Path2Response Product Management Knowledge Base
Welcome to the comprehensive knowledge base for product management at Path2Response.
About This Book
This knowledge base serves as the central resource for:
- New PM onboarding - Everything a new Product Manager needs to understand Path2Response
- CTO’s interim PM responsibilities - Reference for current product management work
- Claude Code as PM assistant - Context for AI-assisted product development
- Institutional knowledge preservation - Documentation that persists beyond individuals
About Path2Response
Path2Response is a data cooperative specializing in direct mail marketing with growing digital audience capabilities. Founded ~2015 and headquartered in Broomfield, CO.
2025 Theme: “Performance, Performance, Performance”
Key Strategic Shift: Moving toward digital-first products — onboarding proprietary audiences into ad tech ecosystems like LiveRamp and The Trade Desk.
Core Products
| Product | Description |
|---|---|
| Path2Acquisition | Custom audience creation (primary product) |
| Path2Ignite | Performance-driven direct mail |
| Digital Audiences | 300+ pre-built segments |
| Path2Contact | Reverse email append |
| Path2Optimize | Data enrichment |
| Path2Linkage | Data partnerships |
Leadership
- Brian Rainey - CEO
- Karin Eisenmenger - COO (Product Owner for PROD)
- Michael Pelikan - CTO (Engineering leadership)
- Phil Hoey - CFO
How to Use This Book
Getting Started
If you’re new to Path2Response, start with:
- Solution Overview - Core concepts and company identity
- Path2Acquisition Flow - How our primary product works
- Glossary - 100+ term definitions
For Product Managers
Key processes to understand:
- PROD-PATH Process - How Product and Development work together
- Stage-Gate Process - Initiative lifecycle (6 stages, 5 gates)
- Work Classification - Initiative vs Non-Initiative vs Operational
For Technical Understanding
System documentation in priority order:
- BERT Platform - Our unified backend (migration target)
- Project Inventory - Complete inventory of 177 repositories
- coop-scala - Core Spark data processing
For Industry Context
Understanding direct mail marketing:
- Direct Mail Fundamentals - Value chain and economics
- Data Cooperatives - How co-ops work
- Competitive Landscape - Epsilon, Wiland, etc.
Key Concepts
PROD vs PATH
| Project | Owner | Purpose |
|---|---|---|
| PROD | Karin (COO) | Product management — the “what” and “why” |
| PATH | John Malone | Development — the “how” |
Work flows from PROD → PATH at Gate 2 when requirements are complete.
Work Classification
| Category | Description |
|---|---|
| Initiative | Strategic projects, new products, exec-requested |
| Non-Initiative | Enhancements, medium features |
| Operational | Bug fixes, maintenance, small tweaks |
This knowledge base is maintained by the CTO with Claude Code assistance. Last updated: January 2026.