Product & Strategy Categories

Building a Design Function
Product Management
Product Design
Building a Design Function
Partnerships
Building a Design Function
Market Strategy
Building a Design Function
Discovery
Building a Design Function
Activation

All Product & Strategy Guides

Building a Design Function

Audrey Crane is a Partner at DesignMap, and has worked with companies like Salesforce, Docker, NetApp, and eBay over her 25 years in tech. In this guide, she explains how to build out a design function, including how many designers you need, what skills to look for in a hire, and how to leverage third-party design firms.
Audrey Crane
Audrey Crane

Audrey is a Partner at DesignMap. She’s had the great fortune to provide strategic, design, and research support and services over the years to clients like Salesforce, Docker, Electrify America, RSA, A3Ventures, NetApp, Aetna, and eBay, among many others over her 25 years in high tech. She’s also the author of the book “What CEOs Need to Know About Design: A business leader’s guide to working with designers.”

Outcome-based Product Roadmapping

Rajesh Nerlikar is a Co-Founder and Product Coach at Prodify, and co-author of the best selling product book, Build What Matters. In this guide he explains how to build a roadmap centered on customer outcomes instead of features shipped. He outlines how to balance new functionality with maintenance and tech debt, and how to run a cross-functional roadmapping process.
Rajesh Nerlikar
Rajesh Nerlikar

Rajesh Nerlikar is a Co-Founder and Principal Product Advisor / Coach at Prodify and co-author of the best selling product book, Build What Matters. Rajesh has more than 16 years of product management experience. Over the past 3.5 years, he’s advised/coached 35 companies on product strategy, team development and operations, from startup founders to growth-stage product executives to entire enterprise product teams. Prior to Prodify, he was a technology consultant at Accenture, an entrepreneur, a product manager at Opower, a senior product manager at HelloWallet, a director of product at Morningstar, and the Interim Vice President of Product and Design at Savonix, a Prodify client.

Conducting Product Discovery

Jim Morris is the founder of the Product Discovery Group, through which he coaches product teams on idea development, user research, and testing with rapid prototypes. In this guide he explains how to use product discovery to test for value, viability, feasibility, and usability continuously, to minimize waste of precious development resources.
Jim Morris
Jim Morris

Jim Morris is the founder of the Product Discovery Group where he coaches product teams on idea development, user research, and testing with rapid prototypes. He was previously Co-Founder and CTO at Brightday, a workplace productivity startup, and the Head of Product at PowerReviews, a user-generated content platform with 100M+ monthly consumer visits. Jim works with product teams (including product managers, engineers, and designers) to improve skills and foster innovation.

Designing a Product-led Go-to-Market Strategy

Myk Pono is the Director of Product Management focused on Growth & Acquisition at Freedom Financial Network. For the past 12 years, he’s been a product-led growth and go-to-market strategy consultant, author, and advisor. In this guide, he explains what a product growth team is, and how to operationalize a product-led go-to-market strategy.
Myk Pono
Myk Pono

Myk is the Director of Product Management focused on Growth & Acquisition at Freedom Financial Network. 

For the past 12 years, he’s been a product-led growth and go-to-market strategy consultant, author, and advisor (read more MykPono.com). He previously held product and marketing growth roles at Google, Barracuda, Aptrinsic, and Appodeal.

Integrating an Add-on Acquisition

David Demres is Vice President of Marketing and Strategic Development at AutoQuotes, where he’s responsible for M&A. Across similar previous roles, he’s helped integrate 10+ add-on acquisitions. In this guide, he explains how to plan for a successful add-on integration from pre-close planning to full integration 90-180 days later. David covers financial, operational, technical, and communications aspects of the integration process.
David Demres
David Demres

 David is Vice President of Marketing and Strategic Development at AutoQuotes, a SaaS Quote to Cash provider, and previously served as Vice President of New Markets at Light Wave Dental as a part of Alpine Investors’ CEO-in-Training program. Across roles, he’s helped integrate 10+ add-on acquisitions. Earlier in his career, David also worked at Yale University and the Boston Consulting Group, and he earned an MBA at Stanford Graduate School of Business.

Enabling Service / Consulting Partnerships

Zak Pines is VP of Partnerships at Formstack, a workplace productivity platform, where he’s built a team that manages hundreds of consulting and integration partners, responsible for 30% of the company’s new business. In this guide, he lays out the key components of partner enablement, and outlines how to create power-users and advocates at partner agencies and consultancies.
Zak Pines
Zak Pines

Zak is VP of Partnerships at Formstack, a workplace productivity platform, where he’s built a team that manages hundreds of consulting and integration partners, responsible for 30% of the company’s new business and growing. For the past two decades he’s led high growth teams thriving in the top MarTech & CRM ecosystems – including Salesforce, Marketo, HubSpot and many others. Zak takes a cross-functional approach to growth, and is a firm believer that partnerships should be seen as a community, not a channel.

