Lauren Craigie

Lauren Craigie

Director of Product Marketing, dbt Labs

AMA's

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Lauren Craigie
Director of Product Marketing
As noted in a similar question above—DATA. But I don't think the word "influence" is quite right. I really don't think PMMs should have an agenda when it comes to roadmapping. I think our role is to represent the needs of users, and bring data to PMs to help them navigate that decision making pro...more
Lauren Craigie
Director of Product Marketing
Interests: What kind of questions do you want to answer? This is just my personal take, and probably oversimplified, but if you're driven by optimization questions like "Who is getting the most value out of this?" "How do we better articulate what this thing does?" "How do we increase close rate...more
Lauren Craigie
Director of Product Marketing
Customer segmentation—who cares the MOST, why are they using us, what are their alternatives, why would they stay, why would they leave. Both qualitative (interviews), and quantitative( (product usage and sales cycle data).  I think getting incredibly clear on user profiles, habits and motivat...more
Lauren Craigie
Director of Product Marketing
Yes depending on the type of feedback sought we have different owners, but we are trynig to move to a place where the Customer PMM owns tracking of outreach (we don't want to ping the same account 7 times across different deparments). In-product NPS is owned by customer success, but interviews...more
Lauren Craigie
Director of Product Marketing
I think both, though the latter (naming, branding, messaging, etc) seems to be the default for most PMMs. If PMMs want to partake in the beginning of the cycle—what's actually being built, they need to bring new data—not just personal opinions. Product managers have a product vision that align...more
Lauren Craigie
Director of Product Marketing
I've always felt like this question felt a bit like, "who owns features, engineering or product?" Both teams are responsible for different points in the lifecycle.  In my ideal version of the world, pricing overhauls (a new pricing strategy like moving from seats to usage), is managed by a pro...more
Lauren Craigie
Director of Product Marketing
Any frustrations I have are either a reflection of my ego getting in the way, or a failure on my part to communicate expectations or demonstrate value.  Some examples: * Sometimes it's frustrating when sales comes up with their own messaging, and slideware. However, if they're doing that ...more
Lauren Craigie
Director of Product Marketing
oh mylanta I love this question. I think a lot of this can be an interative process with the PMM, but I think the things I see most often left out of these documents that could completely change the way a new feature is positioned includes: - Not just what problem this solves, but how was the ...more
Lauren Craigie
Director of Product Marketing
Ah I'm sorry you're in that situation. PMM should be part of product roadmapping meetings, since everything that's in the queue should be going through some sort of business valuation (what is the cost/benefit of putting this feature into the world). But I think stepping back to understand the...more
Lauren Craigie
Director of Product Marketing
Oh interesting! I've done both, but I truly believe PLG is the future for everyone. Or, I should say the paths are likely to converge!  New organizational structures that are empowering end-users to make more decisions for themselves, coupled with extremely efficient try>buy experiences are re...more
Credentials & Highlights
Director of Product Marketing at dbt Labs
Top Product Marketing Mentor List
Lives In Bozeman, MT