introduction of our new product suite, requiring extensive internal and external education.

At the same time, the renewables industry was evolving rapidly, increasing the demand for advanced solutions to address emerging technologies, industry shifts, and customer needs.

Two women sitting in chairs and talking with a laptop on the table in front of them

Executing Product Launches That Capture Market Attention

CHALLENGE:

APPROACH:

Thoughtful go-to-market strategy and cross-team collaboration

For each launch, I led a comprehensive GTM strategy, ensuring alignment across the marketing, sales, customer success, and product teams. My focus was on clear messaging, multi-channel execution, and internal enablement to maximize product adoption and market impact.

  • Developed GTM strategies for three enterprise SaaS product launches, including competitive analysis, messaging frameworks, and sales enablement materials.

  • Executed multi-channel marketing campaigns, leveraging press releases, targeted events, and digital advertising to drive awareness and adoption.

  • Integrated customer insights, incorporating beta user feedback and cross-functional input (product, sales, customer success) to refine positioning and highlight key differentiators.

  • Launched account-based marketing (ABM) campaigns targeting strategic enterprise accounts, driving personalized engagement.

  • Ensured internal alignment, working closely with sales and customer success teams to deliver effective enablement resources and maintain consistent messaging.

Marketing team sitting at a table and smiling and laughing with laptops, an iPad, and paper printouts in front of them

IMPACT:

Increased engagement, market leadership, and stronger sales enablement

Aligning product marketing efforts with a cohesive GTM strategy led to stronger customer engagement, improved sales enablement, and enhanced market positioning.

  • Exceeded lead targets by 40% through end-to-end GTM strategies for three enterprise SaaS product launches, including competitive analysis, positioning, and multi-channel campaigns.

  • Successfully launched the Unity Renewable Energy Management Suite (REMS) in 2024, solidifying Power Factors as a global leader in REMS and positioning the company for long-term market success.

  • Increased enterprise customer engagement by 30% through targeted ABM campaigns.

  • Partnered with Guidehouse Insights to establish Power Factors’ Energy Management System (EMS) as a top-three EMS vendor, earning a leading spot in the 2024 Guidehouse Insights Leaderboard: Energy Storage Software.

  • Developed comprehensive sales enablement materials, equipping sales and customer success teams to effectively position new products.

  • Strengthened customer engagement with product-focused content, reinforcing value propositions and competitive differentiation.

Team of two men and two women talking and looking at paper printouts and an iPad in an office
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