Role

Marketing Framework Guides for Product Marketers

Framework guides built specifically for Product Marketers. Learn how to use proven marketing frameworks to solve the problems you face every day, with step-by-step processes and real-world examples that actually work.

PRODUCT LAUNCHGet Who To By

A Clear Product Launch Strategy using the Get Who To By Framework

Learn how to a clear product launch strategy using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

TEAM ALIGNMENTGet Who To By

Align Marketing and Sales Briefs using Get Who To By

Learn how to align marketing and sales briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

TEAM ALIGNMENTGet Who To By

Align Product and Marketing Objectives in SaaS Briefs using Get Who To By

Learn how to align product and marketing objectives in SaaS briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

TEAM ALIGNMENTGet Who To By

Align Supply and Demand Objectives in Marketplace Briefs using Get Who To By

Learn how to align supply and demand objectives in marketplace briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

TEAM ALIGNMENT4C Framework

Align Teams Across Functions using the 4C Framework

Learn how to align teams across functions using the 4C Framework. Practical guide with step-by-step process and real examples.

VALUE PROPOSITION4C Framework

Applying the 4C Framework to Enterprise Software Nobody Wants to Buy

Learn how to apply the 4C Framework to enterprise software nobody wants to buy. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Applying the 4C Framework to Fintech Apps Fighting Trust Barriers

Learn how to apply the 4C Framework to fintech apps fighting trust barriers. Practical guide with step-by-step process and real examples.

MARKETING PROBLEMS4C Framework

Applying the 4C Framework to Subscription Products with High Churn

Learn how to apply the 4C Framework to subscription products with high churn. Practical guide with step-by-step process and real examples.

VALUE PROPOSITION4C Framework

Build a Clear Value Proposition with the 4C Framework

Learn how to build a clear value proposition using the 4C Framework. Practical guide with step-by-step process and real examples.

PRODUCT LAUNCH4C Framework

Build a Customer-First Product Launch using the 4C Framework

Learn how to build a customer-first product launch using the 4C Framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Build Actionable Briefs Faster with the Get Who To By Framework

Learn how to build actionable briefs faster with the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Build Customer Relevance in Saturated Categories with 4C

Learn how to build customer relevance in saturated categories using the 4C Framework. Practical guide with step-by-step process and real examples.

PRODUCT LAUNCHGet Who To By

Clarify Conversion Objectives in Fintech Launches using Get Who To By

Learn how to clarify conversion objectives in fintech launches using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Clarify Decision-Maker Focus in B2B Briefs using Get Who To By

Learn how to clarify decision-maker focus in B2B briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

PRODUCT LAUNCHGet Who To By

Clarify Launch Objectives for DTC Products using Get Who To By

Learn how to clarify launch objectives for DTC products using the Get Who To By framework. Practical guide with step-by-step process and real examples.

GO-TO-MARKET STRATEGYGet Who To By

Clarify the Ask in a Go-To-Market Brief using Get Who To By

Learn how to clarify the ask in a go-to-market brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Create a Sales Enablement Brief using Get Who To By

Learn how to create a sales enablement brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Create a Sharper Campaign Brief in Minutes with Get Who To By

Learn how to create a sharper campaign brief in minutes with get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Define Learning Adoption Goals in EdTech Briefs using Get Who To By

Learn how to define learning adoption goals in EdTech briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

Use caseGet Who To By

Define Sales-Support Objectives in Enterprise Briefs using Get Who To By

Learn how to define sales-support objectives in enterprise briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

PRODUCT LAUNCHGet Who To By

Define the One Activation Goal in a SaaS Launch Brief using Get Who To By

Learn how to define the one activation goal in a SaaS launch brief using the Get Who To By framework. Practical guide with step-by-step process and real examples.

GO-TO-MARKET STRATEGYGet Who To By

Define the One Behavior a GTM Brief Must Drive using Get Who To By

Learn how to define the one behavior a GTM brief must drive using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Define the One Retention Behavior That Matters using Get Who To By

Learn how to define the one retention behavior that matters using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Define the One Side That Matters First using Get Who To By

Learn how to define the one side that matters first using the Get Who To By framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Define the One Thing Your Campaign Must Achieve using Get Who To By

Learn how to define the one thing your campaign must achieve using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Differentiate Beyond Price with the 4C Framework

Learn how to differentiate beyond price using the 4C Framework. Practical guide with step-by-step process and real examples.

GO-TO-MARKET STRATEGY4C Framework

Fix a Weak Go-To-Market Strategy with the 4C Framework

Learn how to fix a weak go-to-market strategy using the 4C Framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Fix Feature-Driven SaaS Briefs using Get Who To By

Learn how to fix feature-driven SaaS briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Fix Feature-Led EdTech Messaging at the Brief Level using Get Who To By

Learn how to fix feature-led EdTech messaging at the brief level using the Get Who To By framework. Practical guide with step-by-step process and real examples.

GO-TO-MARKET STRATEGYGet Who To By

Fix GTM Briefs That Try to Do Everything using Get Who To By

Learn how to fix GTM briefs that try to do everything using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Fix Long-Cycle B2B Campaign Briefs using Get Who To By

Learn how to fix long-cycle B2B campaign briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Fix Multi-Audience Marketplace Briefs using Get Who To By

Learn how to fix multi-audience marketplace briefs using the Get Who To By framework. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATION4C Framework

Fix Overcomplicated Messaging using the 4C Framework

Learn how to fix overcomplicated messaging using the 4C Framework. Practical guide with step-by-step process and real examples.

