Scaling Product Marketing at a High-Growth Startup - Product Marketing Summit

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A presentation from Diana Smith, Head of Product Marketing, Segment Diana covers the evolution of the product marketing team at Segment as it grew from 10 to 400 people. Diana shares how she built out the team, changed their focus, added team members, and delineated their responsibilities over time. Presented to the product marketing community at the Product Marketing Summit New York 2019

Marketing

PMMs are like superheroes.
We can help solve a number of
problems.

At a high growth startup, your focus should
change as your company evolves.

Your job is to find
and find the gap.
In this talk you’ll
learn how to
1. Find the gap
2. Add value
3. Deal with
growing pains

I’m your host
Diana Smith
Head of Product Marketing
at Segment
Tweet me
@DianaHSmith
Email me
diana@segment.com
Or check out Segment
segment.com

Quickly, for context
A BIT ABOUT SEGMENT

FIND THE
GAP
KNOW THY
CUSTOMER
LOVE
YOURSELF
Back to our program
SCALING PMM AT A HIGH-GROWTH STARTUP

1. Find the gap
PRODUCTMARKETING
SALES
PMM

1. What work isn’t getting done?
2. What are your top challenges
as an organization?
Find the gap
TOP CONSIDERATIONS

Our growth path
TEAMS BY THE NUMBERS
Situation Series A Series B Series C
Gap Product Content Sales enablement
Key Challenge Scale Signups Educate the market Sell new products
and move up market
Marketing Team Size 1 - 3 3 - 10 - 5 5 - 20
Product Team Size 0 - 0.5 1 - 5 5 - 12
Sales Team Size 1 - 10 10 - 30 30 - 100
Total Team Size 0 - 50 50 - 150 150 - 400

Find the gap!
Protip: Then, communicate your focus.

Know thy customer
BETTER THAN ANYONE ELSE
This will help you
● Build resonant messaging
● Influence the product roadmap
● Develop effective campaigns
TOOLS AT YOUR DISPOSAL
1. Customer interviews
2. Market and customer surveys
3. Win/loss analysis
4. Salesforce product requests
5. Competitive analysis
6. Top requests from sales and
success leads

Synthesize!
HELP YOUR TEAM IDENTIFY WHAT TO DO NEXT
Sample syntheses
● Top requested product
features by customer segment
● Top concerns to address from
NPS feedback
● Top competitive gaps where
we lose deals
● Top objections to train sales
on handling
IF EVERYTHING IS IMPORTANT, NOTHING IS
IMPORTANT.

3. Love your
lanky,
awkward
teenage self

Some things will grow faster than others
ALL YOU CAN DO IS YOUR BEST TO COVER THE HIGHEST PRIORITY ITEMS
SERIES A
#ALLOFTHETHINGS
MARKETER 1
● Messaging
● Demand Gen
● Product Launches
● Case Studies
Orphans
● Anything that’s not
completely on fire
SERIES B
LIGHT SPECIALIZATION
PMM 1
● Features 2 & 3
● Competitive Intel
PMM 2
● Features 1 & 4
● Sales Content Needs
Orphans
● Features 5 & 6
● PR & AR
SERIES C
ALMOST TO A MATRIX
PMM 1
● Product Area A
● Customer Persona 1
PMM 2
● Product Area B
● Industry Campaign
PMM 3
● Product Area C
● Conference Content
Orphans
● Customer Persona 2

● You can never do all of the things that
would be high-impact. That’s the burden
and joy of high-growth.
● Document the orphans for planning out
your team and next hires.
● DO NOT compromise on quality in hiring
to fill a burning gap. Pink flags turn into
red flags later.
Lessons learned the hard way
YOU WON’T ALWAYS HAVE EVERYTHING UNDER CONTROL. THAT’S OKAY.
DO ALL THE THINGS
YOU CAN NEVER DO
ALL THE THINGS

Focus where there
are gaps in
company, then
communicate your
focus.
Know your
customer better
than anything else.
This is how you
add value.
Some areas will
grow faster than
others. You’ll never
cover it all. That’s
why this is fun.
Adapt or die
@DianaHSmithSCALING PMM AT A HIGH-GROWTH STARTUP

