Coinbase
Insights from the Coinbase Product Marketing Team
Adam Weigand
Director, Product Marketing
PMM Interviews with Coinbase’s Director of Product Marketing, Adam Weigand
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Coinbase is the easiest and most trusted place to buy, sell and grow your crypto
currency. Adam Weigand is the Director of Product Marketing responsible for
driving adoption and growth of retail investment product suite.
“I think sharing learnings based on past failures and successes is really
...more
Video: Top takeaways on the GTM process with Group PMM at Coinbase, Adam Weigand.
Group Product Marketing Manager
Communicating customer and market learnings to product teams is something that
happens throughout the product development lifecycle. In terms of medium/format,
it really depends on your team's work style. I suggest adapting to the product
team's style, so if they prefer docs and silent reading, t...more
Group Product Marketing Manager
As a strategic partner on the product team, I believe PMMs should be involved
throughout the product development lifecycle.
For larger initiatives at Lyft, PMMs create 'Market Requirement Documents' or
MRDs that are meant to serve as input to the PRD. This helps gain alignment on
market insig...more
Group Product Marketing Manager
My advice would be to build this into your regular team processes. If your
company has an OKR setting process, this would be the right time to
cross-functionally align with product partners on shared KRs or KPIs at a high
level.
Beyond that, I would suggest gaining this alignment at the PRD an...more
Group Product Marketing Manager
The answer here is investing in the relationship. A PM is a PMM's primary
strategic partner in most cases. I advise my team to prioritize the weekly 1:1s
or coffee chats. It's important connect at the human level, by being curious
about personal and non-work parts of their life. A healthy working...more
Group Product Marketing Manager
I view the role of PMM as a strategic partners to product management, and it's
important to have this frame of mine when approaching product teams with
learnings. Product Marketers are the voice and champion of the customer
throughout the product development process. The best way I've found to do...more
Group Product Marketing Manager
There are a few reasons I typically observe for why PMMs engage in Marketing
before the product is ready for GA (general availability). If there's an
alpha/beta stage, PMMs are working on tailored communication to drive success
and learnings from those early customers. If the sales/deal cycle are...more
Group Product Marketing Manager
I mentioned the MRD in previous answers, which I think is great at informing
individual projects or initiatives. At a higher strategic level, I find that
Product Vision docs are valuable at helping PMMs, PMs and other cross-functional
partners align on the multi-year vision for the product. Havin...more
Group Product Marketing Manager
First, I listen. It's important to understand in depth why these
needs/deliverables are being asked of Product Marketing. What is the underlying
problem? How can Product Marketing solve this?
Then, I assess company goals and revenue by product. The Product Marketing
function is meant to suppo...more
Coinbase Product Marketing Leaders
Adam Weigand
Director, Product Marketing
Sarah Khogyani
Group Product Marketing Manager