01
Product Marketing Lead · GTM Strategy · Positioning & Product Narrative · Houston, TX
Lashae
Tanimawo
I'm fascinated by how great products identify real user friction and turn it into something simpler, faster, and more valuable.
Positioning & Messaging
GTM Strategy
ICP Development
AI & SaaS
Value Proposition Design
Sales Enablement
Launch Strategy
Competitive Analysis
Buyer Personas
Revenue Funnel
600K+ Audience Built
Organic GTM
Scroll to ride
02
Stop 02 · The PMM
Who Is
Lashae
I'm the kind of person who reads positioning docs for fun, has opinions about onboarding flows, and gets genuinely excited when a sales rep closes a deal because of a message I built. Also — wife, mom of four, total dachshund mom, and someone who finds the same joy in a perfect bowl of pasta as a perfectly positioned product. The details matter in both. 😄 Read more ↓
The problem I solve
The gap between what your product does and what your market understands. I close it with positioning, messaging frameworks, and launch strategy that make the value impossible to miss.
Why I'm different
600K+ audience grown by practicing the PMM loop in public — find the audience, study the pain, craft the message, iterate. I don't need a playbook. I build them.
What changes when I join
Your team stops explaining the product differently in every room. Launches feel like events. Sales has tools they actually use. And everyone is finally telling the same story.
600K+
Organic audience built from zero
5+
Years doing real PMM work
3
Case study companies below
0→1
GTM builds led from scratch
03
Stop 03 · Show, Don't Tell
Case
Studies
Three companies. Three different PMM challenges. Here's how I think through positioning, GTM, and messaging in each context.
Real Work · B2B SaaS · AI Infrastructure
Nova AI Ops — GTM From Zero
How I built the full go-to-market foundation for an AI-native reliability platform targeting SRE and engineering teams.
The challenge
No existing positioning, no market awareness, no sales team yet. An AI platform solving a real pain — alert fatigue, tool sprawl, incident chaos — but competing against entrenched players like PagerDuty and Datadog. Everything needed to be built from scratch.
My approach
Started with structured customer discovery — talking to SREs and engineering teams to map their actual incident workflows and identify where they felt the most friction. Used those insights to define the ICP and build messaging architecture that spoke their language before pitching the product.
What I built
Full positioning framework, ICP definition, messaging hierarchy, competitive battle cards (see Battle Cards section), founder-led content strategy for LinkedIn, investor narrative, and early sales enablement materials — all without a dedicated team.
The positioning insight
"Companies where downtime directly costs their customers money" — one sentence that identified the exact ICP and the urgency of the problem simultaneously. That became the foundation for every piece of messaging.
Outcomes
0 → 1
Full GTM foundation built from scratch — positioning, ICP, messaging hierarchy, battle cards, sales deck
6 wks
Time to first 1,000 LinkedIn followers using founder-led content strategy I architected
1 sentence
ICP definition that aligned messaging across product, sales, and investor conversations instantly
3 cards
Competitive battle cards shipped to sales covering PagerDuty, Datadog, and OpsGenie
PMM Analysis · GTM Engineering · Signal-Driven Growth
Clay — How I'd Approach the PMM Role
Clay helps organizations turn any growth idea into reality. Here's how I think about their positioning challenge and what I'd prioritize as their PMM.
The positioning opportunity
Clay sits at the intersection of data enrichment, AI research, and GTM automation — a new category most buyers don't have a mental model for yet. The PMM job is to make "GTM engineering" feel inevitable, not experimental. That means leading with customer outcomes, not feature lists.
ICP I'd prioritize
Revenue teams at high-growth B2B SaaS companies who've outgrown their current prospecting stack. The trigger: when manual research becomes the bottleneck between a good idea and a running campaign. These buyers feel the pain acutely — they just don't know Clay is the answer yet.
Messaging angle I'd test
"Stop researching. Start growing." — Clay turns the work of finding and reaching the right people from a manual process into an automated, signal-driven system. The message isn't about the data. It's about getting your best ideas into market faster.
