How do you proactively identify areas of the business where PMM can add the most value and make the biggest impact?

One approach to proactively identifying areas where PMM can add value is to conduct a thorough analysis of the market, competitors, and customers. This includes identifying gaps in the market and opportunities to differentiate, understanding the competitive landscape, and gathering insights on customer needs, preferences, and behaviors. Some questions to consider when conducting this analysis include: What are the key trends and challenges in the market? What are the biggest unmet customer needs ...Read More

There are four areas where I believe that PMMs can add the most value, and that’s where I usually start my assessment to identify the lowest hanging fruit: Product: Do we have product-market fit with our ideal buyer? Is our messaging differentiated and compelling? Is our pricing and packaging competitive? Demand: Are we targeting the right personas, industries, categories? Where are we winning and are we doubling down effectively? Are there untapped markets worth pursuing? Enablement: Are our wi ...Read More

1. Is the business taking a product to market, trying to achieve product market fit, or accelerate demand? I recognize that some teams might say, "All 3!" but if you had to pick one, what's most important?  2. Based on the answer above, product marketing can flex towards supporting product vs. sales. I like asking each functional leader what their top 3 needs are and actually exposing that list. Sometimes you get a pleasant surprise afterwards and both functions will actually request the same or ...Read More

It depends on what stage the business is at and what it's trying to do. Is the business in search of more demand? Are they trying to ensure a product launches without a hitch? Is there proper product market fit? Is there a bigger need for more strategy to properly position the product or audience in order to drive revenue?  The answer here will ultimately gear you more towards either helping product, sales, marketing, or enablement.  I do my best to always understand the level of complexity and ...Read More

Great question, I look at the data to identify areas of red and strategize against those ebbs and flows overtime. It's easy to get excited by ideas, but the data we have is the most tangible means of assessing performance/needs. Beyond data assessment, I have a regular sync with front line teams to suss out what's working, their needs, and also tour competitive playing field to ensure our bases are covered. These exercises ensure I'm approaching PMM execution and priorization with an informed le ...Read More