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AMA: Grammarly Global Head of Product Marketing, Natala Menezes on Product Launches
September 21 @ 10:00AM PST
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Grammarly Global Head of Product Marketing, Natala Menezes on Product Launches
Top Questions
Natala Menezes
Grammarly Global Head of Product Marketing • September 21
Pricing is both a science and art -- which means in many cases, it is hard to predict if you have hit the right price (high enough to capture maximum value but low enough that you can scale it to a broad customer base). Because of that, it can sometimes feel like pricing is based on the wind, but......Read More
1369 Views
1 request
What is the best partnership process between product marketing and marketing when it comes to a product launch?
We have these as two distinct teams in our organization and we're seeing some confusion when we do product launches. Any documentation or words of wisdom would be helpful.
Natala Menezes
Grammarly Global Head of Product Marketing • September 21
Teamwork makes the dream work! But with large launches and lots of people eager to make it work, it can be confusing. I find that centering that teamwork on an agreed to “Bill of Materials” -- the list of all marketing content that will be produced - helps drive alignment, timelines, and accounta......Read More
459 Views
2 requests
Natala Menezes
Grammarly Global Head of Product Marketing • September 21
This is going to sound ironic, but having a templatized launch process helps my team focus on creativity in messaging and execution. We use an agreed-upon Messaging & Positioning document framework and a standard launch deck. Then we think about what would be the wildest, craziest thing we could ......Read More
476 Views
2 requests
How do you think about the scope or deliverables for various launches?
Do you have a tiering system? What factors do you consider?
Natala Menezes
Grammarly Global Head of Product Marketing • September 21
We absolutely tier our launches and we do it for 2 specific reasons: * Resources and investment need to match the outcomes we expect from a launch * Not every feature is news! In some cases, bundling features together will tell a more compelling and meaningful story and we are very consciou......Read More
547 Views
2 requests
How do you decide when a product launch has ended in order to determine the success of the 'launch'?
Product is being iterated all the time, so where exactly do you consider to be the end of a product launch period.
Natala Menezes
Grammarly Global Head of Product Marketing • September 21
Define this at the beginning! I typically find that a 3-month lookback gives the most holistic view on a launch success. Within that time period there are a few key moments: * Launch Day - what was delivered in terms of coverage, sign-ups, and customer excitement? * Launch Week - how did t......Read More
536 Views
1 request
What does the Go-to-Market process look like for a global product?
Does it differ vs. more regional launches?
Natala Menezes
Grammarly Global Head of Product Marketing • September 21
Yes -- primarily because enablement needs to be cognizant of local conditions and selling paths. For example, in a large enterprise company, you might have a dedicated specialist sales team in AMER but in the regions, you have sellers that sell the entire portfolio. Getting a share of mind in tha......Read More
622 Views
3 requests
Natala Menezes
Grammarly Global Head of Product Marketing • September 21
1. Create a Leadership Team: - Typically composed of the PMM who will lead the launch, define messaging and positioning and rally the org plus the product manager who owns the product and then key stakeholders from PR, Analyst Relations, and GTM / Sales Readiness. 2. Set a timeline:......Read More
865 Views
4 requests
Natala Menezes
Grammarly Global Head of Product Marketing • September 21
* Not having clear entry/exit criteria to hit milestones ahead of launch → typically results in a launch delay. * Collaborating as a cross-functional team → Team has tension and low trust, slowing the process down and making it less fun! * Messaging that is generic → product won’t resona......Read More
1707 Views
3 requests
Natala Menezes
Grammarly Global Head of Product Marketing • September 21
Launches are exciting moments in time designed to raise awareness and have a big impact on delivering against a vision. They highlight news and shiny new products. Iterative releases are typically smaller-scale improvements and more oriented around product adoption and use. Often combining iterat......Read More
374 Views
3 requests
Natala Menezes
Grammarly Global Head of Product Marketing • September 21
My primary goal with an early-stage launch is scaled traction. If you’ve already got customers, the objective should be to get to the next step function of growth. I.e. 10 obsessed customers would grow to 100 or X in revenue. In terms of budget, the costs are more sweat equity to develop meanin......Read More
403 Views
2 requests
Natala Menezes
Grammarly Global Head of Product Marketing • September 21
Start by defining what you mean by impact: new user acquisition? Product adoption? Market awareness (pr coverage?). With a clear target and success metric, tailor activities to deliver on those goals. My experience has found that PR pops when combined with a customer event or activity (user conf......Read More
673 Views
1 request
Natala Menezes
Grammarly Global Head of Product Marketing • September 21
Start with talking to customers to understand how they buy and their decision-making process. If we are working on a quick-turn launch, qualitative research via focus groups is a quick way to get a framework in place and validate product-market fit. With longer timelines, quantitative research ca......Read More
1045 Views
5 requests
Natala Menezes
Grammarly Global Head of Product Marketing • September 21
People with a background in writing tend to excel at PMM. The key additional quality is to be a puzzle solver. Are they also technically curious (they like to know how things work) and interested in changing marketings? Do they love to tell stories? So much of being a great PMM is about bringing ......Read More
867 Views
1 request
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