Matt Kaufman

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