Francis_Larkin_successful_product_marketing

Transcript

1. Francis Larkin
   From Series A to IPO:
   Successful Product Marketing
   at Companies of Every Stage
   

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2. Hi, I’m Fran.
   EARLY STAGE LATE STAGE SEED STAGE MID STAGE MID STAGE
   

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3. All high-growth companies go
   through regular S-curves
   

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4. Where is the traction?
   Why isn’t this going anywhere?
   Ok, maybe it’s not hopeless
   Wow, what is happening
   Help! Too many customers!
   We are all going to be rich!
   We are doomed!
   What went wrong?
   Growth
   Time & Effort
   

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5. Growth
   Time & Effort
   Market / Product Shift
   Market / Product Shift
   Market / Product Shift
   

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7. Launch
   Everything
   Day!
   

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10. Riding those S-curves
    as your company grows
    1. The changing role of PMM
    2. Specialization as you scale
    3. Staffing as you scale
    4. Maturing processes
    

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11. EARLY
    STAGE
    LATE STAGE
    & PUBLIC
    SEED
    STAGE
    MID
    STAGE
    

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12. EARLY
    STAGE
    LATE STAGE
    & PUBLIC
    SEED
    STAGE
    MID
    STAGE
    

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13. EARLY
    STAGE
    LATE STAGE
    & PUBLIC
    SEED
    STAGE
    MID
    STAGE
    

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14. EARLY
    STAGE
    LATE STAGE
    & PUBLIC
    SEED
    STAGE
    MID
    STAGE
    

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15. Distribution of Product Marketers by
    Company Stage
    20%
    EARLY STAGE
    32%
    LATE STAGE
    & PUBLIC
    5%
    SEED
    40%
    MID STAGE
    4%
    OTHER
    Source: Product Marketing Alliance, State of Product Marketing Report 2019
    

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16. The most common
    products and customers
    that PMMs work on
    Source: Product Marketing Alliance, State of Product Marketing Report 2019
    

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17. The most common
    products and customers
    that PMMs work on
    71%
    Market to businesses
    Source: Product Marketing Alliance, State of Product Marketing Report 2019
    

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18. The most common
    products and customers
    that PMMs work on
    71%
    71%
    Market to businesses
    Work on digital products
    Source: Product Marketing Alliance, State of Product Marketing Report 2019
    

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19. The Changing Role of
    Product Marketing
    

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22. The Changing Role of Product Marketing
    & Common Profiles
    SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    Primary
    Responsibility
    Find
    product-market fit
    with an audience
    Typical PMM
    Profile for Stage
    Marketing
    generalist (may
    not have a PMM
    title)
    

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23. The Changing Role of Product Marketing
    & Common Profiles
    SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    Primary
    Responsibility
    Find
    product-market fit
    with an audience
    Test distribution
    channels to reach
    target customers
    Typical PMM
    Profile for Stage
    Marketing
    generalist (may
    not have a PMM
    title)
    Marketing
    generalist with
    channel
    experience
    

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24. The Changing Role of Product Marketing
    & Common Profiles
    SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    Primary
    Responsibility
    Find
    product-market fit
    with an audience
    Test distribution
    channels to reach
    target customers
    Scale GTM to
    grow market
    share
    Typical PMM
    Profile for Stage
    Marketing
    generalist (may
    not have a PMM
    title)
    Marketing
    generalist with
    channel
    experience
    Experience with
    space or core
    audience
    

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25. The Changing Role of Product Marketing
    & Common Profiles
    SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    Primary
    Responsibility
    Find
    product-market fit
    with an audience
    Test distribution
    channels to reach
    target customers
    Scale GTM to
    grow market
    share
    Go deeper &
    expand into new
    markets
    Typical PMM
    Profile for Stage
    Marketing
    generalist (may
    not have a PMM
    title)
    Marketing
    generalist with
    channel
    experience
    Experience with
    space or core
    audience
    Deep
    understanding of
    market dynamics,
    vertical needs or
    new audiences
    

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26. Specialization as you scale
    

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27. Specialization of Product Marketing
    related activities
    SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    Little specialization
    across the entire
    marketing team
    

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28. SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    Little specialization
    across the entire
    marketing team
    Product marketing
    wears many hats
    Specialization of Product Marketing
    related activities
    

