LAICA

ACTO is looking to launch an AI voice-enabled search feature within its app, enhancing the user’s overall search experience. Laica works similar to Alexa yet is completely designed and integrated with ACTO to find the most relevant information to a user’s search in seconds. Laica learns and evolves with user behaviour to provide a unique and enriching content enablement experience.

I was tasked with ensuring ACTO has a solid Go-To-Market strategy prior to rolling out the new feature.

Who is it for? Target Audience- Construct an Internal jobs-to-be-done canvas- Personas - B2B? B2C? User vs. Decision Maker

Persona pain points

What pains does LAICA solve?

What gains do users achieve?

Any barriers they face and how do they overcome it?

When does LAICA feature in their life? Daily? Monthly?

Is it a micro-task in a bigger job?

What outcomes are irrelevant?

Message

What phrasing should be used to translate product teams specs into a message that resonates with users ? How do we do this better than the competition?

Use cases

In which situations will the users use LAICA

Define Metrics/KPIs- improve product feature adoption, user-engagement, and reduce churn.

Research competitors and gather intelligence on similar product offerings and categorize-

Market

Direct/Indirect

Product

Positioning

Marketing

Sales/Customer success strategy

From the insights gathered during competitor analysis-

Determine the product launch tiers- Match the market vs. New & Innovative; Keeping existing customers vs. Win new customers.

Pricing Strategy- freemium vs. pro-plan upgrades

Marketing & Sales Plan Checklist -Beta- Launch (partner testing), Email, In-app message, Update Existing web pages, Add new web page, Positioning/ messaging, Demo video, Social Campaign, PPC, Partner campaign, Internal training, Blog posts, Case studies, Customer campaign.

Work closely with the Product Team to get details on the product features, services offered under LAICA, cross-application functionality, develop a go-to-market strategy consisting of positioning, messaging and pricing recommendation and with the help of the marketing team develop sales enablement assets to help Sales and Customer success team.

LAICA

First ever intelligent Voice Search Assistant to help navigate ACTO and access resources without having to pick up a device.

Why LAICA?

Better Analysis

LAICA analyzes large amounts of high-dimensional data from audio and images and can effectively return the right results for your queries.

Streamlined Process

The more you use LAICA, the more it adapts to your voice, vocabulary, search preferences and provides smart suggestions.

Improved Customer Experience

For better customer interactions, LAICA uses improved speech and voice recognition that can go beyond just returning a search result and factor in underlying emotion.

Empowered Team

With repetitive and tedious functions eliminated, teams can locate the needed resources & information quickly.

Risks

Siloed Efforts (Disconnect between PM, PMM & Sales Team)

Unclear Product Positioning & Messaging

Insufficient Customer Data

Defining PMM ROI

Mitigation Strategy

Equip teams with a centralized system of assigning tasks, receiving feedback, managing workflows and finding digital assets.

Weekly team huddles to track progress.

Carry out extensive Market Research, gather competitive intelligence and draft User personas.

Create extensive resources and equip Sales & Customer Success team with marketing collateral

Unify data onto a single platform, central ERP system to access, approve and validate data from cross-functional teams.

Track campaign analytics and derive insights on-

Lead generation tracking

Opportunities and deals influenced

Operational efficiency

Campaign performance

Sales team confidence