AMA: SurveyMonkey Vice President, Product Marketing, Priya Gill on Growth Product Marketing

The first thing I would do is ensure I have a solid understanding of my target audience and their needs, pain points, and expectations of the product. You can start by gathering feedback from your existing user base to identify areas for improvement and/or features that can enhance adoption. Surveys are great for that. ;) This, in combination with analyzing existing user data to identify friction points will likely guide your initial focus. Other likely areas to look at next (in order of logical ...Read More

In my opinion, there isn’t much overlap between PMM and Growth PMM, but the things that they need to know to power the work that they do is where there’s some overlap. From my perspective, there are two main areas of overlap: Customer and market knowledge: Both teams require a deep understanding of user needs, behaviors, and preferences in order to effectively inform growth and PMM strategies. Data utilization: While Growth PMMs heavily rely on data for growth strategies, PMMs also use data for ...Read More

This really depends on the maturity of your product and/or stage of the company you’re working at. For example, early stage and scaling growth companies often have a strong emphasis on customer acquisition to build the user base quickly. If this is where you’re at, then this is where the majority of your focus should be. For businesses with subscription models or have high customer lifetime value, a strong focus on retention is key. Because keeping existing customers happy and engaged is much ch ...Read More

I would disagree that Product Marketing is very qualitatively focused. I think the challenge that PMMs typically have is that they primarily influence or support the teams that drive impact towards specific KPIs. For example, the most typical KPIs are pipeline/revenue if it’s a product that can be purchased or product adoption if it’s free. At the end of the day, both teams care about the user journey and that’s where I would start in creating shared goals.  Identify key metrics that span the en ...Read More

It’s all about how you position your skills and your ability to learn quickly to fill the gaps. There are some aspects that are directly transferable and other skills that will need to be developed. For example, skills such as data analysis and customer/user knowledge are relevant to both roles. However, while Growth PMM often focuses on post-launch strategies and user acquisition, Product Marketing spans the entire product lifecycle, involving aspects like market research, messaging and positio ...Read More