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What’s a good way to pitch myself for the Senior Manager of Customer Insights job at Pantheon?

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Mitchell Earl answered

Pantheon is in a fast-growing market and just raised a $40M Series D–both are good indicators of the company’s position and potential career upside. This role looks like it has a big focus on taking two channels with early traction and turning them into a consistent, predictable revenue source for the business (agency partnerships and direct-subscribers).

*One note on this role: it is a technical role with major emphasis on prerequisite experience. The less experience you bring to the table, the more imperative I’d suggest it is for you to prove your capabilities.

Skills/Responsibilities/Details that stand out:
• Pantheon handles uptime, performance, scalability, and security
• Seasoned strategist to serve as them as the resident expert for customers who transact with Pantheon online by credit card
• Focused on two key customer segments: agencies and directs subscribers
       ◦ What sorts of agencies are most successful on Pantheon?
       
What do they value?
       
What do their clients want?
       
How can we serve them better?
       
What are the attributes of customers who grow with us and sign contracts?
• GTM and communication srategy; sales and compensation structure; pricing, packaging and promotions; customer support models; and more
• Ideal candidate possesses a generalist’s skillset

Suggestions:
30-60-90 Day Project Plan
       ◦ Study Customer Feedback
       ◦ Demo Their Product
       ◦ Draft a Case Study
       ◦ The Lead List
• Manufactured Referral

Given the seniority of the position, I would recommend coming to the table with strong indicators that you can deliver the goods. For this, I’d recommend offer-stacking: combining multiple tactics to create one exceptionally-strong value proposition for the company. I suggest using these tactics to create a 30-60-90 day plan outlining one valuable thing you can ship in your first 30 days, and follow with iterations to that over 60-90 days.

The aim of these tactics is to give the company a preview of exactly how valuable you can be for them–and if it were me, I’d focus on emphasizing the time until value (or how quickly you can prove a return on investment for them as a new hire).

30-60-90 Day Project Plan: What can you ship in 30 days that would be so valuable for the company that it’d be a no-brainer to hire you?

That’s the question I’d recommend starting with. To help nudge you down the right path, I’d recommend a few combined tactics as starting points:

Study Customer Feedback and Do a Product Demo: First, I’d recommend diving into Pantheon’s agency and direct-subscriber customer bases.

Go explore their website. Figure out why customers buy, what pain-points the product solves, and where there might be opportunities to expand on the value Pantheon brings.

The job description outlines specific questions–come up with answers for each of those, backed with data or customer experience feedback/reviews, if possible.

Demo the product for both use-cases, if possible. Take notes. Try to understand where there is existing friction for the customers and where the real value is.

Another route you might consider taking here is reviewing what competitors are doing, what their customers love/why someone may choose a competitor over Pantheon. Understanding what others are doing in the market may help you identify ways Pantheon can achieve success, and it also may give you a low-hanging fruit segment of the market to target (i.e., running targeted ad campaigns or outbound sales efforts at Flywheel or WP Engine customers).

Draft a Case Study: Do some market research on both customer segments. Try to quantify the market opportunity for both segments. What are the total addressable markets? What are the customer personas Pantheon currently serves in both markets? How can Pantheon reach more of those customers? I’d use the information from the customer feedback, product demo, and market research to put together one case study for each customer type (agencies and direct subscribers) and highlight the “most valuable” customer type in each segment based on your findings.

The Lead List: Then, using the “case study” personas, build a short target list of leads for agency customers.

Make an assumption on unit economics for this (agencies likely have a higher lifetime value than direct subscribers, which means this approach is more feasible than for direct-to-consumers).

For each lead, I’d document where they exist in the market (i.e., how did you find and qualify them? What are they currently using to solve the problem Pantheon could solve better/faster/cheaper? What’s their current budget for this?)

The focus of the lead-list exercise is more about helping you identify potential customers than it is about finding leads–though the leads are potentially valuable, as well.

Bringing It All Together

Using everything you learned from these exercises, come up with something valuable you can ship in your first 30 days to help Pantheon acquire more agency customers or direct subscribers.

Is that a new feature? A new marketing or sales strategy? Is it a tangible acquisition goal (i.e., signing up X number of new customers in that span)? Outline what steps you’ll take to make this happen, the timeline for executing, and, if possible, try to quantify the return on investment of success for your plan over the same period of time.

Then, package it up and include a preview to your plan in the application. Add a call to action for the Pantheon team to access the rest of your plan–something like, "Interested in reading the rest? Email/call me at ___ for complete access."

Manufactured Referral: Lastly, I’d add a wildcard tactic to your approach. Try to find someone at the company you can contact to learn more–someone who can act as a referral to the hiring manager, or a second/third-degree connection on LinkedIn who can make an introduction. I’d recommend sharing your plan with them to help show how serious you are.

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