Meet ProductColab: Strategic Growth, Aligned

Hi, we're Nic and Dani, the co-founders of ProductColab.
Nearly a decade ago, we joined a bootstrapped startup as early hires - we were just a couple of people with laptops running an entire company. For everyone who hasn't taken this path, it's one where you learn fast, break things, put out fires, and do a little bit of everything. It's an environment where the budget is tight, there's a never-ending list, where everything is a priority, and there are never enough hands to get to everything - imagine you're sending bugs to the CEO.
This experience is our origin story, where we accessed the 10,000ft view of the company strategy and saw successes and failures firsthand. With years of experience spanning bootstrapped to Series C companies, our friendship and complementary product and product marketing backgrounds have led us down a less-taken path - where product and product marketing are strategic partners in building a company-wide vision and alignment toward tangible growth.
ProductColab is a manifestation of our combined vision built from our years of experience. We are a strategic partner aimed at fostering sustainable growth for B2B companies, focusing on customer-centric, data-informed strategies where all teams are aligned and working toward the same goals.
It’s Simple: Build Valuable Growth That Lasts
Our mission is straightforward yet ambitious: to build sustainable growth for B2B companies rooted in providing genuine value. Whether you have millions in funding or no funding, the foundational questions are - are you providing scalable value? Are you using sustainable practices to get there?
Value should always be at the core. Too often, it's forgotten in service of optimizing some strategy or hitting a quarterly goal. At the end of the day, your product should have made lives better. We call this the "don't miss your kids soccer game" factor. Are you impacting your users at the root? Is your product making their schedule easier or getting them a promotion? Are you meeting their pains with such precision that they become evangelists?
Keep your strategies sustainable. You can't always run at 110%. Growth at all costs is out, and often, throwing money and more humans behind an unchecked strategy can lead to burnout and missed goals. Ask yourself, how long can we last at this speed or spend? Are you really sure the problem you're fixing isn't actually a symptom? How confident are you that your current strategy is right?
We're not here for the easy fixes. We've been in your shoes and seen firsthand how a lack of value and sustainable practices can drain teams of budget, innovation, and talent. The solution is at the foundational level of being strategic and intentional about building targeted strategies around product market fit. These strategies come from deep alignment between Product and Product Marketing with shared accountability and alignment with all teams to drive a strategic vision.
Power Struggles, Product & Product Marketing
Ah, the tale as old as time, product vs product marketing - trapped in an eternal struggle for power. Yet, our roles have the same origins and overlap. We both want to identify the ideal customer and unlock those value props. We've lived these overlaps, where teams are repeating work and games of product release hot potato tossed over the wall with little to no collaboration.
There are a few reasons for this. Product and product marketing are emerging domains, and companies are still learning how impactful these roles can be. This even includes product and product marketing teams themselves, needing to find the confidence to stake out a foothold where both teams can collaborate and grow together.
Without a strategic partnership between us, we are left with a stale and murky company vision. Power struggles ensue, with each function trying to assert its dominance. Product releases are disjointed and lack intent. Critical research and user insights get lost in the shuffle, and before you know it, you're building features that are out of touch with market needs.
Without A Vision, Chaos Fills The Void
When there's no clear vision for the problem your product is solving and who it's solving it for, chaos is inevitable. Without a clear direction, each team will start operating toward their own unchecked assumptions.
Working in silos rather than collaboratively drive teams to develop their own vision based on unchecked assumptions. This leads to teams working towards different goals - are we working on improving churn? Or product adoption?
Without that alignment around goals and backed into silos, communication breaks down, impeding any future strategy. It's like ships passing in the night, unaware of the other's course. If it exists, the product narrative becomes fragmented and confusing, leaving a void in its place.
The end result? A market that has no idea what your product actually does.
We See a Better Way
At the heart of our approach are two core values. First, product and product marketing need to be closely aligned. We are strategic partners that should be working together from day one. Collaboratively shaping the product's vision and how it will be presented to the market.
Second, we believe in building shared accountability across teams. Everyone, from sales to customer support, should be focused on providing value to customers and building sustainable processes toward growth. When product and product marketing co-champion growth initiatives, it leads to clear and precise product strategies that can be confidently taken to market.
To make this happen, we believe in building customer-centric processes, feedback loops, and data-driven approaches to get to product market fit with precision. You can't grow on unchecked assumptions, and you can't improve what you don't measure. We're all in this together, working toward the same goal with collaboration and shared accountability across teams.
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