I have a 5-step approach that i've developed over time. It does change based on
the situation, but the main flow typically stays in tact. I presented this at an
event, so you can watch the full breakdown here.
Vanessa’s 5-Step Approach for Successf...more
Everyone in your business knows something about your market, and your customers.
So its not only important to do the research but to make sure you share it with
enough people in your business to validate that you dont have any blindspots or
other elements that you’ve missed.
You dont need to hav...more
If your company uses a tool like Gong.io that is the most non-intrusive way to
glean insights from sales conversations. It's a great tool that lets you search
key topics in an easy way.
If Gong isn't an option to you, then work through your sales team. Be
intentional about which customers you’d...more
Based on your question detail, it sounds like you are targeting some specific
persona details. If you have the time and capacity to take the approach you
described, then it's a good way to do it.
The other is to use a third party. I've used a few in the past, SurveyMonkey and
The outcome you are targeting with your competitive research plays a role in the
efficacy of your research method. So have the outcome in mind before you start,
that way you will already be on the path to success!
Competitive positioning - There are plenty of tools around like Klue, that
Competitive Battlecards are the best asset for sales but remember to KISS (keep
it stupid simple). Sales are often pressed for time so how can you clearly pick
apart your differentiators (vs the competitor), give the rep a compelling reason
it matters, and even lay some trap setting questions.
Personas are the way you bring segmentation and targeting to life by
understanding what ‘motivates’ the buyer. If you don't have a good sense of the
motivators, needs, and wants of your buyer, then i’d make a bet that your
marketing spend isn't optimized and your deal cycle times are longer than ...more
When looking to identify target verticals, I always prefer a data driven
approach. I'd work up a detailed analysis exercise and build a vertical based
TAM. I have a go-to bubble chart that I like to develop which is based on the
growth rate of each (CAGR, y axis) vs the revenue opportunity (x axi...more
Build a mutual goal and you will be on a great path to a collaborative
partnership. The main difference between the two is that PMMs need to think
about the broader market which includes the buyer or the person signing the
check (to build a strategic GTM model) and the UX team needs to think abou...more
You may be looking at a broader trust issue and its likely that the research and
the data you are bringing back is likely only a symptom of this. One of the key
soft skills as a PMM is to influence without authority. So think about what
motivates your product team, and use that to influence them ...more