Scaling Onboarding with Self-guided Pathways

Shareil Nariman is the Head of Customer Experience at Arrows. Previously, he led customer lifecycle management, including onboarding, at Sprout Social and previously led operations teams at Booking.com. In this guide, he explains how companies that offer lower-priced SaaS products can leverage cross-functional collaboration and automation tools to design high quality self-guided customer onboarding experiences.
Shareil Nariman
Shareil Nariman

Shareil is currently the Head of Customer Experience at Arrows. Previously, he led customer lifecycle management, including onboarding, at Sprout Social, a tool that enables brands to engage with their social audiences. He pioneered and facilitated the company’s “onboarding guild”, a cross-functional group of leaders who gather to optimize and learn from the customer onboarding process. Shareil previously led operations teams as large as 18 employees at Booking.com, and spearheaded an upsell adoption effort for the company’s BookingSuite division, a portfolio of SaaS advertising and property management solutions.

Identifying and Multiplying Your Best Customers with Customer Segmentation

Tamara Grominsky is the Chief Strategy Officer at Unbounce, and has previously led product marketing at other SMB-focused companies including FreshBooks and Yellow Pages. In this guide, she explains why customer segmentation is a powerful tool for improving conversion, acquisition cost, churn, and lifetime value. She outlines how to take on a segmentation project - from analysis to product packaging.
Tamara Grominsky
Tamara Grominsky

Tamara is the Chief Strategy Officer at Unbounce, where she led the company’s conversion intelligence strategy, including an overhaul of customer segmentation and pricing. Her expertise is in driving go-to-market strategy and revenue acceleration at SMB-focused SaaS companies. She previously led product marketing at FreshBooks and Yellow Pages, and is an Expert in Residence with the Product Marketing Alliance. Across her marketing roles, Tamara has built 3 departments from the ground up, scaling teams from 0 to 30+ employees and shepherding products from launch to $17M+ in ARR.

Optimizing Signup or Trial Conversion

Marc McDougall is a UI/UX designer specializing in helping SaaS companies book more demos and trials by optimizing their sites for conversions. In this guide, he outlines best practices for high-conversion flows and the steps for iterative A/B testing.
Marc McDougall
Marc McDougall

Mark is a designer specializing in helping SaaS companies book more demos & trials by optimizing their site for conversions. He started his career as a UI/UX generalist, but gravitated toward conversion as one of the most valuable focus areas for design, and on SaaS as a field where high conversion rates yield the greatest reward.  He’s since helped optimize conversion on dozens of SaaS marketing websites.

Defining an Ideal Customer Profile

Kirby Wadsworth is the CMO of Ionir, and has served as CMO at enterprise software and networking companies including Illusive Networks, Bayshore Networks, and Limelight Networks. In this guide, he explains how to identify prospect characteristics that predict strong fit, to help sales and marketing automate prioritization.
Kirby Wadsworth
Kirby Wadsworth

Kirby is the Chief Marketing Officer at Ionir, a container-native storage and data management platform. He’s previously served as CMO at enterprise software and networking companies including Illusive Networks, a cybersecurity provider, Bayshore Networks, an ICS security platform, and Limelight Networks, a digital content delivery provider. Kirby has been named one of Forbes Top 10 Most Influential CMOs, a Top 50 Marketing Thought Leader, and a B2B Killer Content Award Winner.

Planning a SaaS Partnership Strategy

Sunir Shah is the founder of AppBind, a tool for resellers to manage SaaS subscriptions. He runs the Cloud Software Association, a SaaS partnership industry network, and previously led partnerships at FreshBooks. In this guide, he lays out how SaaS companies should think about integration, reseller, and marketplace partnership strategy.
Sunir Shah
Sunir Shah

Sunir is the founder and CEO of AppBind, a software company making it possible for partner resellers to buy SaaS and bill it to their clients. He’s also the President of the Cloud Software Association, an industry association for SaaS partnership professionals. Sunir was previously Head of Platform at FreshBooks, where he managed all business around the API and grew the FreshBooks ecosystem to over 70 integration partners.

Designing a Category

John Rougeux is VP of Marketing Strategy at BombBomb and hosts the #CategoryCreation series on the B2B Growth Show podcast. In this guide, he explains how to use category design to capitalize on unclaimed market territory and to help prospects evaluate your product using advantageous criteria.
John Rougeux
John Rougeux

John is currently VP of Marketing Strategy at BombBomb, a video email marketing platform, where he leads category design and messaging, positioning and content strategy. He also co-hosts the #CategoryCreation series on the B2B Growth Show podcast, through which he’s drawn insights from category designers at Hubspot, Salesforce, and Drift. John was previously a VP Marketing at Skyfii, a publicly-traded SaaS company that helps physical venues measure, predict, and influence visitor behavior.

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