Dysposition

Who is this series for?

Early stage B2B or developer focused companies that have found their first few customers and believe they’re on a promising trajectory towards product/market fit. Spending time on product marketing without having any early traction is akin to spending time on 5 year revenue projections when you have just a handful of customers.

Why should you hear what I have to say?

I’ve spent the last 3 and a half years in product marketing at Twilio during a time of rapid change and transformation for the company. We went from having barely any sales force at the time of going public, to growing the sales organization more than 10x by mid-2020.

What is Product Marketing?

Communicating the value of your offering to a target customer to get them to buy it at a target price. Great Product Marketing drives preference for your product in the marketplace. It ensures your target customers think of your product first when faced with the problem it solves.

Who owns Product Marketing at the early stage?

At the early stage, product marketing needs to be an input to your product strategy. Kicking off a few product marketing activities once you’ve found early traction ensures your product has a strong narrative from day one. It’s also very effective at placing you in your customer’s shoes, forcing you to look at your product from the outside-in.

Why do some API infrastructure startups become massive businesses?

July 28, 2020 Pranav Deshpande Throughout my time at Twilio, I’ve often wondered why some software infrastructure companies become massive businesses while others falter.