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Ankit Shah

AMA: Braze Director, Product Marketing, Ankit Shah on Product Marketing vs Product Management

July 14 @ 9:00AM PT

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Ankit Shah

Director, Product Marketing · Braze

Hi all, I'm Ankit Shah, Director, Product Marketing @ Braze:

👋 Based in:
Dallas, TX
🧠 Top of mind:
Art of Storytelling
💬 Ask me about:
Market Research, Product Launches, GTM Strategies

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

    Ankit Shah
    Ankit Shah

    Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • Tue

    PM focuses on building a product that's fit for the market needs while PMM focuses on successfully messaging, launching, and driving demand + adoption of that product in the market. Here are some examples of KPIs I have seen across PM and PMM. Product Management KPIs: % of roadmap delivered Feature adoption rates  Product usage growth  Customer retention impact  User satisfaction scores  Revenue contribution from new capabilities  Product quality metrics Product Marketing KPIs: Pipeline influenc ...Read More

    218 Views
    2 requests

  2. Who owns pricing - product management or product marketing? If product management, then what is product marketing's role?

    Ankit Shah
    Ankit Shah

    Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • Tue

    I think it really depends on the maturity of the organization. I've seen Pricing owned across Product Management, Product Marketing, and in our case at Braze, owned by our Monetization & Competitive Intelligence team. Regardless of where it sits, a healthy partnership across PM, PMM, Finance, and Sales is super critical to develop a strong operating model. 
    264 Views
    2 requests

  3. How do you see the PM/PMM boundary shifting as AI tools take over more tactical PMM work like drafts, research, and enablement?

    Curious whether PMM becomes more strategic as AI handles the execution layer, or whether PM starts absorbing some of that strategic ground.

    Ankit Shah
    Ankit Shah

    Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • Tue

    My POV is that as the PM/PMM boundary shifts with AI tools accelerating the creation of messaging and content, a PMM's roles moves further up in the value chain. Here are some examples on how PMM acts as a strategic collaborator for a PM.  PMM evolves from being a "messenger" of the product to "market strategist" - identifying market opportunities, shaping product strategy through insights, driving category creation PMM gets more involved earlier in the product lifecycle to help identify if we s ...Read More

    217 Views
    2 requests

  4. In practice, when product and PMM disagree on what the customer problem actually is, who wins and how do you resolve it without damaging the working relationship?

    Ankit Shah
    Ankit Shah

    Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • Tue

    When PM and PMM disagree on the customer problem, the goal shouldn’t be for one team to win but rather align on what the customer actually needs based on data & insights. PM brings deep understanding of product usage and customer workflows, while PMM brings market, buyer, and competitive perspectives. I have seen the best teams resolve disagreements by grounding their decisions in customer evidence, testing assumptions, & focusing on the shared business outcome.
    214 Views
    2 requests