Whether you’re setting up a product marketing function at your company, refining and streamlining existing processes, or wondering if you even need product marketing to begin with – here’s a realistic breakdown of the first 30, 60, and 90 days of your product marketing journey and how to get the most out of the experience.

How many times have you come across ‘the world’s best __’, or ‘the most-loved __’ plastered on the front page of a website? It’s tempting to claim that you’re the best at something right at the beginning, but stating it yourself isn’t the best way to convince a new audience. So, how can early-stage startups get noticed?

The average customer journey now involves anywhere between 20 and 500+ touchpoints. Customer journeys no longer follow a linear path of marketing qualified lead —> sales prospect —> customer. The actual purchase journey is strewn across a range of points that go all over the map before they converge on a decision.

Organic growth is a combination of having great PMF and being at the right place at the right time. Pursuing product-led growth, where retention goals are just as important as acquisition goals, will differentiate the products that stick around from the ones that don’t.