We're Not Marketers Measure important stuff or die trying w/ Pranav Piyush
Product marketing—marketing's favorite misunderstood stepchild or just expensive project management in disguise?
Pranav Piyush (ex-Dropbox, ex-Bill, founder of Paramark) joins the crew to drop some inconvenient truths: most PMMs are stuck doing thankless work because nobody knows who actually runs the business. We're talking hypothesis-driven thinking, why talking to customers isn't optional, the statistical traps that make your research garbage, and why that rebrand probably won't save your pipeline. Also:
The "HIPPO problem" destroying 90% of PMM effectiveness
The three data pitfalls that make your research worthless (cherry-picking is just the start)
Why statistics courses should be mandatory for every marketer
The hypothesis-based approach that turns opinions into provable strategies
Why measuring creative team productivity is a complete waste of time
The incrementality blind spot: 99% of B2B orgs have no clue about their marketing ROI
Activity metrics you should ignore vs. the engagement signals that actually matter
If you've ever felt like a glorified PowerPoint factory or wondered why your data never wins arguments, this episode will either validate your existence or make you question everything. Either way, you'll finally understand why the role exists in the first place.
TIMESTAMPS:
00:00 Introduction and Host Intros
00:37 Introducing the Guest: Pranav Piyush
00:46 Pranav's Background and Career Highlights
01:25 Personal Anecdotes and Adventures
02:40 Origins of the Podcast
03:37 The Role of Product Marketers
07:04 Challenges in Product Marketing
17:40 The Importance of Data in Marketing
24:00 Understanding Positioning and Messaging
24:45 Qualitative vs Quantitative Research in Messaging
25:04 The Role of Customer Research
30:13 Activity Metrics: What Really Matters?
34:29 Creative Work and Measurement
37:31 The Importance of Incrementality
43:58 Rebrands: Are They Worth It?
47:11 Final Thoughts and Podcast Promotion
SNOW NOTES:
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