Volume of customer stories NEW PRODUCT REVENUE • Market insights for product roadmap • Product launches • Activation & retention SALES EFFECTIVENESS • Onboarding & collateral • Deep customer stories • Objection handling Some options for focus COMPANY PROBLEMS AND POTENTIAL FOCUS AREAS
syntheses • Top requested product features by customer segment • Top concerns to address from NPS feedback • Top competitive gaps where we lose deals • Top objections to train sales on handling IF EVERYTHING IS IMPORTANT, NOTHING IS IMPORTANT.
YOUR ORPHANS SERIES A #ALLOFTHETHINGS MARKETER 1 • Messaging • Demand Gen • Product Launches • Case Studies Orphans • Anything that’s not completely on fire SERIES B LIGHT SPECIALIZATION PMM 1 • Features 2 & 3 • Competitive Intel PMM 2 • Features 1 & 4 • Sales Content Needs Orphans • Features 5 & 6 • PR & AR SERIES C ALMOST TO A MATRIX PMM 1 • Product Area A • Customer Persona 1 PMM 2 • Product Area B • Industry Campaign PMM 3 • Product Area C • Conference Content Orphans • Customer Persona 2
would be high-impact. That’s the burden and joy of high-growth. • Even when you’re underwater and need a life raft, don’t rush your hires. Pink flags will likely turn into red flags later. Lessons learned the hard way YOU WON’T ALWAYS HAVE EVERYTHING UNDER CONTROL. THAT’S OKAY. DO ALL THE THINGS YOU CAN NEVER DO ALL THE THINGS
A MYTH • Here’s a secret: There is no perfect organizational structure (by product, by segment, a matrix). • Each one has pros and cons. • Align based on burning needs. BY PRODUCT LINE • Pros: Roadmap influence • Cons: Cross-product stories BY CUSTOMER SEGMENT • Pros: Aligned with sales/customer- focused • Cons: Lack of product influence MATRIX (GTM + PRODUCT) • Pros: Great coverage across PMM responsibilities • Cons: Lower quality execution/doubling up resources
your focus. Know your customer better than anything else. This is how you add value. Some areas will grow faster than others. You’ll never cover it all. That’s why this is fun. Adapt or die @DianaHSmith SCALING PMM AT A HIGH-GROWTH STARTUP