This document provides an overview of an upcoming webinar titled "The Product Growth Engine" presented by Dave Martin and Brittany Shear. The webinar will discuss how to use a product growth engine approach to drive sustainable growth through outcome-driven leadership, continuous learning from customers, and collaboration across teams. An assessment toolkit is also introduced that evaluates a product team's competencies in learning, collaboration, and prioritization to identify areas for improvement.

1. The Product Growth Engine
Dave Martin Brittany Shear
With: Moderated by:
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2. The Product Growth Engine
Amplitude is the #1 product intelligence platform
that supports digital product and growth teams by
helping them to understand user behavior, build
engaging experiences, and expand their business.
To learn more, visit https://www.amplitude.com/

3. The Product Growth Engine !3
Click on the Questions panel to
interact with the presenters
https://www.productmanagementtoday.com/webinar-
series/the-product-growth-engine/

4. The Product Growth Engine
About Dave Martin
Dave helps product teams put the customer at the heart of decision making to level up innovation and create
sustainable growth. He believes strongly in outcomes over outputs and empowered cultures. He helps senior leadership
set teams up for success. With nearly 2 decades in product development he has practiced a lean experimental
approach leading projects for Google, CompareTheMarket, Bauer Media, SkyBet, PepsiCo, and many more. Dave has
c-suite experience as CPO for education leaders Tes Global and various startups. Dave is the founder of
www.righttoleft.co.uk, providing product training and coaching to product teams all over the world.
About Brittany Shear
Brittany went to Emmanuel College, where she majored in Writing, Editing, and Publishing and minored in Marketing,
Psychology, and Communications. She now works with Aggregage as an editor and webinar host on sites including CTO
Universe, Product Management Today, and Connected Health Pulse.
The Product Growth Engine

5. The product growth
engine

6. 19 57

7. 19 57
ACTIVE
CUSTOMERS
TIME
CREATE LAUNCH ADOPTION

8. 19 57
ACTIVE
CUSTOMERS
TIME
CREATE LAUNCH ADOPTION
AWARENESS FIRST USE REPEAT USE

9. LIMITED GROWTH
EARLY ADOPTERS
19 57
ACTIVE
CUSTOMERS
TIME
CREATE LAUNCH ADOPTION
AWARENESS FIRST USE REPEAT USE

10. LIMITED GROWTH
EARLY ADOPTERS
19 57
ACTIVE
CUSTOMERS
TIME
CREATE LAUNCH ADOPTION
BIAS
AWARENESS FIRST USE REPEAT USE

11. LIMITED GROWTH
EARLY ADOPTERS
BIAS
19 57
ACTIVE
CUSTOMERS
TIME
CREATE LAUNCH ADOPTION
DOUBLE DOWN
ON THE WRONG THING
BIAS
AWARENESS FIRST USE REPEAT USE

12. LIMITED GROWTH
EARLY ADOPTERS
BIAS
DOUBLE DOWN
ON THE WRONG THING
BIAS
19 57
ACTIVE
CUSTOMERS
TIME
CREATE LAUNCH ADOPTION
TEST & LEARN
AWARENESS FIRST USE REPEAT USE

13. LIMITED GROWTH
EARLY ADOPTERS
BIAS
DOUBLE DOWN
ON THE WRONG THING
BIAS
19 57
ACTIVE
CUSTOMERS
TIME
CREATE LAUNCH ADOPTION
TEST & LEARN
PRODUCT GROWTH ENGINE
AWARENESS FIRST USE REPEAT USE

14. Outcome driven
leadership

15. 1000’S
O
F TARGETED CUST
O
MERS
LEADERSHIP
PRODUCT
DEV TEAM
PROBLEM
SPACE
19/20

16. GAMBLES WITH
SOLUTION IDEA
1000’S
O
F TARGETED CUST
O
MERS
LEADERSHIP
PRODUCT
DEV TEAM
PROBLEM
SPACE
19/20

17. GAMBLES WITH
SOLUTION IDEA
EACH FEATURE
COSTS $$$
1000’S
O
F TARGETED CUST
O
MERS
LEADERSHIP
PRODUCT
DEV TEAM
PROBLEM
SPACE
.COM
MISSES THE
PROBLEM
19/20

18. GAMBLES WITH
SOLUTION IDEA
EACH FEATURE
COSTS $$$
1000’S
O
F TARGETED CUST
O
MERS
LEADERSHIP
PRODUCT
DEV TEAM
PROBLEM
SPACE
.COM
MISSES THE
PROBLEM
19/20
NEGLECTED CUSTOMER
= LOW RETENTION
PRODUCTS FAIL

19. GAMBLES WITH
SOLUTION IDEA
EACH FEATURE
COSTS $$$
1000’S
O
F TARGETED CUST
O
MERS
LEADERSHIP
PRODUCT
DEV TEAM
PROBLEM
SPACE
.COM
MISSES THE
PROBLEM
LEADS
WITH
DIRECTION
OUTCOME
19/20
NEGLECTED CUSTOMER
= LOW RETENTION
PRODUCTS FAIL

