New Product
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.
Crafting a Go-to-Market Story

Ken Rutsky helps B2B growth company executives in sales, marketing, and the C-Suite to breakthrough and achieve and grow market leadership in new and existing markets. Before he launched his consulting practice, he spent 20+ years in B2B marketing operational roles. In this guide, he explains why a “hero’s journey” type story is a powerful tool for tech companies to create urgency and gain market share, and how to create one.
Defining an Ideal Customer Profile

Kirby is the Chief Marketing Officer at Elevate Security, and has served as CMO at enterprise software and networking companies including Ionir, 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.
Hiring a Product Marketer

Ryan Goldman is the Global VP of Marketing at Moloco, and has led marketing or product marketing at Soundcloud, Pendo, Sentry, SignalFx, and Cloudera, and over the course of his career, he's managed or hired 15+ B2B product marketers. In this guide, he explains how to find a product marketer who can serve as a bridge between the product, the sales org, and the market.
Increasing Prices Intelligently

Mark Stiving is Chief Pricing Educator at Impact Pricing, an advisory firm specializing in value-based pricing for B2B technology companies. In this guide, he describes how to manage a price increase (which probably shouldn’t be an across-the-board increase) including deciding how much more to charge, which customers should see a price increase, and how to manage the roll-out.
Managing Scalable ABM Campaigns

Heidi Vandermeer is the Director of Demand Generation at Resolver and has led account-based marketing at Security Compass and Uberflip, and has won an ABMie award for best ABM campaign at scale. In this guide, she shares how to select an ABM account list, and how marketing and sales should work together to execute ABM campaigns.
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.
Planning and Running a Community Event

Mark Huber is Head of Brand & Product Marketing at Metadata, where he ran the company’s virtual conference with 4,500 registrants, almost 2,000 attendees, and 20 speakers. In this guide, he lays out how to plan and run a virtual community event for customers and prospects in a way that optimizes the day-of experience and creates reusable content.
Positioning and Launching a New Product

Dan Murphy has led product marketing at Privy and Drift, where he’s overseen over 70 product launches and more than a dozen large, new product launches. In this guide, he walks through how to position and launch major new offerings, including new products, products introduced to new verticals, acquired products, and important partnerships.
Search for more expertise
Many authors have areas of expertise that have not (yet) been written into full guides.