S4E24 - Growth cannot be siloed featuring Tymur Donets
Aug 10, 2024
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Tymur Donets, a seasoned Growth PM and experimentation consultant, emphasizes that growth requires a holistic approach. He discusses the importance of aligning product and marketing teams to enhance the customer journey. Tymur highlights the need for commercial awareness and empathy, stressing how CROs can support PMs. He advocates for transparency to foster collaboration and suggests that CROs consider specializing in Growth PM to expand their influence. Expect practical insights on driving growth through effective communication and strategic alignment.
Growth PMs play a holistic role that integrates marketing and product teams throughout the entire customer journey to drive alignment.
Empathy and proactive support from CROs towards PMs are essential for fostering collaboration and reducing pressures faced in their roles.
Deep dives
Understanding Growth Product Management
Growth product management differs from traditional product management by focusing on maximizing the usage of existing features rather than developing new ones. A growth PM is concerned with how customers discover and interact with features already in place, aiming to improve commercial metrics like revenue and conversions. This role often overlaps with conversion rate optimization (CRO) and emphasizes rapid experimentation and user research to identify how customers engage with the product. The key distinction lies in the growth PM's focus on commercial metrics, whereas traditional PMs may prioritize other user engagement metrics.
Transitioning from Product Management to Growth PM
The journey from product management to a growth PM often involves a shift in perspective, emphasizing the importance of understanding business models and commercial metrics. Knowledge about how products generate revenue and the associated costs becomes essential for making impactful decisions. A strong foundation in data analysis and user research is crucial as growth PMs leverage this information to drive further customer engagement and optimize existing features. This role also calls for collaboration with cross-functional teams, necessitating effective communication and understanding of various stakeholders' needs.
Collaboration Between CROs and PMs
Collaboration between conversion rate optimizers (CROs) and product managers (PMs) is vital for successful product outcomes. However, misunderstandings about each other's roles can create barriers, preventing effective communication and teamwork. A key to bridging this gap is for CROs to demonstrate how their work contributes to the PMs' goals, offering valuable insights and support rather than imposing requests. Building a holistic view of the user journey and recognizing that all teams are interdependent in achieving commercial objectives can significantly enhance this collaboration.
Navigating the Challenges in Product Teams
Product managers often face immense pressures from multiple directions, leading to stress and burnout. They are tasked with balancing stakeholder demands, legal considerations, and tight delivery deadlines, which makes it crucial for CROs and other team members to empathize with their challenges. Offering proactive assistance, such as anticipating potential objections from stakeholders and addressing them beforehand, can facilitate smoother collaborations. Recognizing the complexities of the PM role allows CROs to tailor their approach effectively, fostering a more supportive environment for both parties.
Tymur Donets, a seasoned Growth PM and experimentation consultant, shared some powerful insights during his Experiment Nation talk. Here are five key takeaways:
Growth PMs are holistic: Don’t be siloed! Growth PMs work across the entire customer journey, ensuring marketing and product teams are aligned.
Commercial awareness is key: Both Growth PMs and CROs must understand the business impact of their work and how it contributes to the bottom line.
Empathy is vital: CROs need to understand the pressures their PM colleagues face and proactively offer support.
Leverage your expertise: If you’re a CRO, consider specializing in Growth PM to expand your impact and skillset.
Transparency is key: Clear communication between teams helps everyone understand their roles and collaborate effectively.
Find Tymur on LinkedIn: https://www.linkedin.com/in/tim-donets-2358364a
Chapters:
0:00 - Introduction and The Role of a Growth PM
0:58 - Growth PM vs. Product Manager
2:40 - Tymur’s Journey and How He Became a Growth PM
5:23 - Importance of Business Savvy and Data Literacy
8:30 - Bridging the Gap Between Marketing and Product Teams
12:42 - Experimenters as Facilitators
16:38 - The Complexity of a Product Manager’s Role
19:50 - CRO Responsibilities and Building Relationships with PMs
24:48 - Transitioning from CRO to PM
29:00 - Finding Growth PM Opportunities and Wrap-Up
#growthmarketing #experimentation #cro #productmanagement #collaboration
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