AMA: Uber Head of Global Product Marketing, Driver, Shopper & Courier Experience, Quinn Hubbard on Go-to-Market Strategy

A thorough go to market (GTM) plan can provide incredible clarity for the many, many stakeholders who are involved in a launch. That’s why it’s so important for the GTM plan to be self-serve when you don’t have the luxury of walking your colleagues through it. The goal is to align your core team, plus answer the top questions for anyone else who needs to be looped in. I suggest using these 9 sections as your core elements: Business context, goals and projected impact → why is this launching? Pro ...Read More

As much as I would love to share a one-size-fits-all KPIs, I’ve found that no two launches are the same. Even if you’re launching a product again in a new market, you’ve probably learned something from the first launch that will lead you to optimize your approach the next time. Instead, I break it down into these four categories and choose the most important metric from each category: Business metrics: How will this launch help the business to meet its goals? Is it revenue, subscriptions, market ...Read More

This is a great question because, as every PMM knows, each launch holds a surprise hiccup. If you can mitigate as much risk as possible before that time comes, then you’ll be successful in solving those last minute snafus. Assuming your marketing brief and GTM plan are finalized and approved, a successful GTM execution comes down to organization, stakeholder alignment and (the hardest one!) seeing around corners. Here are the riskiest components in each of those categories and how to mitigate th ...Read More

Definitely! I’m hugely passionate about getting inspiration through as many forums as possible. Outside influences lead to fresh ideas, so continuing to learn is crucial for maintaining marketing excellence. Here are some of my favorite sources of new inspiration: Podcasts: How I Built This, Something You Should Know, Unthinkable, Dare to Lead, and Sharebird’s Product Marketing Experts Newsletters: Marketing Brew, Direct to Consumer (DTC), Stacked Marketer and AdAge Alerts The casual focus group ...Read More

This comes down to strong relationships and a history of adding value. So if you take away nothing else, please remember to invest time upfront in building a great relationship with Product and in demonstrating the value that PMM brings to the table early on. In terms of a framework, I break it down into two types of milestones: calendar milestones for higher level planning and project milestones for work-level alignment. Calendar milestones: Product planning: Usually this happens two or four ti ...Read More