Influencing the C-Suite
Influencing the Product Roadmap
Product Marketing / Demand Gen Alignment
Product Marketing vs Product Management
Product Marketing Stakeholders
When working with C-Suite executives, there are a few key habits that can help you build strong working relationships and effectively communicate your ideas: 1. Be prepared: Make sure you have thoroughly researched and thought through your ideas before presenting them to C-Suite executives.......Read More
At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More
If you have to improve the adoption rate of a SaaS product, where would you start?
Like what are the first things you would check/do?
I'd start with the data! This may mean tapping your data analysts, marketing analysts, basically anybody who is knee-deep in the metrics. What I would do first is attempt to map out the funnel for the product in question (if this doesn't already exist) - figuring out how people get to your websit......Read More
There are probably three major questions to answer when operationalizing a GTM plan: What is the governance? Meaning who is in charge? What is the division of labor? Who holds what decision rights (e.g., decide, influence, escalate)? When do you scale? There are two broad options: launch-and-......Read More
Great question. I always tell my team that as product marketers we are the bridge between product development and the broader marketing & sales teams. We focus relationship building and collaboration in 3 areas: 1. Product (development) team. At Square PMMs are embedded within the product t......Read More
I always fall back on the first rule of product management - "your opinion, while interesting, is irrelevant." Back your idea up with solid, detailed customer research. A good blend of qualitative anecdotes and quantitative research data will serve you well. Also, just general good advice for......Read More
I find that the key difference between influencing a 3 year product vision vs. features for the next quarter are about the precision / availability of information. The next quarter can typically be assessed pretty clearly. You can talk to customers / do research into what their needs are now and......Read More
Although the level of involvement a PMM should have on the product roadmap can vary widely (sales led or product led, is the a growth pm, how is PMM function structured at the company etc.), if there’s a PMM working there they should get a seat at the table at least. If the product team has neve......Read More
How do you influence the product roadmap without clear monetization targets for new features/products?
It's clear there is an opportunity, but currently hard to see how big of an opportunity.
The goal of any new product/feature releases is to allow your business to capture or retain slice of the market. It is important to have as much clarity as possible before enbarking on any development. Monetization or value creation is easy to gauge when similar features are already offered in......Read More