What are common mistakes people make when establishing an outbound product management team?

Building a successful outbound product management function requires more than aligning with sales or writing flawless messaging—it demands strategy, integration, and focus on outcomes

• Treating Outbound PM as “Sales Support” Instead of Strategic Partners
  Outbound PM isn’t just about decks and demos. When companies position them as mere sales enablers, they miss the chance to leverage strategic market insights that can shape product direction. As Marty Cagan emphasizes, “Strong product teams don’t exist to serve the business; they exist to serve customers in ways that create value for the business.” Align outbound PMs as customer advocates who bridge market needs with product strategy.

• Siloing Outbound from Inbound Product Teams
  When outbound PMs operate separately from their inbound counterparts, collaboration breaks down. Outbound PMs should work hand-in-hand with inbound teams to align product messaging with real-time developments. Cagan stresses, "Product work is not a series of handoffs, but rather an ongoing conversation.” Building this flow between inbound and outbound is key to a cohesive strategy.

• Ignoring Market Feedback Loops
  Some companies overlook outbound PMs' role in gathering feedback from the market. These insights are vital for refining roadmaps. Outbound PMs are not passive messengers—they are field reporters. “Product managers need to be relentless in staying close to the customer,” says Ben Horowitz. Outbound teams are uniquely positioned to bring the voice of the market to every product decision.

• Overemphasizing Product Features in Messaging
  Too often, outbound PMs fall into the trap of promoting every new feature instead of focusing on customer outcomes. “No one buys your product for its features; they buy it for the way it solves their problem,” Cagan reminds us. Effective outbound teams articulate the value behind the feature, showing how it meets customer needs.

• Underestimating the Power of Storytelling
  Outbound PMs are responsible for translating complex product concepts into compelling stories that resonate with customers. A strong narrative not only attracts interest but builds trust. As April Dunford suggests in Obviously Awesome, “If you confuse people, you lose them.” Outbound teams must develop clear, concise messaging that conveys the product’s unique value without jargon.

• Neglecting Metrics and Impact Tracking
  An outbound PM team that can’t show the impact of their efforts is unlikely to thrive. Outbound teams must define key metrics—whether it's sales pipeline acceleration, win rates, or product adoption—and constantly track progress. As Cagan says, "If you can't measure it, you can't improve it." Metrics connect effort to outcomes, driving continuous improvement.