PM vs PMM: How to go to market

Transcript

1. PMs vs PMMs - what’s the difference? Everything you need to know to go to market as a product team Andrea Saez
2. About Me • Currently Senior PMM @ Unmind • Product Manager/Product Marketer for over 10 years • Author of the book “The Product Momentum Gap” 2
3. 3 –SOMEONE “Product Management can't operate without talking about go-to-market.”
4. Responsible for strategy, direction, and reaching outcomes of the product. 4 Responsible for selling value and taking the product to market. PM PMM PM vs PMM
7. 01 Who are we building things for Who? Questions PMMs need to answer 02 What problem are we solving? What? 03 What is the value that this brings? Why? 04 How are we pricing / packaging the feature or product How? 7
8. 8 What does this look like in practice? Discovery Design Development Release PM • Mapping product to business goals • Identify customer challenges and opportunities • Define problem to solve • Experiments • Wireframes, mockups, testing solutions • Executing on solution • Preparing to bring to market • Release • Metrics • User feedback • Iteration PMM • Market research • Customer research and feedback • Competitor analysis • Help define problem to solve • Help with beta testing and identifying target users • Positioning (How/What are we selling?) • GTM strategy • Messaging • Internal comms and training • Pricing/Packaging • Release Notes • Metrics • Market and user feedback
9. 9 Sales-Led Product-Led Hybrid Description Selling to mid-market and enterprise companies, relying on high-touch sales model. B2C or B2B focus, using product to drive adoption, sales and upsell. Combination of self-serve and sales driven models for various market segments. PMM Goal Generate SALs (sales accepted leads) Product activation, adoption, and engagement Sales pipeline + product adoption Focus Areas • Positioning and messaging • Buyer personas • Competitor analysis and market research • Sales enablement • Launches • Analyst relations • Positioning and messaging • Buyer personas • Competitor analysis and market research • Launches • In-app messaging, tours, experimentation • Pricing/Packaging • Positioning and messaging • Buyer personas • Competitor analysis and market research • Launches • In-app messaging, tours, etc • Sales/CS enablement • Pricing/Packaging KPIs • Accepted pipeline (SALs) • Win/Loss rates • Retention rates • Revenue expansion • Qualified leads • Account signups vs conversions • Retention rate • Time to conversion Hybrid approach
10. 10 –ANDREA SAEZ “A launch does not begin when the feature is done. It begins when the team decided to solve the problem.”
11. 11 Q&A