Build Your Own Customer Relationships

To do great positioning, you must talk to customers. Because the best positioning ideas come from your customers.But real conversations only happen when you have a relationship.To be the best PMM, you need to build your own customer relationships. Outside → In Positioning A year after I joined the PMM team for Salesforce’s Service Cloud, I … Continue reading Build Your Own Customer Relationships

Reference Marketectures & Platform Positioning

When you need to sharpen up your positioning or reboot it because you’re launching a new product, have a tough competitor, or enter a new market, you can get to better positioning, faster, by taking a reference marketecture approach. A reference marketecture is a drawing of the capabilities offered by all the main vendors in … Continue reading Reference Marketectures & Platform Positioning

Recession Positioning: How PMMs Can Help, and How to Get Started

The economy is slowing – and it’s likely to get worse. But for SaaS product marketers, it’s a chance to build your “recession positioning” chops. Here are some thoughts from my time going through the Dot Bomb, the GFC, and more localized tough times. A lot of tech PMMs have not had the experience of … Continue reading Recession Positioning: How PMMs Can Help, and How to Get Started

8-Steps to Sharper Differentiators

Sharpening your competitive differentiators can impact your company’s pipe gen, sales and win rates this quarter and this year. If that’s something you need to do, here’s the approach I use.  What is a Product Differentiator? Product differentiators are unique ways your product creates value for customers. George Hu, when he was at Salesforce, used … Continue reading 8-Steps to Sharper Differentiators

Positioning & the Gravity Assist

“If you care about being thought credible and intelligent, do not use complex language where simpler language will do.” ― Daniel Kahneman, Thinking, Fast and Slow Q: What do psychology and orbital mechanics have to do with product marketing?A: Both have lessons for great positioning.  Read Thinking, Fast and Slow. It’s a great book for … Continue reading Positioning & the Gravity Assist

WFH, Stranger Interviews & the Neutral Tug

With so many software companies asking employees to #WFH to slow the spread of COVID-19 (strong endorse!), I thought I’d share a WFH move I'm currently modeling for/coaching a client on: how to solicit great positioning input from non-customers.  Research interviews with strangers/non-customers are a key part of great positioning, since they let you hear … Continue reading WFH, Stranger Interviews & the Neutral Tug