Founders love research...when they do it.

Had Rahim Kaba on the show earlier today. 

It reminded me of how important research is. And then, it hit me.

Founders spend months, sometimes years, on research before bringing their brainchild to market.

But that’s not the expectation for anyone in Product Marketing, is it?

It’s time to get real about how we research, and a secret to research from our boy, Jarod Greene.

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How to use AI in Opportunity Analyses for Stronger PM-PMM Partnerships.

Do you know what one of my favorite things to hear when planning a major project?

“Can we pair down the research a bit?”

2-lines in, and we already have our first meme. I’m hype.

So jumping back to research…

Product Marketing, for all it’s weird job descriptions, does have one thing in common.

RESEARCH

Nearly every requisition has it listed. Market research, competitive intel, voice of the customers…etcetera, etcetera.

We are expected to have research on everything. Don’t believe me, just remember the last time you tried to propose a ‘gut-feeling’ idea to your team.

So what’s the deal?

Why are we asked to do positioning, pricing, and product launches…with very little research?

I’d love to hear your opinion, but here’s mine:

Product Marketing is too often viewed as a “tactical” role.
And for most people, there’s nothing tactical about research.

So how do you fix it?

Earlier in the season, Jarod Greene shared a tip that you need to use.

“Bake research into every quarter.”

It’s that simple. Don’t make excuses. Don’t let leadership sway you.

Let everyone know your process, carve out the time in your calendar, and get that research done.

You will love it, and your founder will thank you when your new positioning is validated with buyers instead of an echo-chamber of internal employees.

How do you plan on baking research into your next big project?

Give us a reply and share. We promise not to tell your boss. 😉

🎙Featured Episode:
The True Role of PMMs with Rahim Kaba

Rahim Kaba, was our special guest this week.

As a Director and Research Analyst at Gartner, let’s say he knows his shit. It’s clear that he has a unique view of Product Marketing and where we’re headed.

And unlike me, whose perspective is based on raw emotion and experience, Rahim is rooted in data. He gets to look at PMM through a lens that very few of us ever will.

Go here to listen now.

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