This past weekend, I spent 3 days in a hybrid classroom & field environment working to get my L1 Avalanche certification. I anticipated learning about snow science, terrain assessment, and rescue techniques. Ironically, I was also gearing up for the single largest product launch that I was leading at my company as a solo-PMM. After successfully receiving my Avalanche certification, I was surprised by how many parallels I discovered between navigating the snowy backcountry and the competitive landscape of product marketing.

Navigating the Terrain: Understanding the Lay of the Land

In the backcountry, every slope tells a story. Similarly, in the realm of product marketing, every market segment, consumer demographic, and competitor landscape paints a picture of opportunity and challenge. Much like we meticulously study the convexities and concavities of a potential slide path, marketers analyze market trends, customer preferences, and competitor strategies to chart a course toward success. And, which course could lead you buried.

Before venturing into unfamiliar territory, thorough preparation is essential. You’d be surprised how much you can fit into a 30L backpack. Each night I packed my bag with the following essentials:

Beacon, probe, shovel
Helmet, goggles, gloves
Boots, poles, skins
Warm layers, hat, snacks
Water, buff, waterproof layer

And, this is just the beginning of the gear needed. My instructor told me to be prepared as if you’re spending a night (or more) in the backcountry. Outside of the gear, you must study the avalanche forecasts, weather patterns, and terrain maps.

In product marketing, I think of some of the items that you need in your toolkit to be a successful PMM including GTM strategy, copywriting, and communication amongst your stakeholders. But before we dive into that, understanding the lay of the land really involves conducting comprehensive market research, gathering consumer insights, and assessing competitor positioning. Armed with this knowledge, marketers can make informed decisions and navigate the market landscape with confidence.

Identifying Hazards: Risks and Challenges in the Backcountry and Marketing

In the unpredictable environment of the backcountry, risk management is paramount. Every decision — from route selection to slope assessment — involves evaluating the potential consequences and mitigating factors. Just as avalanches pose a significant risk in the mountains, marketing campaigns face potential pitfalls and hazards.

Product marketing harps on strategic decision-making, and requires a balanced approach to risk assessment and preparedness. By adopting a proactive mindset and developing contingency plans, marketers can navigate uncertainty and adapt to changing market conditions with confidence. Whether it’s adjusting messaging in response to competitor campaigns or diversifying marketing channels to reach new audiences, proactive risk management is key to achieving marketing objectives and maximizing ROI.

As a solo-PMM I’ve done a few things to try to remain proactive in mitigating risks and safeguarding our campaigns. Some of these items include:

constantly revisiting and reviewing our positioning & messaging
understanding our buyer personas & shifts in the B2B buyer journey
joining Product Marketing Alliance to stay up-to-date on market trends
keeping my stakeholders informed as we change anything in our GTM plans, so we all feel confident come launch day

Teamwork Makes the Dream Work: Collaboration and Communication

In the backcountry, effective communication and teamwork are essential for ensuring the safety of all participants. Clear, concise communication enables the backcountry team to share critical information, coordinate actions, and support one another in times of need. One of my instructors said, “all to go, only one to no.” Meaning, in order to complete a line in the backcountry, everyone must stick together, and travel one-by-one down the pitch. But, if one member of the group has any hesitations, they may be feeling a sense of intuition that guides them a way from that line. It only takes one person who isn’t comfortable to speak up.

In our class, we reviewed Cherry Bowl & Tunnel Creek. In both instances, one person had a feeling that something could go wrong. And in both instances, something did go wrong. Had that one person spoken up, could things be different? Could more lives have been saved? If you haven’t read those case studies, I highly recommend it.

Similarly, in product marketing, collaboration and communication are fundamental to success. By fostering a culture of collaboration across departments and teams, marketers can align efforts, share insights, and leverage collective expertise to achieve common goals.

I do this by fostering open communication and cross-functional collaboration. Quarterly stakeholder meetings build rapport with other teams, while check-ins on project initiatives build trust. When launching a large scale product launch, I also hold space for the internal marketing team to discuss ideas to add into our GTM plan. With the practice of all to go, one to say no, I want to make sure my team feels empowered to speak up if an idea doesn’t resonate with our target audience, or if we need to pivot to include different distribution channels. We operate as a team, and I want to best harness the diverse talents and perspectives of team members to develop innovative strategies and deliver exceptional customer experiences. Whether it’s collaborating on product launches, coordinating promotional activities, or responding to customer feedback, effective teamwork is the foundation of successful marketing initiatives.

Being Flexible Yet Prepared: Adaptability and Agility

Conditions can change rapidly, requiring backcountry skiers to adapt and adjust their plans accordingly. What are some of those changes? Weather. If you have a sunny day, that little bit of warmth can change the snowpack drastically revealing a persistent slab or unforeseen sluff. If you remain observant and vigilant in how quickly conditions can change, that can be the difference between life and death.

Embracing change is at the heart of product marketing. Whether it’s embracing new technologies, exploring emerging channels, or adapting messaging to resonate with evolving consumer preferences, marketers must continuously evolve their strategies to stay relevant and competitive in the marketplace. By fostering a culture of innovation and experimentation, marketers can embrace change as an opportunity for growth and differentiation, driving long-term success and market leadership. My word for 2023 was curiosity. As a product marketer, it felt appropriate to always be asking “what if,” “why,” or “what if we tried…”

What I found is when you ask those types of questions, or lead a discussion with curiosity, we were able to pivot quickly, seize new opportunities, and stay ahead of the competition.

Learning Never Melts Away

In the world of avalanche safety, learning is a lifelong journey. Avalanche professionals continuously up skill, stay informed about conditions, and draw lessons from past experiences to enhance their knowledge and expertise. I see the same in the world of product marketing, especially with the usage of all these new AI tools that are emerging.

By embracing a growth mindset and prioritizing learning and development, marketers can unlock their full potential and achieve greater success in their careers. Here are some places I’ve found to be helpful for continuous learning:

Product Marketing Alliance
HubSpot Certifications
LinkedIn Learning
YouTube, B2B SaaS newsletters, LinkedIn posts from industry leaders

Embracing the Adventure of Product Marketing

Reflecting on both my avalanche course and the whirlwind of navigating the product marketing “avalanche” during the subsequent week-long launch, the array of obstacles and challenges can be daunting. From maneuvering through varying terrains to adeptly managing risks, nurturing teamwork, embracing change, and prioritizing continuous learning, the guiding principles essential for safe backcountry travel remarkably resonate with the demands and opportunities within product marketing.

My advice? Embrace the inherent adventure, build close & collaborative relationships both with your team & external stakeholders, and foster a culture of open communication. I guarantee you’ll be creating an environment that allows for growth, resilience, and FUN.

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What My Avalanche Level 1 Certification Taught Me About Product Marketing