Go To Market Strategy
My GTM work focuses on translating product capabilities into clear customer outcomes, building multi-channel programs that move audiences from awareness to adoption, and equipping customer-facing teams with the positioning and messaging they need to have confident conversations. The examples below show end-to-end GTM ownership across product launches, feature rollouts, and platform migrations in a B2B SaaS technology environment.
Launch Strategy & Execution: Therapeutic Interchange (TIC)
Therapeutic Interchange is a feature in our oncology EHR platform that automatically flags lower-cost, insurance-preferred drug alternatives at the moment a provider places an order, cutting down manual work and giving downstream teams visibility into billing impact earlier in the process.
I started from technical requirements and engineering tickets rather than a finished product brief. Using an AI-assisted workflow, I compressed what would normally be weeks of research into a single afternoon.
Strategic Execution & Deliverables
Primary Goal: Understand how TIC's benefits landed differently across four audiences, and use that understanding to build messaging that would actually drive adoption ahead of the May 2026 release.
Approach: I first built a value framework to map how each audience would perceive and prioritize TIC's benefits. That framework informed the messaging architecture built on top of it, designed to function as a cross-team source of truth, giving customer-facing teams consistent positioning for executive and practice-level conversations while equipping internal teams with the language to build supporting materials.
Output: A complete messaging framework adopted across Customer Success, Product, and Customer Support, used directly by the VP of Customer Success and Head of Product Management in customer conversations.
That framework didn't stay a document. I used it to drive the full launch, including:
A talk track and objection handling guide
A coming soon promotional email
New Product Launch: Ontada Health Patient Portal
In 2023, Ontada launched its new patient portal, Ontada Health, which required a strategic transition for existing oncology practice customers and their patients. I led the development of the GTM communications and the comprehensive toolkit designed to facilitate this migration and encourage platform adoption.
Strategic Execution & Deliverables
Primary Goal: Support the migration of oncology practices and their patients to a new digital health platform. Creating materials that could be used across a rolling implementation schedule.
Approach: The account manager enablement toolkit was deployed across the customer-facing team, equipping team with consistent messaging and reducing ramp time for practice conversations.
Enablement: Created a centralized toolkit for Account Managers to facilitate practice conversations, featuring customer presentations and strategic talking points.
Product Expansion
Supported the 2024 launch of the eRegistration module by socializing the new functionality through FAQs and detailed information sheets.
New Functionality Launch: Problems Tab in iKnowMed
This marketing and communications plan details the strategic rollout of an optimized diagnostic interface for Ontada's electronic health record, iKnowMed. The launch aimed to improve provider satisfaction by reducing clinical "clicks" and streamlining the capture of ICD-10 and billing data.
Strategic Execution & Deliverables
Primary Goal: Enhance operational efficiency and care quality by simplifying diagnosis charting.
Approach: Leveraged a multi-channel "awareness-to-adoption" strategy, utilizing Physician Champions, live demonstrations, and targeted email campaigns.
Enablement: Developed a comprehensive toolkit for customer-facing teams, including video walkthroughs, user guides, and internal FAQs to ensure seamless practice transition.
Timeline: Orchestrated a phased four-month rollout, starting December 2021 through February 2022, to socialize benefits before final release.
Key Outcomes For Users
Efficiency: Consolidated diagnosis charting onto a single screen with automated coding.
Personalization: Introduced "favorite" tagging for frequent diagnoses to speed up daily workflows.
Accuracy: Improved problem data capture to support more robust care plan development.