AMA: Adobe Senior Director of Product Management, 3D Category, Nicolas Liatti on Growth Product Management

Marketing is a key partner, and the mistake is to want to split KPIs between teams. I am a big advocate of shared KPIs for team + stakeholders. It's really more about alignment and discussions - and it's different in every teams - rather than applying a framework.

The right time is when you feel you are stretched too thin to grow without it. A good signal is when the product is growing super fast, and stakeholders start to be misaligned on the different topics to tackle.

The same skillsets as for PMs: be humble, be great at communication with anybody - and especially business! - , and have the ability to develop a product sense.

I think it depends on the company. If both are doing a similar job, they may have different titles depending on the company.

Eventually a pure sales role is about selling a product, with all the process of negotiating contracts, etc. - while a PM acts on influencing the team to improve business.

As product led growth is a go-to-market strategy, the best tools to measure it is usually on the business impact, meaning revenue tracking and analytics tracking.

Product management is all about reducing risks and blurriness on the value and viability of the product.

So I would say start from the user, move backwards and chose the area where you have the biggest unknown. Make an experiment there so it helps reduce the risks.

It is important to understand that PLG is a go-to-market strategy, not a product strategy.

I would thus encourage reading about go-to-market, and of course the different resources about PLG itself that exist.