This is largely industry specific. Definitely research your market and listen to
the data. An extremely important data point that should come your way is from
your sales motions and how your plays work with each audience. It's important
though to resist the tempation to over segment - that's a ra...more
There are a variety of low touch and high touch research methods we've used over
time. Most recently what's been on my mind has been the value of Closed Won/Lost
interviews for earlier stage products.
As companies scale they're likely to have existing products that have been in
the market for...more
When constructing your brand and messaging hierarchy it's valuable to have a 50
thousand foot view of the position for what your company represents, that helps
anchor all of your audiences to what you do and what you represent. It also
helps align the unique value prop for each audience to a cent...more
Simply put, it's marketing to a niche audience centered around a specific set of
needs. Examples include developing a deep focus in industries such as Real
Estate, Education, Healthcare, or others. By comparison, a horizontally focused
product marketing strategy aims to find how a given product c...more
In short, neither. I wouldn't look at this as "harder to work with" as much as
I'd suggest investigating how you set up your goals and expectations.
Both product and sales are invaluable partners.
Both generate compelling user insights. Product happens to generally generate
them earlier du...more