From Idea to Market: The Role of PMM in Product Validation

Product validation has many aspects to it. One role of the PMM is to look at it from an outside in lens with the user at the core. How do you go about it

October 07, 2023 • Estimated Reading Time: 6 minutes

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This week, we delve deeper into the role of product marketing in product validation. 

Product marketing is a dynamic role, and for startups, PMMs need to wear various hats. Product validation is one critical project and PMMs have to play a critical role in this process.

Being an “Outside-In” role, PMMs brings to the table the critical user insights required product validations.

What is product validation?

Product validation is the process of confirming that a product idea, design concept or the prototype resonates with its target audience. It's the test every startup product must undergo to ensure market fit and viability.

Product validation is not a one time job, it is an iterative process to be done throughout the lifecycle of the product beyond the prototype and generally available product.

Framing the product validation process. 

Product validation is iterative, moving from initial discovery to growth, with PMMs playing a role at every touchpoint.

  • Discovery: Identifying market gaps and user needs.

  • Design, ( MVP/Prototype): Ensuring the product aligns with market demands

  • Beta ( Test  controlled launch): Overseeing controlled launches and gathering feedback.

  • Growth ( feature & General availability): Positioning the product for wider availability.

For each stage, PMMs define the scope, identify relevant data sources, and guide the team on validation steps. Whether it's conducting user interviews, analyzing market trends, or crafting smoke test landing pages, PMMs are at the forefront.

Remember, product validation isn't a one-off task. It's a continuous, iterative process that spans the product's lifecycle.

Who owns product validation?

While multiple stakeholders are involved, the lead typically is the product manager, with PMMs, UX designers, UX researchers and developers playing crucial roles. 

The PMM's role is multifaceted: from gathering market insights to framing the validation process.

Key elements of product validation

The core to any product validation even at an idea stage starts with the user.Typically the elements can be broadly classified as below

  1. User Understanding:

    1. Who is the ideal user of the product?

    2. What is their role and job?

    3. How do they plan to use the product?

    4. What is their one core problem that the product solves?

    5. How are they enabled to achieve a desired outcome?

  2. Market knowledge/ research

  3. Define value proposition and key differentiation

  4. Competition benchmark

Setting the scope of product validation.

Each stage has their own objective, and product marketing managers help define the scope based on user needs.

What insights to look for at every stage of validation?

PMMs should focus on user behaviour, feedback, and market trends.

Strategy Breakdown

Airtable: From idea to product market fit

About Airtable:

Airtable empowers teams, irrespective of their technical abilities, to develop apps for diverse workflows. It's a platform chosen by global enterprises for tasks ranging from product roadmap management to marketing campaigns.

Marketing Mind: Nurturing softer side of PMM

The Power of Active Listening: How this is critical for a process like product validation.

For Product Marketing Managers (PMMs), active listening isn't just a skill—it's a necessity. It's more than hearing; it's about truly understanding the audience's sentiments and needs. In product validation, this understanding is crucial.

By actively listening, PMMs can capture not just spoken feedback, but also the unspoken. This helps in identifying deeper user needs and feelings. During validation, it's essential to ensure the product truly resonates with its audience. Active listening aids PMMs in aligning the product closely with market expectations, ensuring it addresses real user pain points.

To cultivate this skill: 

  • Be mentally present, 

  • Maintain eye contact, and avoid interruptions.

  • Paraphrase to clarify, 

  • Observe non-verbal cues, and practice empathy. 

  • Asking open-ended questions and avoiding premature responses can deepen comprehension. 

  • Commit to continuous learning and practice regularly. By honing active listening, you'll foster trust, improve communication, and strengthen relationships.

In short, for effective product validation, a PMM's active listening is indispensable.

9. Conclusion & Call to Action

Product validation is a crucial process in the ever changing landscape of startups. While the role of product marketing managers does not get the due importance it deserves, they play a critical role in ensuring focus on the right user problem, defining the right audience to target as well as anchor the growth strategy.

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