New product rollout
Connect launch.
New industry, new buyer, new sales motion, new pricing model—this launch had it all.
I was the sole PMM driving the cross-functional effort to bring Envoy Connect to market, in partnership with Brookfield Properties, a leading global real estate operator and key Envoy investor.
Overview
Visitor management, but make it multi-tenant
Envoy Connect is a bespoke visitor management solution built for property managers in multi-tenant commercial real estate buildings. The solution addresses the unique complexities of ground floor security while maintaining the intuitive, user-centric experience of Envoy's flagship Visitors product.
The opportunity
Already in the building. Literally.
The pandemic accelerated remote work, putting significant pressure on landlords to modernize building amenities in order to attract and retain tenants. This created a timely opening to displace legacy, on-premise security systems with a scalable, cloud-based solution purpose-built for commercial real estate. At the same time, hundreds of Envoy customers had offices in multi-tenant buildings, allowing for a strong referral motion.
GTM strategy
Data-driven messaging, formalized training, industry leader partnership
This three-phase approach was aimed to validate the product with real commercial real estate operators, equip Sales and CS to sell a brand-new category, and land Launch Day with maximum signal in the market.
Optimize strategy with market insights
Pressure-tested positioning, pricing, and MVP scope against real buyer and tenant feedback before a single line of launch copy was written.
Competitive intel
- Commercial landlord interviews, site visits, and online research to assess primary competitors
- Insights fed directly into MVP requirements, foundational positioning, and pricing model
Closed beta with two Brookfield properties
- Weekly feedback-driven workshop calls with landlord and property teams
- Onsite tenant onboarding sessions to observe real-world adoption
Messaging refinement
- Built core product positioning and persona-based messaging for landlords, owner-operators, and property managers
- Validated and iterated continuously using beta insights, site visits, and landlord interviews
Enable Sales & Customer Success
Equipped a dedicated pod of Enterprise AEs and CSMs to confidently sell into a brand-new buyer — commercial landlords and property managers — alongside the existing tenant motion.
Live training for Enterprise AEs and CSMs
- Product deep-dive, personas & buying behavior, core messaging & positioning
- Competitive landscape & objection handling, outreach, discovery, pitch & demo guidelines
- Pricing structure & quoting, plus lead management for landlords vs. tenants
Role-based certification programs
- Landlord / Property Manager Pitch and Demo Certifications
- Tenant Onboarding and Tenant Upsell Demo Certifications
Enablement Resource Hub (Guru / Confluence)
- Pitch decks for portfolio managers, property managers, and tenants
- Recorded demos covering solution overview, landlord + tenant onboarding, and flagship integration setup
- One-pagers, pricing calculator, integration FAQs, and competitor cheat sheets
Announce across channels on Launch Day
Coordinated press, customer comms, and a flagship in-person moment so Connect arrived in market with a single, unmistakable story.
Press & media
- Media embargo with TechCrunch
- CEO-authored announcement blog post
- CEO guest appearances on top commercial real estate podcasts
Customer comms
- Email and in-product announcement to customers leasing from multi-tenant buildings
- Announcement email from the CEO to strategic prospect accounts
In-person event — Tenant-Focused Lobby Event, Brookfield LA
- CEO keynote
- 1:1 onboarding and training
- Product workshops for the upsell pipeline
Results
Early traction in the first 90 days post-launch validated the GTM motion and Connect's fit in the commercial real estate market.
Early results — first 90 days
Sample launch assets
A look at the launch-day assets that brought the Envoy Connect story to life.
TechCrunch · Sept 21, 2022
Envoy Connect brings automated visitor management to high-rise buildings
Launch-day press coverage from the TechCrunch media embargo.