AMA: Adobe Director of Product Management, Growth, Deepti Pradeep on Establishing Growth Product Management

Start by identifying the core lever you need to move. For a B2B product, this might be new customer acquisition. For B2C, it could be daily or weekly usage metrics (e.g., WAU/MAU). Also document your hypotheses about other metrics you want to influence. Create your idea backlog by triangulating between leadership priorities, customer requests, and market gaps. Collaborate with Engineering, Design, Data Analytics, and Marketing/Sales teams to brainstorm these ideas. Implement RICE scoring (Reach, ...Read More

People stay in roles so long as they are inspired by their leader, feel valued and feel like they are growing their skills. I’ll break each of these down in terms of how I approach it. Feel inspired - Bringing a strong vision, having a clear idea on how my team can execute against that vision, eliminating barriers for them to execute, and being ready to dive into any area to ensure everything is moving along. This requires me to be high and low, and makes the team feel confident that the captain ...Read More

First, gather all your data evidence. You may need to partner with someone in Data Science/Analytics or run the queries yourself. Identify the % MAU using each feature and list them in descending order. Create a revenue growth curve and overlay it with new feature releases, key marketing initiatives, and other relevant activities. This simple approach helps visualize the collective impact of features over time. Analyze drop-off points in the customer journey. Even without sophisticated metrics f ...Read More

First, listen to the POV of sales with empathy. Why did they feel the need to go straight to Engineering? Was it a one off urgent need? Is this just a habit? or do they feel they are not getting the type of partnership they need from Product? Truly understand their pain points and let them know you are here to help, and deliver what customers are asking for. Build an intake process that has to be absolutely fast. Remember, sales team is really busy and generally are bogged down by anything that ...Read More

Product Growth has always used AI to some extent - we have always leveraged various types of models like propensity models for revenue optimization, predictive models to identify risk, segmentation models for personalization. This has been driven by the core goal of driving impact while driving customer delight/aha. AI-driven products and experiences only provide growth product managers with more of a platform to drive impact, faster. The core skill you need to unlock? Creativity. Think bigger, ...Read More

Data is at the heart of every negotiation. First, deeply understand what levers drive your specific business and where the biggest problem areas. For example, do you have an acquisition, conversion or retention problem? It is tempting to say “all of them”. If so, then size these problems keeping all else equal. E.g., you bring in 10X users keeping rest of the funnel equal, or you improve retention by 2pt without changing top of funnel — where do you see more impact? Second, listen to your custom ...Read More