Product marketer

SDR, AE, AM, growth, PMM, RevOps: what do these people actually do all day? An SDR finds and opens conversations, mostly by email, calls and LinkedIn, and hands over meetings, while an AE runs those conversations to a signa... Breaking into GTM 5 resources → What is an ICP and how is it different from a persona? People use both words for the same thing. An ICP describes the company you want as a customer: size, industry, what they already use, what has to be true for your product to matter. A perso... Breaking into GTM 4 resources → What is positioning in plain English, and why does everyone insist we have got it wrong? Positioning is the context you give a buyer so that your strengths look obvious. It is the answer to 'what kind of thing is this and who is it for'... Breaking into GTM 3 resources → We have about fifteen customers and they are all different. How do I find an ICP out of that? Do not look at who bought, look at who is happy. Rank the fifteen by usage and by whether they would be annoyed if you disappeared, then take the t... Breaking into GTM 4 resources → How do I write a one-line description of what we do that a normal person actually understands? Stop trying to be clever and name the category first. A stranger needs to file you somewhere in their head before they can care, so 'a CRM for fiel... Breaking into GTM 4 resources → I write blog posts and nothing happens. What am I doing wrong? Usually one of three things. You are writing for a persona you invented instead of a real person you have spoken to, so the piece is generically co... Breaking into GTM 3 resources → What is a value metric and why does everyone say it matters more than the number? A value metric is the thing you charge for: a seat, a thousand API calls, a gigabyte, a transaction, a resolved ticket. Patrick Campbell's line is ... Breaking into GTM 3 resources →

Our positioning reads fine on the website but every rep says something different on calls. How do I fix that? That gap is almost always a sign the positioning was written for the website and never translated into a conversation. Fix it by building the pitch... Doing the work 4 resources → How do I decide what to write about so it brings in buyers and not just traffic? Sort every topic idea by how close it sits to a purchase. Comparison pages, alternatives pages, integration pages and "how do I do X with Y" pages ... Doing the work 3 resources → How do I design tiers so buyers pick the right plan and grow into the next one? Good, better, best works for about two thirds of SaaS companies because it makes the choice easy, so start there unless you have a strong reason no... Doing the work 3 resources → What is the real difference between product-led, sales-led and everything in between, and which one are we? The question is not which model you prefer, it is who signs and how much they are risking. If one person can start using the product on a card with... Doing the work 4 resources → How do I build a sales deck that is not just a tour of our features? Open with a change in the buyer's world, not with your company. Name the shift, show that it creates winners and losers, describe the better state ... Doing the work 4 resources → Our product is self-serve. How do we get users without a sales team? Product-led companies get most of their new users from two places: organic search (about forty percent) and product virality (about sixteen percent... Doing the work 3 resources → My demos go well and then the deal stalls. How do I stop that? A demo that goes well and dies usually means you pitched your product instead of positioning it against what the buyer would otherwise do. April Du... Doing the work 4 resources → How do I find out what customers will actually pay without just asking them? Asking "what would you pay" gets you a polite fiction, so use structured methods instead. Van Westendorp gives you a sensible range, Gabor-Granger ... Doing the work 3 resources →

What does April Dunford say most teams get wrong about positioning? Dunford's core claim, after working with over 300 technology companies, is that positioning is not a tagline, not branding, and not messaging. It i... Leading a GTM team 3 resources → How do I get the team to actually use the ICP instead of nodding at a slide and then doing what they want? An ICP that lives in a deck is decoration. Make it operational: turn it into fields in the CRM, into the lead scoring, into the list an SDR is allo... Leading a GTM team 4 resources → We are changing our positioning. How do I roll it out without breaking the pipeline mid-quarter? Sequence it: sales first, marketing second, brand last. Reps carry the new story to live deals before the website changes, because they can adapt i... Leading a GTM team 4 resources → Should I price in rupees for India and dollars for everyone else? If you sell to Indian SMEs, price in rupees, include GST in the displayed number, and support UPI and domestic cards, because dollar pricing on a c... Leading a GTM team 3 resources → Do we need to create a new category, or should we position inside one that already exists? Default to an existing category. Categories are expensive: you are paying to teach a market a new word, and you only earn that back if buyers genui... Leading a GTM team 4 resources → I run demand gen for an Indian SaaS selling globally. Does the US content playbook work here? Partly. If you sell to the US and Europe, the standard playbook applies because you are competing in the same search results as everyone else, and ... Leading a GTM team 4 resources →

What did Slack's "We don't sell saddles here" memo actually change about how they sold? Stewart Butterfield sent the memo to the Tiny Speck team on 31 July 2013, two weeks before Slack's preview release, and published it later. Its arg... How the best do it 2 resources → What did Postman do differently to get developers to adopt before it ever sold anything? Postman began in 2012 as Abhinav Asthana's side project, a small HTTP client he put on the Chrome Web Store to fix his own API testing pain. Adopti... How the best do it 2 resources → How did Zerodha become India's largest broker with no ads and no sales team? Nithin Kamath has written it plainly: Zerodha does not advertise, does not have a sales team with targets, and does not do much marketing. What it ... How the best do it 2 resources → How did HubSpot turn a marketing idea into a distribution advantage nobody could copy? Brian Halligan and Dharmesh Shah started from an observation, not a product: buyers were finding answers on blogs, forums and search engines long b... How the best do it 2 resources → Why do the best operators settle pricing before the product is finished? Madhavan Ramanujam's position, from Simon-Kucher and Monetizing Innovation, is that willingness to pay is a product design input, not a launch deci... How the best do it 3 resources → How do the best companies keep their ICP sharp as they grow instead of letting it blur into everyone? They re-derive it on a schedule from data they already have: which segments renew, which expand, which churn, which cost the most to serve. Then th... How the best do it 4 resources → How do the best B2B companies get positioning agreed when product, sales and the founders all disagree? They stop arguing about opinions and go find the buyer's view, because the only competitive alternative that matters is the one the prospect would ... How the best do it 4 resources → What do the companies with genuinely great inbound do differently? They pick one content strategy and commit to it for years instead of sampling five. Lenny's breakdown of content-driven growth is a useful map: edi... How the best do it 4 resources → How do the best companies raise prices without losing customers? They change price alongside a visible change in value, they tell people early, and they stage it. Grandfather existing customers for a defined peri... How the best do it 4 resources → When is it right to move upmarket, and how do the companies that pull it off actually do it? Move when the demand is systematic, not when two large logos email you. The signal is a pattern of bigger accounts arriving on their own and hittin... How the best do it 5 resources → We are an Indian company selling to global buyers. How do we position so that being from India reads as an asset rather than a question mark? Do not hide it and do not lead with it. Buyers care about outcome, support and trust, so answer those directly: publish your response times, staff ... How the best do it 5 resources → Is there a way to build demand before the product even exists? Yes, and Rocketlane is the cleanest Indian example. Srikrishnan Ganesan started a community and a podcast for his buyers nine months before the pro... How the best do it 3 resources → AI is breaking per-seat pricing. What are the best companies charging for now? The direction of travel is away from seats and towards usage and outcomes, because when software does the work, charging per human is charging for ... How the best do it 4 resources →