John Hurley

I feel your pain!  - Templates - Prioritize with execs what will drive impact + Set expectations internal - Google alerts One other thing to think about...How can you use market research for multiple purposes...so much internal content that gets created can be tweaked and shifted by 20% to ...more

Here is the competitive intelligence mission statement I've used for several years (repeat from previous post but will add more detail).  “Define ourselves based on problems we solve and value we provide, not your competition. But also equip ourselves to stand out from competition and win agai...more

Ensure verticalization aligns well with core competencies, market perception, ability to deliver and differentiation. If you do not clearly understand the definition of the target vertical, the trends in that vertical’s consumer or enterprise user market as well as the size of the opportunity, it...more

Used on its own, market research is a reasonable tool for getting gaining and sharing knowledge on customers, markets, and competitors. What market research won't do is tell you if you have the right solution. For that, you need to run experiments to test if there's a good fit between the problem...more

What I love about product design teams is how differently they think and create. They tend to be really amazing at information design. PMM can create strong foundations – let's say user personas – and UX researchers and designers might totally reimagine how to display personas relative to their o...more

PMM can bring the perspective from beyond the user. What are the markets, influencers, our executives, analysts, and competitors saying. If PMM is the subject matter expert – if they have a mind map for all the places where knowledge lives inside and outside the organization, then PMM again is th...more

Align on needs and get buy-in on the program from key stakeholders upfront, otherwise, you will just be reactive and the expectations will be that every request is handled and every asset is up to date. By setting a strategy upfront, defining the set of deliverables and the cadence at which they'...more

I like to create what I call an Opportunity Assessment. Here is the general table of content for the presentation:  - Problem Hypothesis - Target Market - Market Opportunity - Business Metrics / Revenue Strategy - Competitive Landscape - Our Differentiated Solution - Basic Solution Requirements ...more

It's about grounding the organization in an understanding of the market opportunity, ecosystem, mindset, external factors impacting potential buyers. There's so many flavors with different goals...Market Sizing (whats the market attractiveness), Pricing research (how do we maximize business value...more

PMM experience do make for great first marketing hires, especially in B2B. They tend to have a broad T-shape skill set. Depending on your goals and business, try to understand where your product marketing hire has "gone deep". They will likely have some focus on 2-3 of the following: packaging an...more