The Opportunity
Around 2020 Intuit recognized that there wasn’t a consolidated online location where a user could explore, learn and employ technology focused on go-to-market technologies. After identifying 56 different tech and applications that users leveraged for their work across the organization, a structure was developed to consolidate information and use cases for each tool.
The Challenge
The original strategy was to have the tech application leads (“owners”) identify the necessary content and tools to empower and educate would-be users. While this would support their efforts in the long run, their current priorities and workload did not allow concentrated time and effort to develop what was needed. The established framework for the GTM tech was there, but it was similar to a ghost town regarding any information about each tool, tech, app, and more. Also the Hub was an island, with little to no insight to how industry leaders use GTM technologies to succeed.
The Solution
I came on as the inaugural GTM Tech Hub Manager, with the objective to identify, establish, craft and promote content for each of the 56 capabilities. I pursued information cross every platform and location to find the detailed, and accurate, content which would introduce the tool and capability to a new user, while also including content and training that extended the knowledge of current users. In addition, I established case studies for approximately 48 of the 56 capabilities, illustrating firsthand how other Intuit users successfully leveraged the tool, and the success they experienced, in terms that are replicable, and inspirational.
Once the tools were established, I focused my energies on developing industry insights from third parties that could impart knowledge and expertise on how other companies and industries were benefitting from their go-to-market strategies. I established concise, yet dense listings of reports, metrics, case studies, insights, interviews, and more from highly regarded outlets, including Gartner, Forrester, Harvard Business Review, eMarketer/Insider Intelligence, and more. I also drafted a library of upcoming and on demand webinars and events where users could experience firsthand what industry leaders were achieving, gaining knowledge and insight to benefit their own GTM efforts.
The Results
Adoption and usage of the GTM Tech Hub exploded, with user engagement growing by 2100%. The monthly emails shared with Intuit’s GTM users garnered an average open rate exceeding 28%. Enrollment and engagement in the GTM Tech Hub Slack channel blossomed, gathering hundreds of questions, comments, suggestions and more.
