Working with Product with Dan Laufer, Head of Growth & Product Marketing at Nextdoor
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?
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
More generally, I'm a fan of PMM and PM co-owning sever...more
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...more
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...more
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
2. Given ...more
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 ...more
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:...more
I think there are three stages to product planning that involve a product
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...more