1. A Dynamic Duo:
Hacking the Product-Product
Marketing Relationship
By Eventbrite VP of Product
productschool.com

2. Accelerate your Product Management Career
Certifications
Product Manager
Certification™
Product Leader
Certification™
productschool.com/online

3. Team Training
Level Up Your Team’s
Product Management Skills
productschool.com

4. Resources
Free Product Management Resources
Events Courses Podcasts
Newsletters Communities eBooks and
Reports
productschool.com/resources

5. A Dynamic Duo:
Hacking the
Product-Product
Marketing Relationship
Presented by Jameelah Calhoun,
VP, Product and Customer Marketing at Eventbrite

6. Product + Product Marketing

7. Finance
Strategy
Consulting
General
Manager
Product
Marketing
Product
Marketing
Product
Jameelah Calhoun
VP, Product & Customer Marketing,

8. Agenda
● Demystifying Product Marketing
● Building the Case for Collaboration
● Setting Up Winning Collaboration Model

9. The Anatomy of Product-Market Fit
Commercializing
Products Requires
All 4 Dimensions
MARKET
Who is it for? Why will
they care?
PRODUCT
What is the
functionality or
service?
MODEL
How will we monetize
it? How much will it
cost?
CHANNEL
Where will people find
and consume it?
“The aim ….is to know and understand the customer so well the product or service fits him
and sells itself" - Peter Drucker

10. Taking Great Products To Market
THE PRODUCT
Segmentation Monetization
GTM
Messaging
Identify market opportunities and high
priority segments
Articulate the value of features & offerings
to get customers from no to yes
Drive cohesion between in-product and marketing
touchpoints for acquisition & awareness
Develop pricing and packaging that aligns
with customer use cases and WTP
OUTBOUND
INBOUND

11. Two Sides of the Same Coin
How Well Have We Solved the
Customer Problem?
How Well Are We Penetrating Our
Market?
GROWTH

12. Poor Collaboration =
Low Commercialization
Lots of New Features, but Limited Revenue Growth
○ Building non-scalable products for niche audiences
○ Limited Pricing Power
○ Slow customer acquisition
○ High attrition
○ Lots of Sunsets

13. Growing A Marketing Tools Subscription

14. A Winning Collaboration Model
DEFINE YOUR GTM HIERARCHY
GET ON A SHARED RAFT
PREPARE FOR ITERATION
BE PROBLEM-LED

15. Set Expectations With A GTM Hierarchy
Business
Model
Changes
● Create industry buzz
● Attract new segment
● Mitigate churn & backlash
Type of Change Goal
Value
Prop
Changes
● Drive prospect acquisition
● Increase customer WTP
Product
Experience
Changes
● Drive customer adoption
● Increase usage &
retention
Customer
Experience
Changes
● Educate customers
● Increase retention
Netflix Goes Into
Streaming or
Changes Prices
Example
Netflix Originals
Netflix Adds the
‘Surprise Me’
Feature
Netflix Changes
Order of
Carousels
High PLM
involvement
No to Low PLM
involvement

16. Get on the same RAFT
● Rituals - Quarterly Product Councils; Weekly Syncs; Retros
● Artifacts - Product & Marketing Requirements Docs; DACI
● Fact-Base - Insights Sharing
● Targets - Adoption, Usage, Satisfaction, Retention, Revenue

17. Prepare for Iteration
ANALYTICS
WHAT? WHERE?
Understand what behaviors or outcomes are
being observed and how it is distributed
IN-MARKET TESTING
HOW? HOW MUCH?
Validates hypotheses through actual
behavior and business impact
QUALITATIVE
WHERE? WHY?
Probes to uncover the motivations or
frictions driving the behavior
QUANTITATIVE
HOW MUCH?
Reveals how prevalent are certain
trends and behaviors
COMPETITIVE
WHY? HOW?
Sheds light on customer preferences
and what drives their choices
INSIGHTS
WHEEL

18. Be Problem-Led
Most striking is that none of
these leaders has any
expectation that they will
attract “followers” personally
…
Instead, their method is to get
others excited about whatever
problem they have identified
as ripe for a novel solution.

19. Recap
● Product Marketing Partners with Product to Drive Commercial
Success
● Strong Collaboration is predicated on Shared Rituals, Artifacts,
Fact-Base, and Targets
● Focus on Solving Customer Problems

20. Part-time Product Management
Training Courses
and Team Training
productschool.com