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Goals

Q4 2026 objectives

These are the primary goals the team is prioritizing this quarter. Goals for PMMs can provide an extra level of focus or to define a specific initiative beyond the business-as-usual work that comes from covering a specific product. Supporting the product they are assigned to is always the default quarterly goal.

Goal 1: Create a referral platform (Driver: Joe Black)

Word of mouth is how we grow. Let's make that explicit and measurable.

Things we could do:

  • Finish previous hackathons, or find a partner

We'll know we're successful when we've discovered incentives that work and have a new growth channel.

Goal 2: Grow Replay Vision adoption (Driver: Sara Miteva)

This is potentially one of our biggest revenue generators.

Things we could do:

  • Use-case marketing
  • Field guide distribution
  • In-app cross-selling
  • New scanner launches

We'll know we're successful when more Session Replay users adopt Replay Vision.

Goal 3: Unify PostHog's AI/Agent story (Driver: Cleo Lant)

Our best users use PostHog outside the PostHog UI.

Things we could do:

  • Use-case marketing
  • Improved onboarding in each interface
  • Market to agents

We'll know we're successful when PostHog AI adoption and engagement increases across multiple surfaces.

Goal 4: Make users data literate (Driver: Lizzie Epton)

Product engineers need data tools, but don't know it yet.

Things we could do:

  • Nurture sequences
  • Sales training
  • Refine on-site positioning

We'll know we're successful when warehouse sources are our fastest growing product.

Goal 5: Fold the context warehouse into PostHog's data-first positioning (Driver: Lizzie Epton)

We need our data-first messaging to be reflected everywhere.

Things we could do:

  • Kill context warehouse as a standalone concept
  • Make data landing pages first-class

We'll know we're successful when the context warehouse is part of PostHog's data story, not a separate one.

Goal 6: Take MCP analytics to market (Driver: Juliana Meyer)

MCP analytics is our best kept secret, but shouldn't be.

Things we could do:

  • Launch plan
  • Onboarding flows
  • Feature launches

We'll know we're successful when we've launched MCP analytics publicly and adoption grows every month.

Sidequests

Sidequests are important areas of focus or things the team cares a lot about, but which aren't their primary goal.

Revamp our email marketing (Juliana)
  • Rationale: Email marketing is a powerful channel that needs a second set of eyes.
  • Things we could do: Changelog experiments. A/B testing. Improved cross-sell logic. UTMs.
Build a campaign library (Juliana)
  • Rationale: We think this will strengthen our brand, inspire marketers to do more weird and redistribute incredible assets.
  • Things we could do: Create a digital museum for campaigns from past and present. Repurpose previous campaigns in other channels.
Migrate off of Customer.io (Joe)
  • Rationale: This will make us more powerful and save a lot of money.
  • Things we could do: Resolve blockers, migrate logic and content, or re-sign with Customer.io and admit defeat.
Make a PostHog case study on PostHog (Cleo)
  • Rationale: Our logo on the customers page links to a marketing use case blog from 2022. It doesn't show PostHog as an example of who we build for: AI-pilled product teams.
  • Things we could do: Write a new case study on how we use PostHog to build PostHog. Link our logo on the customers page to it.

Handbook

You can find out more about what the Developer Marketing team does in the handbook. On Slack we use the #team-marketing channel for most things.

If something needs marketing attention, there are several group handles you can use on Slack.

  • @all-marketers notifies this team, the Wizard & Docs team, the Editorial team, the YouTube team, and James
  • @marketing-team notifies the team members on this page specifically
  • @product-marketers notifies the product marketers on this page specifically

The Developer Marketing team isn't responsible for maintaining the website. For that, please refer to the website team.

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