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Dan Laufer
CEO, PipeDreams Ventures
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Dan Laufer
PipeDreams Ventures CEO • January 14
That's a great question. It depends a lot on the product of course. There are some products that lend itself to a soft launch before we put any marketing effort behind it in which case quantifying marketing impact is pretty straightforward. More generally, I'm a fan of PMM and PM co-owning sever......Read More
1901 Views
Dan Laufer
PipeDreams Ventures CEO • January 14
I think a good PMM should take the stance that "I'm going to know everything about the product, competitive landscape and our customers." If you do that well there are several ways to prove value to PMs, for example: 1. Provide competitive insights/positioning they may be missing. 2. Share a ......Read More
1523 Views
Dan Laufer
PipeDreams Ventures CEO • January 14
I think there are three stages to product planning that involve a product marketer: 1. Before the roadmap is set (helping inform what the product should be), 2. While the product is being built (ensuring it'll make sense to customers), 3. When the product is getting ready to launch (positionin......Read More
1257 Views
Dan Laufer
PipeDreams Ventures CEO • January 14
That can be very tough. Similar to another answer I wrote, I think a lot of this is interpersonal which makes specific feedback tough without more context. A few ideas to hopefully help: 1. Assume best intentions. Presumably product wants the same end outcome as marketing/research. 2. Given ......Read More
1254 Views
Dan Laufer
PipeDreams Ventures CEO • January 14
There are good arguments for either. My team is in the marketing org so I have a bias towards that structure :) Ultimately it comes down to people and where you think PMM can have the most impact and benefit from a resourcing and influence standpoint. I don't think there's a dogmatic answer or a......Read More
1161 Views
Dan Laufer
PipeDreams Ventures CEO • January 14
There are a few touchpoints here: 1. Our sales team posts a report after meeting with a prospective client that gets shared with all revenue stakeholders including marketing and product. So we're all seeing feedback on a per client basis although admittedly that can be a lot to con......Read More
1144 Views
Dan Laufer
PipeDreams Ventures CEO • January 14
That's tough since a lot of it is interpersonal dynamics. I don't think there's a silver bullet but a couple thoughts that might help: 1. Bring product into some of the meetings/focus groups where you're hearing the feedback. That may help them crystallize what you're hearing. 2. Set up a 1:......Read More
908 Views
Dan Laufer
PipeDreams Ventures CEO
Working with Product with Dan Laufer, Head of Growth & Product Marketing at Nextdoor
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Connect with Dan Laufer on Linkedin: https://www.linkedin.com/in/dlaufer/ Join Dan on Sharebird here: https://sharebird.com/profile/dan-laufer Questions we covered in this episode: 1. How do you add value to PMs and the product team? 2. How do you build a good relationship with Product? 3.......more
Credentials & Highlights
CEO at PipeDreams Ventures
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, CA
Knows About Platform and Solutions Product Marketing, Product Marketing Career Path, Establishing......more