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. 7
–ANDREA SAEZ
“A launch does not begin when the
feature is done. It begins when the
team decided to solve the problem.”
8. 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?
8
9. 9
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
● GTM strategy
● Messaging
● Internal comms and
training
● Pricing/Packaging
● Release
Notes
● Metrics
● Market and
user
feedback
10. 10
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
Someone said this.. No idea who! But this isn’t just a Brian Chesky thing (not to trigger anyone) - but Product managers really do need to consider GTM aspects when building products.
First lets review the two roles.. At a high level, this is what they each are responsible for
A good way of visualizing it.
A lot of this is going to depend on company size
This is what my role currently looks like. I don’t lead sales enablement, training or event support - but I do work with teams that do that.
The really important thing to remember is this…
And you can quote me on this one too.
It is important to always involve your PMM member or team from the very beginning, not when the feature is done