20. GAMBLES WITH
SOLUTION IDEA
EACH FEATURE
COSTS $$$
1000’S
O
F TARGETED CUST
O
MERS
LEADERSHIP
PRODUCT
DEV TEAM
PROBLEM
SPACE
.COM
MISSES THE
PROBLEM
LEADS
WITH
DIRECTION
OUTCOME
TEST WITH
USERS
19/20
NEGLECTED CUSTOMER
= LOW RETENTION
PRODUCTS FAIL

21. GAMBLES WITH
SOLUTION IDEA
EACH FEATURE
COSTS $$$
1000’S
O
F TARGETED CUST
O
MERS
LEADERSHIP
PRODUCT
DEV TEAM
PROBLEM
SPACE
.COM
MISSES THE
PROBLEM
LEADS
WITH
DIRECTION
OUTCOME
TEST WITH
USERS
DELIVER VALUABLE
FEATURES
.COM
19/20
NEGLECTED CUSTOMER
= LOW RETENTION
PRODUCTS FAIL

22. GAMBLES WITH
SOLUTION IDEA
EACH FEATURE
COSTS $$$
1000’S
O
F TARGETED CUST
O
MERS
LEADERSHIP
PRODUCT
DEV TEAM
PROBLEM
SPACE
.COM
MISSES THE
PROBLEM
LEADS
WITH
DIRECTION
OUTCOME
TEST WITH
USERS
DELIVER VALUABLE
FEATURES
.COM
DELIGHTED CUSTOMERS
= HIGH GROWTH
YOU SUCCEED19/20
NEGLECTED CUSTOMER
= LOW RETENTION
PRODUCTS FAIL

23. Product team
assessment toolkit

24. Learning Collaboration
Prioritisation
Three key competencies impacting
product manager outcomes
1.
2.
3.
4.

25. Learning
Product management key activities
•Problem space discovery
•Experimentation
•Optimisation opportunity
•Customer insights
•Marketing positioning

26. Product management key activities
Collaboration
•Cross functional solution delivery
•Stakeholder management
•Go to market
•Building a psychological safe team

27. Product management key activities
Prioritisation
1.
2.
3.
4.
•Problem strategy
•Customer segmentation
•OKR setting
•Performance and ROI analysis
•Competitive analysis

28. How to use the toolkit
AGREE PURPOSE
& DIRECTION
UNDERSTAND CURRENT
CONDITION
IDENTIFY TARGET
CONDITION
EXPERIMENT TO REACH
TARGET AUDIENCE
LEARN & ITERATE

29. How to use the toolkit
The toolkit provides 22 assessment criteria to evaluate your team or department.
When used to support coaching we start by assessing the desired level against each criteria
defining a target condition.
Then the criteria are evaluated to understand the current condition.
Gap analysis identifies the top areas to improve and focus on during a coaching programme.
Or complete our online assessment and we will provide you a free report.
http://toolkit.righttoleft.co.uk

30. Assessment criteria
Prioritisation
1. How clear is the purpose or mission of the product?
2. Do the product team and stakeholders know the target customer segments?
3. Do the product team and stakeholders know the product assumptions that contribute to
success, such as revenue, user growth?
4. How frequently are product features reviewed to be killed or discontinued?
5. How often do the product team review product or feature performance?
6. Are customer learnings used to make decisions?
7. How often do you review the competition?

31. Assessment criteria
Learning
1. How frequently do you talk to customers or users?
2. How often do you run experiments with hypotheses?
3. How often do you run explorative research?
4. How often do you AB or MVT test?
5. How often do you learn about your riskiest assumptions?
6. How often do you use cohort analysis to understand your user behaviour?
7. How frequently do you learn about your customers?

32. Assessment criteria
Collaboration
1. How often do you seek cross functional input to a solution?
2. How often does the product team (engineers, UX) challenge your priority decisions?
3. How often do stakeholders or customer services come to you to answer queries about the
market or your product?
4. Who do you share your insights from learnings with?
5. How often do you share insights from learnings?
6. When do you communicate with sales?
7. When do you involve marketing for a new feature or release?
8. How often do you start an epic with a kick off meeting / huddle?

33. The Product Growth Engine !33
Q&A
Brittany Shear
With: Moderated by:
Founder, Right to Left
Linkedin page: /in/mrdavemartin/
Twitter ID: @product_dave
Website: https://www.righttoleft.co.uk
Email: Dave@righttoleft.co.uk
Dave Martin
Editor, Product Management Today
Linkedin page: /in/brittanyshear
Twitter ID: @prodmgmttoday
Website: productmanagementtoday.com
Email: brittany.shear@aggregage.com
https://www.productmanagementtoday.com/webinar-series/the-
product-growth-engine/