Fiona Finn

Depending on the outcomes desired (360* view of competition, product knowledge, pricing, positioning, etc.) there are a lot of different way to stay on top of a lot of different data points. In addition to using Google/ RSS Alerts: 1. Integrate as much intel into your current processes as possible- If your customers have to provide a cancellation notice, set a default checkbox to select if leaving to a competitor, and provide a text box to elaborate - Track migrations or transitions from another ...Read More

Not all relating directly to PMM's role in a release, but should always be on your radar: Assigning clear ownership of metrics to move and stakeholders of activities/ business areas as early as possible. A key DRI (direct responsible individual; whether PMM, VP, GM or other) is integral to successfully bringing cross-functional teams together, with a PMO a great aid in maintaining visibility and keeping things on track. (This can also fall to the DRI.) Test, track, tweak. Experience is a great t ...Read More

Timeliness and accessiblity are also key to providing value to your team.  Providing a list of month-end/ quarter-end killshots speaking to the most up-to-date intel and positioning you have on focused competitors (maybe trending that month) is not only going to be acknowledged, but can boost morale and (product) confidence in your team.  Creating a Slack channel or Salesforce group for competitive intel can be a great way to get new intel in front of people as it appears—and can be contributed ...Read More

As lawyers, you can imagine that our customers value referral and peer marketing as one of most genuine forms of selling and messaging. We're recently seeing the rewards of investing in solid customer narratives and segmentation of our customer base—and are learning more the entire time. https://www.clio.com/customers/  Side note: This content can be repurposed for a lot of different initiatives.  Sales use stories to validate adoption of the product by similar sized/ niche customers and as enga ...Read More

Don't do what hasn't worked in the past. Do a quick audit/ survey with teams and understand what are the most-utilized and successful assets available and training formats so you can automatically have the trust of the team.  Experiment with resources that you know your prospect will find value in, not just your sales team. e.g. "We need one-pagers". No one looks at PDFs anymore. Can you create a landing page that tells a story that they can tell, or a quick video that gets decision-maker buy-in ...Read More

I wouldn't say pricing and packaging are overlooked, but monetization and associated growth opportunities are often under-utilized as a means of improving launch/ go-to-market success: - Can you look at the pricing of a feature or product as a means of driving product-led growth e.g. a freemium version of a feature being leveraged to access top-of-funnel customers  - Does launch timing align with the opportunity to run promotions e.g. promotion annual offerings for stickiness  - Are you consider ...Read More

- Retros on strategic projects, especially those with cross-functional teams so you can identify previous learnings and opps for improvement, and quickly get up to speed on legacy experiences  - Centralization of customer feedback; can you do some quick analysis and theming of it to start to form an objective opinion on customer experiences based on data  - Pricing history; what has happened in the world of monetization before you to understand if there's revenue opportunities on the table as ea ...Read More

Start with discovery and a series of questions that you can consistently ask your stakeholders.  1. Understand them as humans: what motivates people, how they communicate, what they're passionate about, what parts of their job they feel best at. 2. Understand how they work: how they form strategy, how they build products, what data they trust, what data and strategy they lack and would love.  3. Understand how they position your product, what the value prop is, who your best-fit customers are.   ...Read More