rel="nofollow" href="#ulink_7b97d81b-0f7a-5d2d-b62f-9d6ee02544ef">Early Career: One to Five-ish Years
Mid-Level: Five to Twelve-ish Years
Senior: 10+ years
Chapter 29: Product Marketing by Stage
Early Stage: Ignition
Growth Stage: Rapid Rise
Mature Companies: Peak Burn
Adjust Scope to Stage
Chapter 30: Mature Company Inflection Points
“Traditional” Company Becomes a Tech-First Company
A Single-Product Company Becomes a Multi-Product Company
Moving from Product to Solution, Service, or Customer-Centric
International Expansion
12 Conclusion: What You Can Do Right Now
13 Appendix: Marketing Terms Explained
16 Index
List of Tables
1 Chapter 6Table 6.1 Comparing typical product first methods with those that make it ea...
2 Chapter 17Table 17.1 A guide to when and why for different packaging strategies
3 Chapter 19Table 19.1 PGTM canvas work helps you stay customer-first, but know the diff...
4 Chapter 22Table 22.1 A tale of two messaging styles.
5 Chapter 24Table 24.1 Category kings exist in both scenarios.
List of Illustrations
1 Chapter 2Figure 2.1 Whiteboard recreation.
2 Chapter 12Figure 12.1 Release Scale example.
3 Chapter 15Figure 15.1 The classic technology adoption curve.Figure 15.2 Growth stalled because existing customers weren't the best ones ...Figure 15.3 Well-planned marketing strategies and tactics combined with stro...
4 Chapter 19Figure 19.1 The Product Go-to-Market Canvas template with a productivity app...Figure 19.2 The resulting PGTM working session with go-to-market teams.
5 Chapter 23Figure 23.1 Netflix's website in 2009.Figure 23.2 Netflix's website circa 2014.Figure 23.3 Netflix's website around 2016.Figure 23.4 Zendesk's website, circa 2010–2011.Figure 23.5 Zendesk's early 2014 pre-IPO web page.Figure 23.6 Zendesk's website in the initial post-IPO era.
6 Chapter 25Figure 25.1 The blank One-Sheet Messaging Canvas that starts the process.Figure 25.2 Early draft One-Sheet Messaging Canvas from IndexTank.
Guide
1 Cover
5 Foreword
9 Conclusion: What You Can Do Right Now
10 Appendix: Marketing Terms Explained
13 Index
Pages
1 i
2 iv
3 v
4 vi
5 vii
6 xiii
7 xiv
8 xv
9 xvi
