Product Growth Strategy Assessment

Assess the current state of product marketing skills for your product team

Ben Johnson, Head of product

LLR

Another test

Your note to Product Growth Leaders

Response

Points

Product Roles and Responsibilities

1.

Our roles and responsibilities in product marketing, product management, and marketing are well understood.

No

0

Q1

2.

Our product marketers are considered experts on the buyers and markets.

Inconsistent

1

Q2

3.

We have a common language for product marketing that enables consistency.

Inconsistent

1

Q3

4.

We are regularly improving the practice of product marketing in our organization.

No

0

Q4
Market Analysis

5.

We have multiple "listening posts" in the market such as feedback from sales, success, and support teams.

Yes

3

Q5

6.

We have multiple methods for capturing competitive insights.

Inconsistent

1

Q6

7.

Our product marketers have direct contact with buyers frequently.

Yes

3

Q7

8.

We leverage analytics to refine our product marketing programs.

Inconsistent

1

Q8
Go-to-Market Strategy

3.

We have a common language for product marketing that enables consistency.

Inconsistent

1

Q3

7.

Our product marketers have direct contact with buyers frequently.

Yes

3

Q7

9.

We have a well-documented process for developing our go-to-market strategy which aligns with our growth objectives.

Yes

3

Q9

10.

Our product marketing efforts and resources align with our go-to-market strategy and growth objectives.

Inconsistent

1

Q10

11.

We validate our product and market messages with buyers.

Inconsistent

1

Q11

12.

We monitor key metrics to measure the success of product marketing.

Inconsistent

1

Q12
Buyer Enablement

13.

Our product launch process includes organizational readiness for all customer-facing departments (such as sales, marketing, support, and services).

No

0

Q13

14.

Our product marketers have deep expertise in buyers and their buying journeys.

Inconsistent

1

Q14

15.

We enable sales teams with tools that align with the buyer's journey.

Inconsistent

1

Q15

16.

We have clear communication between product marketing and marketing teams on the scope of sales and marketing programs.

Inconsistent

1

Q16

Rating and recommendations

LOW

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Team Score

19

Point Range

< 25

Assessment Date

8/2/22

You have room to grow to build a strong foundation. Alignment and standards are keys to success. There are many areas where you can make significant gains. Ensuring that roles, responsibilities, and process are defined and documented is a good start.

Product Roles and Responsibilities

Technology drives invention; problems drive innovation. Clayton Christiansen, in his book The Innovators Solution recommended an innovation process that begins with the problem to be solved (or, in his words, the job to be done). Customer interviews, observation, and market data lead to a deep understanding of new products to build and new markets to serve.

Section 1

Market Analysis

Section 2

Continue to leverage customer interviews, observation, and market data for a deep understanding of new products to build and new markets to serve. Remember: Technology drives invention; problems drive innovation.

Go-to-Market Strategy

Section 3

One of the most common failure scenarios is when product plans don’t truly address real market-wide problems. The key is to ensure that product teams deeply understand the market you serve, the problems you solve, and the business priority of the work. Be watchful that demands from a single prospect or client don't derail your roadmap.

Many teams have a process that is documented but rarely followed. In some cases, products get defined and created despite the process. If you’re not following your process, it’s time to create a new process.

Buyer Enablement

Section 4

There is much to do! For many teams, product get released into the market without adequate tools such as competitive positioning and messaging, sales enablement tools, and a sales playbook.

Achieve product growth by empowering customer-facing teams during each step of the buyer’s journey. Keep tabs on product success with on-going market feedback and product metrics.