Thank you!
Diana Smith
Product Marketing
diana@segment.com
@DianaHSmith
Scaling PMM at a
High-Growth
Startup
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1. Presented by Diana Smith Head of Product Marketing at Scaling PMM at a High-Growth Startup Adapt or Die

2. How often do you get this question?

3. PMMs are like superheroes. We can help solve a number of problems.

4. At a high growth startup, your focus should change as your company evolves.

5. Your job is to find and find the gap. In this talk you’ll learn how to 1. Find the gap 2. Add value 3. Deal with growing pains

6. I’m your host Diana Smith Head of Product Marketing at Segment Tweet me @DianaHSmith Email me diana@segment.com Or check out Segment segment.com

7. Quickly, for context A BIT ABOUT SEGMENT

8. FIND THE GAP KNOW THY CUSTOMER LOVE YOURSELF Back to our program SCALING PMM AT A HIGH-GROWTH STARTUP

9. 1. Find the gap PRODUCTMARKETING SALES PMM

10. 1. What work isn’t getting done? 2. What are your top challenges as an organization? Find the gap TOP CONSIDERATIONS

11. Our growth path TEAMS BY THE NUMBERS Situation Series A Series B Series C Gap Product Content Sales enablement Key Challenge Scale Signups Educate the market Sell new products and move up market Marketing Team Size 1 - 3 3 - 10 - 5 5 - 20 Product Team Size 0 - 0.5 1 - 5 5 - 12 Sales Team Size 1 - 10 10 - 30 30 - 100 Total Team Size 0 - 50 50 - 150 150 - 400

12. Find the gap! Protip: Then, communicate your focus.

13. 2. Know thy customer

14. Know thy customer BETTER THAN ANYONE ELSE This will help you ● Build resonant messaging ● Influence the product roadmap ● Develop effective campaigns TOOLS AT YOUR DISPOSAL 1. Customer interviews 2. Market and customer surveys 3. Win/loss analysis 4. Salesforce product requests 5. Competitive analysis 6. Top requests from sales and success leads

15. Synthesize! HELP YOUR TEAM IDENTIFY WHAT TO DO NEXT Sample syntheses ● Top requested product features by customer segment ● Top concerns to address from NPS feedback ● Top competitive gaps where we lose deals ● Top objections to train sales on handling IF EVERYTHING IS IMPORTANT, NOTHING IS IMPORTANT.

16. 3. Love yourself

17. 3. Love your lanky, awkward teenage self

18. Some things will grow faster than others ALL YOU CAN DO IS YOUR BEST TO COVER THE HIGHEST PRIORITY ITEMS SERIES A #ALLOFTHETHINGS MARKETER 1 ● Messaging ● Demand Gen ● Product Launches ● Case Studies Orphans ● Anything that’s not completely on fire SERIES B LIGHT SPECIALIZATION PMM 1 ● Features 2 & 3 ● Competitive Intel PMM 2 ● Features 1 & 4 ● Sales Content Needs Orphans ● Features 5 & 6 ● PR & AR SERIES C ALMOST TO A MATRIX PMM 1 ● Product Area A ● Customer Persona 1 PMM 2 ● Product Area B ● Industry Campaign PMM 3 ● Product Area C ● Conference Content Orphans ● Customer Persona 2

19. ● You can never do all of the things that would be high-impact. That’s the burden and joy of high-growth. ● Document the orphans for planning out your team and next hires. ● DO NOT compromise on quality in hiring to fill a burning gap. Pink flags turn into red flags later. Lessons learned the hard way YOU WON’T ALWAYS HAVE EVERYTHING UNDER CONTROL. THAT’S OKAY. DO ALL THE THINGS YOU CAN NEVER DO ALL THE THINGS

20. Focus where there are gaps in company, then communicate your focus. Know your customer better than anything else. This is how you add value. Some areas will grow faster than others. You’ll never cover it all. That’s why this is fun. Adapt or die @DianaHSmithSCALING PMM AT A HIGH-GROWTH STARTUP

21. Thank you! Diana Smith Product Marketing diana@segment.com @DianaHSmith Scaling PMM at a High-Growth Startup THIS HAS BEEN AN EPISODE OF

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