In Practice - Product Marketing for Startups

What the work taught me

Three commercial situations that shaped how I think about product marketing and go-to-market leadership. The employers provide context; the decisions and lessons are the point.

Building product marketing capability

A new function earns influence by making other teams more effective—not by claiming ownership of more deliverables.

Scaling B2B software internationally

Complex technology becomes easier to scale when the proposition is anchored in the customer’s next action.

Taking an idea to revenue

At early stage, marketing has to create evidence: stronger validation, greater trust, a viable partnership or revenue.