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 one run
In a run on Ramp’s Router launch, the top metric was defined before anything was measured: qualified routed volume, weekly, from sustained-use accounts, with a “no gap week” clause so the definition can’t drift, and one-time signups chasing the $26 credit excluded on purpose. A tree that counted all traffic would reward vanity volume. See the run →
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+
Adoption measured against real use, not launch activity. The listing’s size today: 8.4k installs at a 4.3 / 5 Marketplace rating, an install base that pre-dates my tenure. Cloud Fortified certification was earned during it.
Read the case study