PMM ultimately shares adoption goals with Product. There's two sides to adoption though: awareness and usage. PMMs focus is primarily in driving awareness and education (how and why you should use the feature), and Product's focus is usabilty (building a feature that solves a real problem). Because PMMs shares adoption goals with Product, it's important that PMM share back to Product user insights and barriers to adoption. To do this, you need to track performance of each channel involved in the product launch, track awareness levels, and identify if users are not adopting a feature even if they're aware of it. If that's the case, you need to do user research to understand what's not working and share those insights with product. It's important to keep supporting features even after launch in order to sustain levels of adoption, especially as new users join your platform.
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Credentials & Highlights
Head Of Product Marketing at Xero
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Product Launches, Influencing the Product Roadmap, Messaging,
Product Marketing Caree...more