What I'd build first
A use-case library — real customer workflows showing exactly how Clay accelerates specific GTM motions (outbound, ABM, event follow-up, churn prevention). Each one becomes a sales tool, a content asset, and a product positioning proof point simultaneously.
What success looks like at 90 days
1 category
"GTM engineering" defined and owned — not just named, but felt by buyers as inevitable
5 use cases
Documented customer workflows that become the foundation for sales, content, and onboarding
1 ICP doc
Revenue teams at high-growth B2B SaaS — sharp enough that sales immediately recognizes the buyer
↑ pipeline
Messaging that shortens time-to-aha for prospects who already feel the pain but don't know Clay yet
PMM Analysis · PLG · B2B Expansion
Canva — The B2B Expansion Story
Canva started as a consumer tool and is now a serious enterprise play. Here's how I think about the PMM challenge of crossing that chasm without losing the brand.
The positioning tension
Canva's consumer brand is "anyone can design." Their enterprise pitch needs to be "your whole company can design on-brand, at scale, with control." Those aren't the same message — but they need to coexist. The PMM job is to build the bridge without diluting either side.
The real ICP for enterprise
Brand and marketing teams at mid-market companies drowning in off-brand assets created by non-designers. The pain: every team creates their own materials, nothing looks consistent, brand team is a bottleneck. Canva Teams solves this — but the messaging needs to lead with the outcome, not the features.
Messaging I'd build
"Brand consistency without the bottleneck." Position Canva Teams not as a design tool but as a brand governance platform. The buyer isn't the designer — it's the marketing leader who's tired of approving assets and chasing down off-brand content from every department.
Content & launch strategy
I'd build a creator-led campaign using Canva's own community of 600K+ power users (I've built audiences like this) to demonstrate enterprise use cases authentically. Real teams, real workflows, real before-and-after brand consistency stories — not stock photo testimonials.
The hypothesis I'd test first
1 message
"Brand consistency without the bottleneck" — tested across paid, organic, and sales outreach simultaneously
2 buyers
Separate messaging tracks for the brand manager (outcome) vs. the designer (workflow) — same product, different story
↑ ACV
Enterprise repositioning targets marketing leaders who control budget, not designers who use the tool
PLG → PLS
Creator-led content converts individual power users into internal champions who pull in team licenses
04
Stop 04 · Proof of Work
Work
Samples
The deliverables that show up in every PMM role. Here's how I think about and build each one.
Messaging Framework — Nova AI Ops
A structured messaging hierarchy that gives every team — product, sales, content — the same language to use at every stage of the buyer journey.
CategoryAI-native reliability operations
ForSRE and platform engineering teams at B2B SaaS companies where downtime costs customers money
PainAlert fatigue, tool sprawl, and manual incident triage steal hours from high-impact work
Value propNova AI gives your team the context to act in seconds, not minutes — so you fix problems before customers notice them
ProofAI-native root cause intelligence, not just alert routing
Hook"From alert to action in seconds."
Communication Style — Voice Note
Good PMMs can communicate the same idea in a slide, an email, a 30-second pitch, and a Slack message. Here's how I'd pitch Nova AI to a skeptical SRE in 60 seconds.
LT
Lashae Tanimawo · Voice Note
🎙
"Your monitoring stack tells you something broke. Nova AI tells you why — before your on-call engineer has finished reading the alert. That's the difference between reactive and reliable."
PMM Analysis — Pain to Profit Series
Ongoing public PMM analysis where I break down how companies identify real user friction, position products, and connect solutions to the right audience. This is how I think out loud.
ICP identification
Competitive positioning
Value prop critique
Market narrative
GTM sequencing
600K+ audience grew because this content teaches real buying psychology — not marketing theory. That's the same lens I apply to every product I work on.
AI-Powered PMM Workflow
I use AI tools to accelerate every part of the PMM cycle — not as a shortcut, but as a force multiplier that lets me go deeper on strategy.
