How does product marketing own more of the funnel strategy (acquisition, conversion, retention) rather than just support revenue growth reactively?

Answer

4 Answers

Stakeholder Management

Natalie Louie

ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y

PMMs can be more proactive to own more of the funnel and customer journey when they expand their expertise to have a say in or own the pricing and packaging strategy. PMMs already connect the dots between customers and products and know how to deliver value across the entire customer journey. We deliver value through our positioning, messaging, story telling, content creation (pitch-decks, case studies, webinars, campaigns, white papers, website, etc..), product launches, competitive intelligenc ...Read More

1,831 Views
Alina Fu

Microsoft Director, M365 Copilot for storytelling and narratives, sales enablement, and compete • 4y

I partner very closely with the VP of Rev Marketing to make sure we have a coordinated funnel strategy. We are in constant communication and alignment for acquisition, conversion and retention. In addition, product marketing measures deals influenced for attribution. Our product marketing team’s metrics are quite different from rev marketing team’s metrics, so I don’t feel the need to own more of TOFU. However, I have a vested interest in conversion and retention, which is where my product marke ...Read More

1,014 Views
Dave Daniels

BrainKraft Founder • 8y

I'll guess you're frustrated with reacting to what your sales team wants rather than what it needs. Instead of "own" I'd like you to focus more on "influence". You will do yourself a huge favor if you map the Buyers Journey and start to analyze where sales deals fall apart. Focus on finding the step where deals are lost and do something about it. Do this is a continuous process. Over time you'll improve the W/L ratio and get recognition for your efforts.

645 Views
Elizabeth Brigham

Davidson College Director, The Jay Hurt Hub for Innovation and Entrepreneurship • 8y

I'm not sure I'm fully understanding the premise of the latter half of this question, so I will address the first part. For those interested in this question, if you can provide me more explanation around what you mean by "support revenue growth reactively," I'm happy to respond. On the former, how can product marketing own more of the funnel strategy. I'll highlight how we're working at Morningstar on my team in the three areas you laid out: Acquisition - Product marketing has a particularly st ...Read More

1,691 Views