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30. Specialization of Product Marketing related activities
    SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    Little specialization
    across the entire
    marketing team
    Product marketing
    wears many hats
    Brand & Content
    development
    Sales enablement &
    training
    International and new
    markets
    Analyst relations
    

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32. SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    Little specialization
    across the entire
    marketing team
    Product marketing
    wears many hats
    Brand & Content
    development
    Scaling sales
    International and new
    markets
    Analyst relations
    Market intelligence /
    competitive
    Verticals and solutions
    Investor relations
    Research capabilities
    Marketing operations
    Pricing and forecasting
    sophistication
    Specialization of Product Marketing related activities
    

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33. Staffing as you scale
    

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34. Staffing by Company Stage
    Source: Based on job title information on LinkedIn
    SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    PMM Staffing Few, if any, marketers
    Example
    Companies &
    PMM-to-PM
    Ratio
    

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35. Staffing by Company Stage
    Source: Based on job title information on LinkedIn
    SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    PMM Staffing Few, if any, marketers A few marketers,
    perhaps one or two
    PMMs
    Example
    Companies &
    PMM-to-PM
    Ratio
    • Bolt (1 : 3)
    • Clearbit (2 : 3)
    • Front (2 : 4)
    

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36. Staffing by Company Stage
    Source: Based on job title information on LinkedIn
    SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    PMM Staffing Few, if any, marketers A few marketers,
    perhaps one or two
    PMMs
    Small teams, ratios
    vary widely
    based on GTM
    approach
    Example
    Companies &
    PMM-to-PM
    Ratio
    • Bolt (1 : 3)
    • Clearbit (2 : 3)
    • Front (2 : 4)
    • Nextdoor (2 : 5)
    • Lookout (3 : 7)
    • Flexport (3 : 12)
    • Blend (5 : 13)
    • Confluent (6 : 18)
    

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37. Staffing by Company Stage
    Source: Based on job title information on LinkedIn
    SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    PMM Staffing Few, if any, marketers A few marketers,
    perhaps one or two
    PMMs
    Small teams, ratios
    vary widely
    based on GTM
    approach
    Generally see a ratio of
    2:1 to 3:1 of product
    managers to product
    marketers
    Varies based on business
    model and GTM
    Example
    Companies &
    PMM-to-PM
    Ratio
    • Bolt (1 : 3)
    • Clearbit (2 : 3)
    • Front (2 : 4)
    • Nextdoor (2 : 5)
    • Lookout (3 : 7)
    • Flexport (3 : 12)
    • Blend (5 : 13)
    • Confluent (6 : 18)
    • Slack (12 : 27)
    • Snap (12 : 42)
    • Mailchimp (14 : 32)
    • Box (21 : 36)
    • LinkedIn (174 : 419)
    • Adobe (236 : 517)
    • Salesforce (343 : 317)
    

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38. PMM-to-PM Ratios at Late Stage / Public
    Technology Companies
    Source: Based on job title information on LinkedIn
    

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39. Maturing Processes
    

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40. Common Product Marketing Processes
    SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    • Processes?
    

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41. Common Product Marketing Processes
    SEED STAGE EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    • Processes?
    

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42. Common Product Marketing Processes
    EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    ● Repeatable patterns from
    past successful launches
    

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43. Common Product Marketing Processes
    EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    ● Repeatable patterns from
    past successful launches
    ● Messaging frameworks
    ● Marketing briefs
    ● Launch trackers
    ● Launch review meetings
    ● Kickoff meetings
    ● Sales training processes
    ● Campaign tracking
    

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44. Common Product Marketing Processes
    EARLY STAGE MID STAGE
    LATE STAGE
    & PUBLIC
    ● Repeatable patterns from
    past successful launches
    ● Messaging frameworks
    ● Marketing briefs
    ● Launch trackers
    ● Launch review meetings
    ● Kickoff meetings
    ● Sales training processes
    ● Campaign tracking
    ● Advanced customer
    segmentation
    ● More robust customer
    feedback processes
    ● Opportunity assessments
    ● Long-term product and
    marketing planning
    ● Formal campaign planning &
    budgeting
    ● More sophisticated pricing &
    forecasting
    ● Regular analyst briefings
    ● Updates for earnings calls
    

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45. Recap
    1. The changing role of PMM
    2. Specialization as you scale
    3. Staffing as you scale
    4. Maturing processes
    

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46. Thank you
    Francis Larkin
    fran@invisionapp.com
    linkedin.com/in/flarkin
    

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