AMA: Affirm Director of Consumer Marketing, Hannah Hughes on Product Marketing vs Product Management

August 31 @ 9:00AM PT

View AMA Answers

Ask me anything

AMA Page

How different are the product marketing KPIs from the product management KPIs?

Hannah Hughes•

Plaid Chief Marketing Officer | Formerly Apple, Google, Airbnb, Facebook • 3y

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 ...

1844 Views

3 requests

Through the lens of a feature/product lifecycle, what are the critical points of collaboration between product marketing and product management? And what are the lines that distinguish who owns which part?

Hannah Hughes•

Plaid Chief Marketing Officer | Formerly Apple, Google, Airbnb, Facebook • 3y

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 d...

1067 Views

2 requests

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•

Plaid Chief Marketing Officer | Formerly Apple, Google, Airbnb, Facebook • 3y

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 diffe...

770 Views

3 requests

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•

Plaid Chief Marketing Officer | Formerly Apple, Google, Airbnb, Facebook • 3y

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 cognitiv...

988 Views

3 requests

Who owns customer feedback in your organization, and does that ownership change across stages like design partners, beta, and full release?

Hannah Hughes•

Plaid Chief Marketing Officer | Formerly Apple, Google, Airbnb, Facebook • 3y

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 i...

1303 Views

3 requests