In this talk, Isaac focused on the cooperation between the different actors included in product. Some key takeaways of the presentation include: - Align your GTM engine across product, marketing, and sales - Making product decisions from an engineering & market point of view - How to successfully partner with product marketing and sales teams

1. How to Cooperate in Product by Extrahop Product
Marketing Lead
www.productschool.com

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8. TONIGHT’S SPEAKER
Isaac Roybal

9. PRODUCT MANAGEMENT &
PRODUCT MARKETING
THE YIN & YANG OF GO-TO-MARKET
ISAAC ROYBAL

10. AGENDA
• ROLES: PRODUCT MANAGEMENT
VS PRODUCT MARKETING
• ALIGN THE GO-TO-MARKET
• PARTNERING WITH PRODUCT
MARKETING

11. ROLES & RESPONSIBILITIES

12. PRODUCT MANAGERS & MARKETERS
Building compelling products Defining the right GTM
Create & Communicate Value
Deliver Great Customer Experiences

13. PRODUCT MANAGEMENT PRODUCT MARKETING
Create Value Communicate Value
Product Vision & Strategy
Product Definition & Roadmap Business & GTM Strategy
Messaging & Positioning
Marketing Content Creation
Product Launches
Competitive ResearchCustomer Interviews
Market Research
Sales Enablement
Manage Product(s) Lifecycle

16. ALIGNING
GO-TO-MARKET

18. Product Sales
Marketing
Customer

19. CONFLICT STEMS FROM
MISALIGNED EXPECTATIONS

20. Achieving GTM Alignment
Integrated Focus Removing Friction

21. INTEGRATED FOCUS
When you’re trying to be
everything to everyone, you end
up being nothing to no one.

22. INTEGRATED FOCUS
Identify use cases that demonstrate obvious value
◈Maximizes product resources
◈Maximizes market penetration
◈Drives product roadmap
◈Defines & maximizes GTM
◈Defines sales strategy
◈Creates repeatable sales plays
Truly Integrated
Product, Marketing,
& Sales Go-To-Market

23. REMOVING FRICTION
fric·tion (n) - any aspect of the customer
interaction that has a negative impact on
the customer experience
NTT DATA

24. 43% OF US CUSTOMERS SAY THEY EXPERIENCED
AN UNSATISFACTORY INTERACTION WITH AT
LEAST ONE COMPANY IN A 12-MONTH PERIOD.
NTT DATA RESEARCH

25. PRODUCT – WHERE THE CUSTOMER EXPERIENCE BEGINS?

26. WHERE THE CUSTOMER EXPERIENCE ACTUALLY BEGINS

27. WHERE THE CUSTOMER EXPERIENCE ACTUALLY BEGINS

29. DELIVERING A GREAT CUSTOMER EXPERIENCE
PRODUCT MANAGEMENT PRODUCT MARKETING
PARTNER AND THINK HOLISTICALLY ABOUT THE EVERY SINGLE STEP

30. SUCCESSFULLY PARTNERING
WITH PRODUCT MARKETING

31. FOCUS
Areas to partner:
◈ Market opportunities for new use cases
◈ Product requirements and market fit
◈ Adapting to a unique buyer’s journey
◈ Review product requirements from a
market POV

32. REMOVING FRICTION
Areas to partner:
◈ Avenues for product discovery
◈ Product packaging & pricing
◈ Product demos
◈ Distribution strategy
◈ Deployment and adoption models

33. KEEPING TABS
INTERGRADED FOCUS
◈ ARE WE STILL ALIGNED ON FOCUS AREAS?
◈ IS THERE ANYTHING THAT COULD ALTER OUR
FOCUS?
◈ HOW ARE THE FOCUS AREAS DOING FROM A
PRODUCT AND A BUSINESS POV?
REMOVING FRICTION
◈ IS OUR PRODUCT EASY TO FIND?
◈ IS IT EASY TO EVALUATE?
◈ IS IT EASY FOR OUR SALES TEAM TO SELL?
◈ CAN CUSTOMERS EASILY RENEW OUR
PRODUCTS?
Influences product roadmap and product/GTM strategies
Ensure expectations are still aligned

34. Integrated Focus Removing Friction
A GREAT CUSTOMER EXPERIENCE
RECAP

35. “CHANGE HAPPENS WHEN THE PAIN OF SAME
IS GREATER THAN THE PAIN OF CHANGE.”

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