A Cheat Code to Establishing PMM with Retool’s Head of Product Marketing, Kevin Garcia
Kevin leads the product marketing function at Retool, an early stage startup and
platform for developers to build internal tools. In this interview he and JD
discuss growing your personal career and how to identify areas that both
challenge and energize you. They discuss what it’s like to be a ha...more
Video: Adventures in Messaging: S02E03 with Kevin Garcia, Head of Product Marketing at Retool
August 11, 2021
Research does more than just inform product positioning and messaging — it helps
build conviction around how to move forward as a company. The key is to ask
specific and nuanced questions; listen to what the research is telling you; and
pivot accordingly. In this episode, Kevin Garcia, offers awe...more
Most teams are protective of their clients for a reason. Perhaps they're worried
about promises made to the client. Maybe they have a really important sales
conversation coming up. Maybe the customer just experienced leadership changes
and the account team is trying to win the new leader over.
I like Typeform (super simple for users, works for my use case right now) for
surveys where I have pointed questions on a research topic, and also work with
other teams to run evergreen G2 campaigns and NPS surveys which I think give you
an ongoing thread of general feedback.
Extracting value ...more
Make it jointly owned. Your team will (almost certainly) not grow as fast as
sales, success, support, etc. Even talented PMMs struggle to keep these things
relevant and useful for every season of the company’s journey.
So rather than boil the ocean, make it everyone’s responsibility. If your b...more
100%. It’s a great option when you either 1) don’t have a direction and need to
narrow your field of view or 2) you have very similar finalists for messaging
and are hoping to choose a winner.
Note that surveys rarely have crystal clear results. You’ll still need some
amount of qualitative or ...more
I think competitors are important, but developing your own unique perspective of
who you are, what makes you different, and who you serve is 10-100x more
A short-ish anecdote: I used to work at AdRoll, which helps small businesses
advertise on Google, Facebook, and everywhere else (...more
I think market research (and all research, really) needs to be right-sized to
the problem that you’re trying to solve. If you’re doing market research to name
a tiny feature, that’s very different from analyzing the market to change your
pricing model—so your investment into the research should l...more
I like to break this down into: product research, messaging research, GTM
Product research is research you do to inform the product the team builds. This
almost always manifests in alpha and beta testing, but it can also be a specific
research project you tackle.
I think every PMM benefits from talking to customers. In some cases, it helps
polish what you already know. In others—like in my case—you’re marketing to an
audience you do not belong to, and talking to customers helps you see the world
in a way you normally wouldn’t.
I’ll speak to my preferen...more