AMA: Amplitude Director of Product Marketing, Hien Phan on Go-To-Market Strategy

This question is a great one. First, you don't build the GTM strategy in a vacuum. It's not an exercise of a product marketer where she goes into a dark room for ten days...

(1) It's a strategy, not a goal. You're diagnosing the problem and focused on how you should go to market. (2) There is an operationalization aspect for your marketing te...

Tbh—this is very hard since most of us sit in North America, and we think the world ends in North America. The key here is to listen to their priorities. They are on th...

ICP is a funny topic. First, it's not about persona. I think there is confusion around ICP and persona. ICP is about the propensity to buy, which involves firmographic (w...

So I have three principles framework for strategy: the diagnosis, the guiding principles, and the coherent action. This framework has guided me in three careers, includin...

I think this depends on the material and your audience. If it is customer-facing, the rule of thumb is less is more. Get to the point. The details can go in the appendi...

KPIs are hard for PMMs. (1) we don't directly influence everything. (2) we have a lot of indirect influence. But my rule of thumb is figuring out your North Star Met...

I'm biased. I'm a former consultant and market researcher— market research always follows priority verticals and market efforts. Depending on the stage of your organiz...

Whether a brief or a presentation, you should always have a core internal doc outlining your strategy and roadmap. I am religious about this exercise—given that it will e...

1. Diagnosis - what's my opportunity? What's the pain I'm solving? What's the problem? 2. Guiding Principles - given the above. How should I address this problem? This ...

When I think of GTM, it's from demand to advocacy. You aren't responsible for every step of this journey but are a significant contributor to enabling and owning the cust...