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AMA: Affirm Director of Consumer Marketing, Hannah Hughes on Product Marketing vs Product Management
August 31 @ 9:00AM PST
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Affirm Director of Consumer Marketing, Hannah Hughes on Product Marketing vs Product Management
Top Questions
How do you get product management to focus more on customer problems and solving them, and less on shipping features that customers don't need?
They want to convey 20+ features to the public when we should only focus on top 3-5 features then figure out what the true benefit is to the end user.
Hannah Hughes
Affirm Director of Consumer PMM and Lifecycle • August 31
A few ideas on how to respond to your product partners in these situations: * Propose bundled launches- Group similar features into one announcement to decrease cognitive load for users. * Create requirements for broader marketing support- Create a framework of how PMM supports diffe......Read More
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What specific areas of roadmap influence do you think product marketing can help the most with?
Is it the decision of what features to actually build based on customer feedback and marketing opportunity OR more so naming, branding and how we position and target features?
Hannah Hughes
Affirm Director of Consumer PMM and Lifecycle • August 30
The answer has a lot to do with how you and your PM work together. Ultimately, much of the PM<>PMM relationship comes down to what you each agree to own- it's different for every group. It's a relationship that requires a lot of influence without control. The more trust and rapport you have built......Read More
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Hannah Hughes
Affirm Director of Consumer PMM and Lifecycle • August 31
1. Intial product definition - Owned by Product, PMM consults. Help the team to assess: Are we building something that meets the basic requirements of the market? Where do we fall alongside competitors? Are we creating a delightful experience that will keep users coming back? 2. Messaging/Val......Read More
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Hannah Hughes
Affirm Director of Consumer PMM and Lifecycle • August 31
This is a great question! Depending on your product and the complexity of your funnel, PMM may have more or less impact on the metrics PM is responsible for. As you plan KPIs for your PMM team, ensure that they are far enough up-funnel that your team can impact them- or make sure that the PMM tea......Read More
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Hannah Hughes
Affirm Director of Consumer PMM and Lifecycle • August 31
I think there are actually 2 questions here. Who collects the feedback, and how a team decides to respond to it. The maturity of the product matters here, so I'll break it down into 2 stages: 1. For very early-stage products, keep a much responsibility withing the core working group as poss......Read More
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