How growth marketers should use product market fit

As a growth marketer, understanding product-market fit is crucial to driving sustainable growth. This article explores what product-market fit is, why it's essential, how to measure it, and how you can leverage it to accelerate success.

What Is Product-Market Fit?

Product-market fit happens when your product meets a strong market demand, and customers consider it indispensable. Sean Ellis defines it as the moment when at least 40% of users say they would be "very disappointed" if they could no longer use your product. Marc Andreessen famously said, "The only thing that matters is getting to product-market fit."

When you've achieved product-market fit, your product delivers significant value to a specific target audience, and you can provide this value consistently and efficiently. It's a key indicator of potential growth and success.

Why You Need Product-Market Fit

Without product-market fit, growth efforts often fail. Elena Verna states, "Growth is helpless without product-market fit." Sean Ellis emphasizes that success in a growth role is 90% about product-market fit and only 10% about executing growth tactics.

By focusing on product-market fit, you ensure that your marketing efforts amplify a product that truly resonates with users. Todd Jackson of First Round Capital notes, "Finding product-market fit is the single most important thing that your startup does in the first 3 years."

Achieving product-market fit allows you to understand your ideal customer profile (ICP), refine your product positioning, and establish a foundation for scalable growth. A strong product-market fit also provides a basis for building a structured growth model to guide your marketing and expansion efforts. For a deeper dive into positioning and how it supports growth marketing, see The growth marketers guide to positioning.

How Is Product-Market Fit Measured?

The most common way to measure product-market fit is through the Product-Market Fit Survey, also known as the Sean Ellis Test. It involves asking users:

How would you feel if you could no longer use the product?

Possible responses:

• Very disappointed

• Somewhat disappointed

• Not disappointed

If around 40% of respondents say they would be "very disappointed" without your product, it's a strong indicator of product-market fit. Sean Ellis found that this metric correlates with a product's potential for sustainable growth.

Product-Market Fit and Customer Discovery

Incorporate the product-market fit survey into ongoing customer discovery, conducting it at least quarterly. This feedback loop keeps you attuned to your customers' needs and perceptions.

For example, Rahul Vohra of Superhuman used a four-question survey to assess product-market fit:

• How would you feel if you could no longer use Superhuman?

  • Very disappointed

  • Somewhat disappointed

  • Not disappointed

• What type of people do you think would most benefit from Superhuman?

• What is the main benefit you receive from Superhuman?

• How can we improve Superhuman for you?

By focusing on users who would be very disappointed without the product, Superhuman refined their offering and increased their product-market fit score from 22% to 58% within three quarters.

How Long Does It Take to Achieve Product-Market Fit?

Achieving product-market fit is a journey. According to a study shared in Lenny's Newsletter, the median time from idea to feeling product-market fit in B2B companies is about two years.

Product-market fit isn't a one-time milestone. Brian Balfour notes, "Competitors arrive, markets segment and evolve, and stuff happens—all of which often make it hard to know you're headed in the right direction before jamming down on the accelerator."

Regularly tracking your product-market fit metric is essential as your product and market evolve.

How to Achieve Product-Market Fit

First Round Capital offers a four-part framework focusing on the "Four Ps" to guide companies towards product-market fit:

• Persona (Customer you are targeting): Define a clear target customer segment. Understand who benefits most from your solution. Adjust your target if it's too broad or too narrow.

• Problem (Problem you are solving): Identify the most important and urgent problems your target customers face. Use customer interviews and surveys to gain insights.

• Promise (Positioning): Clearly communicate your unique value proposition and the benefits your product delivers. Your promise conveys the impact your product has on customers' lives.

• Product (Offering): Ensure your product delivers on the promise. Build solutions that effectively address the identified problems.

By iterating on these elements, you can hone in on product-market fit. If you're struggling to find it, consider adjusting one or more of the Four Ps.

Leveraging Product-Market Fit in Your Growth Marketing

Once you've achieved product-market fit, it's crucial to leverage it effectively in your growth marketing efforts. Focusing on ideation, experimentation, and reporting can enhance your strategies:

• Ideation: Generate growth ideas aligned with your team goals, ensuring they follow best practices and are focused on your product-market fit insights.

• Experimentation: Implement a systematic approach to testing hypotheses, increasing experiment velocity, and learning from results.

• Reporting: Keep your team aligned and stakeholders informed with clear reports that showcase strategy, goals, and outcomes.

Tools like Growth Method can assist you in streamlining this process. Growth Method simplifies your growth marketing workflow by combining ideation, experimentation, and analytics in one platform. This allows you to focus on understanding and enhancing your product-market fit, leading to more effective growth marketing efforts.

"We are on track to deliver a 43% increase in inbound leads this year. There is no doubt the adoption of Growth Method is the primary driver behind these results." — Laura Perrott, Colt Technology Services

About Growth Method

Growth Method is the only work management platform built for growth marketers. We help companies implement a systematic approach to grow leads and revenue.

To date our customers have recorded over 1000 marketing experiments in Growth Method. Learn more about us on our homepage or book a call with us here. We’re here to help you grow.

“We are on-track to deliver a 43% increase in inbound leads this year. There is no doubt the adoption of Growth Method is the primary driver behind these results.” Laura Perrott, Colt Technology Services