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
Envoy Connect was a bespoke visitor management solution built for property managers and multi-tenant commercial real estate buildings — addressing the unique complexities of ground floor security while maintaining the intuitive, user-centric experience of Envoy's flagship Visitors product.
The opportunity
The pandemic had accelerated remote work and put significant pressure on landlords to modernize building security and attract and retain tenants — creating a timely opening to displace legacy, on-premise security systems with a scalable, cloud-based solution purpose-built for commercial real estate.
GTM strategy
A three-phase go-to-market built 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
Make a splash 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.