Case Study
Building a GTM Engine at Moov
From Technical Complexity to Market Success
52%
Increase in qualified pipeline
23%
Reduction in sales cycle time
35%
Higher platform engagement
Key Takeaways
What I Learned Building Moov's GTM Engine
As the founding product marketing manager at Moov, building the GTM engine from scratch reinforced several principles that guide my approach to product marketing:
Systems over campaigns
Building an integrated GTM system produces more sustainable results than isolated campaigns, especially when starting from zero.
Multi-dimensional segmentation
Understanding not just market segments but the different personas within each segment creates more effective messaging.
Bridge the gap
When sales teams aren't directly incentivized to sell the platform, marketing must create natural connections between their primary activities and platform adoption.
Technical-to-value translation
Finding the right balance between technical credibility and business value is crucial in complex B2B marketplaces.
Measurement creates accountability
As the first marketing hire, establishing clear connections between marketing activities and revenue outcomes was essential to demonstrate marketing's value.
By applying these principles, I established Moov's first marketing approach and created a scalable GTM engine that continues to drive business growth today.
Looking Forward
The GTM engine we built at Moov isn't static - it's designed to evolve as the market and customer needs change. We continue to refine our approach based on data and customer feedback, ensuring that our GTM system remains a competitive advantage in the semiconductor equipment marketplace.
The Challenge
Starting From Zero in a Complex Market
When I joined Moov as Senior Product Marketing Manager in December 2023, I was the company's first marketing hire and founding product marketing manager. As a B2B marketplace for semiconductor manufacturing equipment, Moov had built a powerful platform with significant technical capabilities, but struggled to effectively communicate its value to potential customers in a highly specialized market.
The primary challenge was unique: while our sales team was primarily focused on trading equipment, my task was to market the platform itself to generate leads and increase adoption. This created a fundamental disconnect between our sales activities and our platform marketing needs.
The pain points were clear:
- As the first marketing hire, I needed to build our entire marketing approach from the ground up
- Our sales team was focused on equipment trading rather than selling the platform's value
- Technical product features dominated our communications, while customer pain points and business outcomes took a backseat
- We lacked a structured approach to measure marketing's impact on revenue metrics
- Platform adoption and lead generation were underperforming despite having a strong product offering
The semiconductor equipment marketplace is inherently complex - we were dealing with highly technical products, sophisticated buyers, and long sales cycles. Our challenge wasn't just creating better messaging; we needed a comprehensive GTM system that could connect platform innovation to measurable business outcomes while supporting the equipment-focused sales process.
The Approach
Building a Systematic GTM Engine
Rather than launching isolated campaigns, I developed a comprehensive GTM system designed to create sustainable growth. This approach enabled us to systematically translate technical capabilities into meaningful business value while addressing the specific needs of our target market segments.
Customer-Centric Segmentation
I developed detailed buyer personas for each market segment, identifying the unique pain points, value drivers, and decision criteria for equipment buyers, sellers, and marketplace administrators.
Value Translation Framework
I created a framework that systematically translated technical features into business outcomes, ensuring our messaging resonated with both technical evaluators and business decision-makers.
Sales Enablement System
I built a system that aligned platform marketing with equipment sales activities, creating natural connections that helped sales representatives understand when and how to position the platform.
Marketing Measurement Model
I developed a clear framework for tracking marketing activities through to revenue outcomes, establishing marketing as a measurable, accountable driver of business growth.
This systematic approach allowed us to transform Moov's marketing from a series of disconnected activities into a cohesive engine that consistently generated qualified leads, shortened sales cycles, and improved platform adoption metrics.
The Execution
Implementing the GTM System
With a structured approach in place, I executed the GTM system through a series of coordinated initiatives designed to progressively build momentum and deliver measurable results:
Phase 1: Messaging Foundation
I conducted extensive customer interviews and competitive analysis to develop a messaging architecture that clearly articulated Moov's unique value proposition in the marketplace. This framework guided all subsequent marketing activities and ensured consistency across channels.
Key Deliverable:
Created segment-specific value propositions that resonated with both buyers and sellers in the semiconductor equipment market
Outcome:
Established a consistent market narrative that effectively communicated the platform's benefits in business terms
Phase 2: Sales Enablement & Content Development
I developed a comprehensive sales enablement program that bridged the gap between equipment sales and platform marketing. This included creating battle cards, playbooks, and objection handling guides that tied platform capabilities to equipment transaction outcomes.
Key Deliverable:
Created a content ecosystem including case studies, solution briefs, and ROI calculators that demonstrated clear business value
Outcome:
Sales team began actively positioning the platform as part of equipment transactions, increasing adoption rates
Phase 3: Integrated Demand Generation
I implemented a multi-channel demand generation strategy that leveraged the messaging foundation to create awareness and generate qualified leads. This included targeted content marketing, paid digital campaigns, and industry events focused on our key market segments.
Key Deliverable:
Launched segment-specific campaigns that addressed unique pain points for each buyer persona
Outcome:
Increased qualified lead generation by 52%, creating a robust pipeline of potential customers across key market segments
Phase 4: Measurement & Optimization
I established a robust measurement framework that connected marketing activities to revenue outcomes, providing clear visibility into what was working and what wasn't. This allowed for data-driven optimization of our marketing investments.
Key Deliverable:
Implemented attribution modeling and KPI dashboards that demonstrated marketing's impact on revenue
Outcome:
Marketing became viewed as a strategic driver of business growth, with increased investment following demonstrated results
The Results
Measurable Business Impact
The systematic GTM approach delivered significant, measurable improvements across key business metrics:
Increase in Qualified Pipeline
Our segment-focused approach created a more efficient lead generation engine with higher conversion rates and improved pipeline quality.
Reduction in Sales Cycle Time
Better messaging and sales enablement materials helped prospects understand our value proposition faster, shortening the decision-making process.
Higher Platform Engagement
Clearer value articulation and improved user education led to significantly higher usage metrics and feature adoption across the platform.
Additional Business Outcomes
- Marketing became a strategic partner in business planning, with executive-level visibility and input
- Cross-functional collaboration improved as sales, product, and marketing teams aligned around a common market narrative
- Customer satisfaction scores increased as messaging more accurately set expectations about platform capabilities
- Competitive win rates improved as our value proposition became more clearly differentiated in the market
- Marketing ROI metrics demonstrated clear value, justifying increased investment in marketing activities
- The systematic approach created a foundation for sustainable, scalable growth as the company expanded
By establishing a comprehensive GTM system rather than launching isolated campaigns, we created a sustainable marketing engine that continues to drive Moov's growth in the semiconductor equipment marketplace. The systematic approach to translating technical complexity into business value has become a core competitive advantage for the company.
Ready to Build Your GTM Engine?
Whether you're starting from zero or optimizing an existing approach, I'd love to share insights from my experience building Moov's GTM engine.