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.

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Questions covered in this guide:

What does it mean to be product-led?

How has B2B sales and marketing evolved to bring about product-led strategies?

What are the roles on the product growth team?

When should you hire specialized Growth PMs?

What makes a good growth PM? 

How do product growth and marketing coordinate their efforts?

How do product growth and sales work together?

What are the key marketing activities aimed at visitors (pre-sign up)?

What are the key conversion activities aimed at trial or freemium customers (post-sign up)?

How do you identify your north star value realization metric?

How do you target top-of-funnel marketing to high-converting prospect types?

What tech tools should the team leverage?

How should you think about free trial vs. freemium?

What are the most important pieces to get right?

What are the common pitfalls?

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