Google: Cloud Search Go-to-Market Support

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Google is one of the world’s leading technology companies. With a mission to organize the world’s information and make it universally accessible and useful, Google has a variety of Internet-related businesses, ranging from search/online advertising, to cloud services, mobile operating systems, and hardware. Google Workspace (formerly G Suite/Google Apps) is a set of cloud computing, productivity, and collaboration tools designed to improve business productivity that includes Gmail, Meet, Calendar, Chat, Drive, Docs, Sheets, Slides, Forms, and Sites. 

The Google Workspace product marketing team was aggressively ramping the size of its staff and required short-term assistance supporting several of its offerings, including Cloud Search. Google Workspace had already contracted with Callan Consulting to provide short-term assistance to develop sales and partner enablement materials, asking Callan Consulting to provide temporary assistance, initially scoped to cover a three-month period.  

Under this project, the Callan Consulting team provided general product marketing go-to-market assistance for the Google Search offering, starting by building out a Bill of Materials (BOM) of customer-facing and sales and partner enablement content and distributing these materials to the sales team. This BOM consisted of competitive battle cards, customer case studies, customer video testimonials, product videos and demos, FAQs, use case presentations, and vertical use case solution briefs. Once the BOM was created and delivered, Callan Consulting continued to provide sales support by addressing incoming questions. Additional responsibilities and support included:

·  Follow up with internal teams to get the BOM assets reviewed and posted on the different sites (intranet, partner extranet, external product pages, and YouTube)

·  Collaborate closely with customers, creative services, and customer reference team to secure, develop, and finalize customer reference assets 

·  Develop and support launch plan for Cloud Search at upcoming trade show

·  Conduct ongoing bi-weekly sync up call w/sales and product management

·  Attend bi-weekly PMM launch planning meetings

·  Sync up with product managers weekly on launch planning

·  Support sales and partner requests for co-branded marketing assets and content

·  Provide input to partner extranet team on structure, page layout, and content for Cloud Search page

·  Ramp up on launch processes and provide launch input into required broader planning documents

·  Review and provide input into Gartner Magic Quadrant submissions

·  Collaborate with SEM lead to provide feedback on Cloud Search keywords and strategy

·  Attend and prep for field summit calls

The Google Workspace marketing team was very happy with the initial BOM content and product marketing support it received and credits these efforts with helping it gain greater traction in the enterprise search market. Google was so pleased with the support it received and the contributions of the Callan Consulting team that it extended the contract two separate times, ultimately enabling us to provide an additional six months of go-to-market support (for nine months total).