Product Management of Product Marketing, who is responsible for messaging in the product to convert trial users to paying customers?
I have a software product where the user downloads a trial and receives messages to convert. Who is responsible for these messages, product marketing or product management?
Answers (2)
David, by your question I'm assuming you have both functions in your organization. Assuming that's true I would expect that prod. mgmt. got the pain points right when developing the MRD and PRD. From that prod mktg should be able to translate that into messaging. You're asking who's accountable lack of conversion - that could be a much bigger problem than just messaging. Is the price right? Does the user experience on the website make it easy to convert? Does the product actually perform as promised in the messaging? Did prod mgmt get the pain points right? Did engineering code a solution that works for the customer? And so on...failure to convert is much more complex than just getting the messaging right. If I were you I would conduct market research on your site to find out why you're not converting and also ask customers who did convert why...that should help you find the gap and why you may be missing your revenue milestones.
David,
I would like to build on what Patrina has said: The third group that should be involved in converting trial/beta sites into customers is the sales or account team. As she outlines, the broad strokes are Product Management works on product development (which is based on customer/market requirements), Product Marketing develops messaging, as well as pricing & channel strategy. Sales should be brought in when the time is right with trial sites to qualify potential, uncover and remove barriers, and influence those who make buying decisions (who may not be the same as the persons as the users of the product).
