Help customers reach the value.
I define the behavior that represents meaningful adoption, find where the journey breaks, and use PMM to make the value easier to understand, reach, and repeat.
- Define. Establish what meaningful adoption looks like.
- Observe. Watch how the audience moves toward or away from that value.
- Diagnose. Determine why the expected behavior is not happening.
- Enable. Improve the messaging, education, proof, guidance, or GTM support that can remove the gap.
- Measure. Determine whether the intervention changed the intended behavior.
- Learn. Feed the result into the next improvement.
- Define value before measuring activity.
- Find the friction.
- Improve the path, then measure again.
One example, from an independent study
From Ramp’s public launch of Router: the $26 credit for new users will bring sign-ups that never route real traffic. So I would define the adoption metric before measuring anything, as accounts routing real traffic week after week, and leave one-time credit sign-ups out on purpose. My analysis, from Ramp’s August 19, 2026 press release. See the study →
What counts as adoption
Not a login, a click, or a launch email opened. The behavior that shows a customer is getting the value the product was bought for. That definition comes first; everything else is measured against it.
How the team relationship works
Product owns the product experience. Success and implementation teams own their customer processes. Growth teams may own acquisition or lifecycle channels. PMM owns helping the market understand the value and connecting adoption evidence back to the commercial story.
Modus Create · Just Add+
Reported portfolio results during my tenure included 15%+ install growth and 35%+ higher engagement. Historical, Jerry-confirmed results; absolute baselines and controlled single-asset attribution are not available.
Read the case study