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What are some examples of "quick wins" you should aim for in the first 90 days?

4 Answers
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content MarketingJanuary 12

Start with my 30/60/90 day plan. I embark on this process and begin looking for where I can dive in for my quick wins.

You never know what scenario you are walking into or which project has suddenly been prioritized when you first start. The key is listening for what people are working on, understanding why it’s important and raising your hand for anything you know you can do with your eyes closed. I have 10% execute in my first 30 days because that is me working on my win. Then each 30 days thereafter ramps up my time spent executing and delivering more wins.

I've joined companies where I took full control of a product launch, created all the decks for a conference, launched new partnerships and pricing strategies in my first 90 days. Your company hired a PMM because a board member or executive knows they need you, so look for all that low hanging fruit. 

QUICK WINS EXAMPLES

  • Product Launches: are they planning one or in the midst of one? Jump in to run it, help/takeover an aspect of it, uplevel the launch plan line items
  • Press Release: is there a PR going out? Ask to write or review it and uplevel it.
  • Acquisition: are they acquiring a new company? Help with how to message and position the new partnership
  • Conference: do they have a user/customer/internal conference coming up? Dive in and volunteer to help with the decks, speakers, storyline and content.
  • Competitive: hear lots of chatter about competitors? Offer to deep dive on collecting research and create some battle cards with your killer template
  • Product Market Fit: did you join before product market fit? Start doing research to define ICP, Personas, TAM, SAM, Competitors and map the Customer Journey
  • Marketing campaigns: look at existing campaigns and help create content, position content better, discuss which new channels to activate, ensure campaigns are integrated
  • Content: look at existing content and uplevel it, create what’s missing ASAP or help organize it better
  • Video: think they could do more? Help create a good video for their website or marketing
  • Website: looks lackluster or they want to update their website? Jump in to help with strategy and delivery, definately fix any copy/messages that aren't clear
  • Hiring: have open headcount or gaps? Help hire, close top candidates, refer good people you've worked with before
  • Blog: offer to ghost write a blog with Eng or Product
  • Webinar: help create content or present on a webinar
  • Monetization: pricing a new product? Jump in to help them figure out value, pricing and packaging
  • Partner: are they announcing a new partner? Help message and position it
  • Gaps: see a hole? If you can’t fill it, offer to find and manage a contractor who can and bring them onboard, so you can have a win together
  • See something that is confusing or doesn’t make sense? Speak up, ask questions and dive in to help bring clarity

6833 Views
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product MarketingJanuary 20

This is a hard question to answer because it is pretty dependent on your company's industry, business model, gtm strategy, etc. However, I'll give some examples I've come across in my experience. 

1. Website. As a marketer, your website is your storefront - and there are endless ways to continue to improve it to maximize results. Whether your business is built on a self-serve model or you are 100% sales-led - the role of the website is an integral one - spefically in letting prospects and custoemrs know you understand their pain points and have a solution that can help solve them. So - spend some time evaluating your company's website - especially while you have fresh eyes as an outsider, and note ideas for how to optimize. Look at product positioning, audience targeting, clearly articulating value, CTAs, etc. There are likely many quick wins to be found 

2. GTM plans. Take a look at how new products and features are currently being brought to market to prospect and existing customers. There are likely quick wins here as well. If there isn't a current GTM template, create one. That is a really great quick win. Make sure your company is taking products to market with the right channels based on what is being released, and to the right audience. Are announcements segmented? (if your company doesnt have clear segments - this should be something on your list of things to help tackle). Are there new and creative ways to get your audiences attention (not everything needs a billboard) -- this can be a clever social media strategy, or in-house videos. When I started at Intercom, the PMM team created 'quick look' videos that were short videos made by an individual PMM, delivered in product. They were not shiny, or overly polished - just a way to connect as humans to customers that didnt require a massive budget or an eloborate project plan. Just a PMM, a script and screen recording software. 

3. Sales assets. There are many ways to support a sales team, and hopefully once you've done your listening tour you'll have identified a few areas that are low hanging fruit. I'd say often times an item that shows up on sales wishlists is competitive intel. Not just a feature comparison grid, but how your company can and should win in deals against specific competitors. This is a great first project to take as it often kills a few birds with one stone. on Usually, with some dedicated space and time carved out to do research, this research can be tackled fairly quickly - and as a new person in the company it is a great way to get up to speed on your product and market and build context. You can also start by delivering the content in small digestable pieces. Talking points to SDRs/BDRs, a battlecard for all of sales, a live training, feature deep dives, etc. 

1067 Views
Sherry Wu
Sherry Wu
Gong Senior Director, Product MarketingMay 12

It totally depends on what's already there when you've arrived ;) What's easier to answer is what is OFF the table -- pricing refreshes, website overhauls, launching a strategic narrative. Those are big, time-consuming initiatives that shouldn't be undertaken without a foundational understanding of customer, market, product (and that takes time to develop).

Some examples of quick wins I've delivered include:

  • Creating a single resource for product releases -- this made our CS org insanely happy, because nobody could keep up with all the changes in the product.

  • Setting up a monthly blog to share with customers -- this made our sales and customers happy, because the company wasn't publishing ANY external collateral on what was new.

  • A readout of any customer interviews you've done. It's likely that the leadership team hasn't done extensive customer research for some time. As a PMM, you're able to offer fresh perspective on customers' careabouts, reasons for buying, challenges, etc.

  • Setting up a launch calendar to help product and marketing teams get visibility into key themes and major launches.

4826 Views
Aurelia Solomon
Aurelia Solomon
Salesforce Senior Director, Product MarketingOctober 19

This really depends on what your business needs! I would recommend assessing what you believe will help the business move the needle the most to achieving their goals (for that quarter, year etc). A few examples I've done as quick wins

  1. Organize a Customer Advisory Board (customer list + invites, topics for discussion)

  2. Competitive research - build some scrappy competitive battle cards (something is better than nothing!)

  3. ICP Research & build buyer persona cards (and then enable sales, marketing, and the business on how to use these)

  4. Relationship building!! This one is a little more mushy to measure but quick wins would being able to have some go-to folks (peers & execs) that will help you get buy-in and support.

  5. Revamp the product demo (either the demo tour on the website or how your PCs/reps demo the product).

    Ensure the demo is a story showing pain and talking about value

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