TEAM ALIGNMENT4C Framework

Fix Product–Marketing Misalignment with the 4C Framework

Learn how to fix product–marketing misalignment using the 4C Framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Fix Subscription Campaigns That Chase Too Many Metrics using Get Who To By

Learn how to fix subscription campaigns that chase too many metrics using the Get Who To By framework. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATIONGet Who To By

Fix Your Off-Target Messaging using the Get Who To By Framework

Learn how to fix your off-target messaging using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Fixing Marketplace Positioning Confusion with the 4C Framework

Learn how to fix marketplace positioning confusion using the 4C Framework. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATION4C Framework

Fixing Telco Offers Nobody Understands with the 4C Framework

Learn how to fix telco offers nobody understands using the 4C Framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Gain Strategic Clarity Under Pressure with Get Who To By

Learn how to gain strategic clarity under pressure with get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGY4 Points Strategy

How Growth Leads Prioritize Strategic Choices Using the 4 Points Strategy

Learn how growth leads prioritize strategic choices using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

GO-TO-MARKET STRATEGY4C Framework

How Heads of Product Use the 4C Framework to Support Go-To-Market

Learn how heads of product use the 4C Framework to support go-to-market. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGY4 Points Strategy

How Product Marketers Turn Insight into Strategy with 4 Points Strategy Framework

Learn how product marketers turn insight into strategy using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

VALUE PROPOSITION4C Framework

How Product Marketers Use the 4C Framework to Clarify Value Propositions

Learn how product marketers use the 4C Framework to clarify value propositions. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGY4 Points Strategy

How UX Strategists Shape Strategic Direction with 4 Points Strategy Framework

Learn how UX strategists shape strategic direction using the 4 Points Strategy Framework. Practical guide with step-by-step process and real examples.

CONVERSION & PERFORMANCE4C Framework

Improve Conversion Without Changing the Product with 4C

Learn how to improve conversion without changing the product using the 4C Framework. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATION4C Framework

Make Your Messaging Matter using the 4C Framework

Learn how to make your messaging matter using the 4C Framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Plan Behavior-Driven Marketing using the Get Who To By Framework

Learn how to plan behavior-driven marketing using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

BRAND POSITIONINGGet Who To By

Rebuild Your Brand Positioning using the Get Who To By Framework

Learn how to rebuild your brand positioning using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

VALUE PROPOSITION4C Framework

Rebuild Your Value Proposition using the 4C Framework

Learn how to rebuild your value proposition using the 4C Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Reset Your Brand Positioning Around Real Needs using the 4C Framework

Learn how to reset your brand positioning around real needs using the 4C Framework. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Set a Single Campaign Objective using the Get Who To By Framework

Learn how to set a single campaign objective using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATION4C Framework

Shift Your Thinking from Product to Person with the 4C Framework

Learn how to shift your thinking from product to person using the 4C Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Solve Positioning Weaknesses using the 4C Framework

Learn how to solve positioning weaknesses using the 4C Framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Strengthen Your Creative Work using the Get Who To By Framework

Learn how to strengthen your creative work using the get who to by framework using the Get Who To By. Practical guide with step-by-step process and real examples.

CONVERSION & PERFORMANCE4C Framework

Strengthen Your Landing Page Strategy with the 4C Framework

Learn how to strengthen your landing page strategy using the 4C Framework. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATION4C Framework

Translate Product Features into Human Benefits with the 4C Framework

Learn how to translate product features into human benefits using the 4C Framework. Practical guide with step-by-step process and real examples.

VALUE PROPOSITION4C Framework

Tune Your Strategy to Customer Value using the 4C Framework

Learn how to tune your strategy to customer value using the 4C Framework. Practical guide with step-by-step process and real examples.

BRIEF DEVELOPMENTGet Who To By

Turn a Messy Insight into a Focused Ask using Get Who To By

Learn how to turn a messy insight into a focused ask using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

CAMPAIGN STRATEGYGet Who To By

Turn Vague Marketing Goals into Concrete Actions using Get Who To By

Learn how to turn vague marketing goals into concrete actions using get who to by using the Get Who To By. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATION4C Framework

Understand Real Buying Motivation using the 4C Framework

Learn how to understand real buying motivation using the 4C Framework. Practical guide with step-by-step process and real examples.

CONVERSION & PERFORMANCE4C Framework

Understand Why Customers Hesitate to Buy with 4C

Learn why customers hesitate to buy and how to address it using the 4C Framework. Practical guide with step-by-step process and real examples.

CONVERSION & PERFORMANCE4C Framework

Using the 4C Framework as a UX Strategist to Reduce Choice Friction

Learn how to use the 4C Framework as a UX strategist to reduce choice friction. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Using the 4C Framework for EdTech Products Competing on Features

Learn how to use the 4C Framework for EdTech products competing on features. Practical guide with step-by-step process and real examples.

SALES PROBLEMS4C Framework

Using the 4C Framework for Sales Enablement Teams

Learn how to use the 4C Framework for sales enablement teams. Practical guide with step-by-step process and real examples.

MESSAGING & COMMUNICATION4C Framework

Using the 4C Framework to Market Financial Products People Don't Trust

Learn how to market financial products people don't trust using the 4C Framework. Practical guide with step-by-step process and real examples.

BRAND POSITIONING4C Framework

Using the 4C Framework to Position SaaS Products in Crowded Markets

Learn how to position SaaS products in crowded markets using the 4C Framework. Practical guide with step-by-step process and real examples.

VALUE PROPOSITION4C Framework

Why Customers Don't Care — Fixed with the 4C Framework

Learn why customers don't care and how to fix it using the 4C Framework. Practical guide with step-by-step process and real examples.