Hien Phan

Market sizing is about speed and precision in balance—getting a quick, reliable number when needed or going deep when you are required to. But while market sizing helps you understand the opportunity at hand, what truly matters is understanding who buys from you and why. For a startup, it’s often about quick sizing: TAM (Total Addressable Market) back-of-the-envelope calculations using industry benchmarks, competitor data, and first-principles thinking. You estimate the number of potential custo ...Read More

KPIs are hard for PMMs.  (1) we don't directly influence everything.  (2) we have a lot of indirect influence.  But my rule of thumb is figuring out your North Star Metric, meaning what is that one metric you can influence that drives say, pipeline, and what are those input metrics? For example, if you're doing a sales play, your input metric might be how often they have used your messaging (Gong is a great tool for this) or your assets (Highspot). In this simplistic example, your North Star Met ...Read More

When I think of GTM, it's from demand to advocacy. You aren't responsible for every step of this journey but are a significant contributor to enabling and owning the customer buying journey. Questions I always ask myself when I join as a GTM PMM are as follows: 1. Do my fellow marketers have what they need to create demand, growth, and brand campaigns? Do they have the strategy, positioning, and message to do their job? Do they understand the persona/ICP segments? What's missing? How can I enabl ...Read More

I have no idea how you prep your presentation. But for an assignment like this one, I think what employers want to test is your ability to assess the problem and provide a solution. So before I would even start on the assignment, I would try to highlight the problem statement. What problem is this product trying to solve? Who are you solving it for? And importantly, is this a problem, the user recognizes or not at all? These questions will help you detail your strategy before you go into messagi ...Read More

The main difference is around change management. When SMB and mid-market companies buy software, there isn't a huge change management aspect because of their size. "Enterprise," defined as more established companies like (P&G, etc.), would like to know how you will help them succeed with your software.   So this means services, solution partnerships, and etc. The other two differences are pricing and packaging and multiple persona messaging. Enterprise like to buy with scale and with value, ...Read More

Whether a brief or a presentation, you should always have a core internal doc outlining your strategy and roadmap. I am religious about this exercise—given that it will evolve. Otherwise, you're doing something that someone might not agree with, which will screw up your GTM efforts.  Within that presentation, you should have documented your core persona and ICP, competitive landscape, positioning, messaging, differentiated value, and capabilities. Alignment shouldn't just be the broader GTM team ...Read More