01
Research — Claude synthesizes customer discovery notes into ICP patterns and messaging signals
02
Positioning — Iterate messaging frameworks fast, test multiple angles before committing
03
Enablement — Draft battle cards, talk tracks, and objection guides in hours not days
04
Launch assets — Canva + CapCut + Claude produce full campaign suites without a design team
Competitor Teardown — AI Reliability Space
How I think about competitive intelligence — not just features, but positioning gaps and the opportunities they create. Built for the Nova AI Ops GTM.
Competitor
Positioning
Core Weakness
Our Opportunity
PagerDuty
Incident mgmt leader
Alert routing & on-call management for enterprise ops teams
Routes alerts — doesn't explain them. Root cause still requires manual investigation
Win on intelligence layer: "From alert to root cause in seconds, not 20 minutes"
Datadog
Observability platform
Full-stack observability — dashboards, APM, infrastructure monitoring
More dashboards to manage. Engineers spend time in Datadog instead of shipping features
Complement play: "We sit above your monitoring stack and tell you what matters"
OpsGenie
Alert management
Part of Atlassian ecosystem — queue management for Jira/Confluence shops
Manages the noise — doesn't eliminate it. Alert volume still crushes on-call teams
Win on noise reduction: "Stop managing alerts. Start eliminating them with AI deduplication"
FireHydrant
Incident response
Streamlined incident response workflows and post-mortems for DevOps teams
Focuses on response speed after the incident — not prevention or root cause intelligence
Win on upstream value: "Don't just respond faster. Understand faster — before customers notice"
05
Stop 05 · How I Work
The
Approach
This is how I think about product marketing — not as a checklist, but as a connected system where each piece reinforces the others.
01
Messaging & positioning
Translate complex product capabilities into clear narratives that help customers and internal teams quickly understand the value. If your own team can't explain it simply, the market won't either.
02
Customer insight first
Study real customer workflows, friction points, and buying triggers before writing a word of positioning. The best messaging sounds like something the customer already believes.
03
Launches that get noticed
Turn feature releases into meaningful market moments through strong narrative framing and coordinated GTM execution. A launch without a story is just a changelog.
04
Sales enablement that actually helps
Equip reps with clear messaging frameworks, objection handling guidance, and use-case stories that improve real conversations — not just slide decks that never get opened.
05
Cross-functional alignment
Product, marketing, sales, and customer success need to operate from one shared narrative. I build that foundation so every team launches from the same story.
06
AI-enabled execution
Use AI tools to accelerate research, messaging development, and PMM execution — so the work is faster, the output is sharper, and the focus stays on strategy.
06
Stop 06 · Sales Enablement Sample
Battle
Cards
Competitive intelligence cards from the Nova AI Ops GTM build — field-ready tools with differentiation narratives, honest competitor assessments, and discovery questions that open deals.
vs. PagerDuty
Incident Management Leader
Our win
PagerDuty routes alerts. Nova AI explains them. We deliver AI-native root cause intelligence so on-call engineers act in seconds — not after 20 minutes of manual investigation.
Their strength
Deep enterprise install base. Strong brand trust with legacy ops teams.
Killer question
"How long does your team take to go from alert to root cause today?"
vs. Datadog
Observability Platform
Our win
Datadog shows dashboards. Nova AI tells you what's wrong and why. We're the intelligence layer above your monitoring stack — not another one to manage.
Their strength
Massive platform breadth. Strong APM. Trusted data collection across infrastructure.
Killer question
"Are your engineers spending more time in dashboards than shipping features?"
vs. OpsGenie
Alert Management
Our win
OpsGenie manages the queue. Nova AI eliminates the noise that fills it. AI-powered deduplication means your on-call team stops getting paged for false positives.
Their strength
Part of the Atlassian ecosystem. Natural fit for Jira/Confluence orgs.
Killer question
"What percentage of your alerts actually require a human to act on them?"
07
LAST STOP The Finish Line
"Great products deserve
to be understood.
That's what I do."
to be understood.
That's what I do."
5+ years of hands-on positioning, messaging, and go-to-market work for technical B2B products. A 600K+ audience grown by understanding how buyers actually think. Ready to bring that to a team where product marketing drives the narrative.
Lashae Tanimawo · Product Marketing Lead · Houston, TX (open to NYC) · [email protected]