This is a tough one because every PMM at every company operates differently.
If there are things that you are personally responsible for delivering, then
measure those things first. Blog post views and/or Sign-ups are two key ones.
Some other ancillary ones you can measure are PR coverage, and pi...more
Can you elaborate on the Product Marketing org structure at Twilio and elaborate on how your team works together to bring new features to market?
Our org structure is pretty straightforward:
* We have PMM teams aligned to our major product areas, Messaging, Voice,
Video, Email, Account Security, Flex (Contact Center), and IoT.
* We also have a Platform PMM team. Because we are a developer platform, there
are a number of horizonta...more
What's a common mistake you see companies make with regard to product launches?
Using a formula. Lets face it, product launches are a formula. You have a new
thing, you position it, and take it to market. You can do all the research and
testing in the world and you may not be successful. On the other hand, you might
launch something in stealth mode, but Elon Musk tweets abou...more
What are some of the best practices you use to enable sales before a huge launch?
Because Twilio is an API-First product, getting the technical folks up to speed
is a huge part of what makes us successful because they are the ones interacting
with our main buyer, developers! This is a little different than a B2B launch.
Generally though, there are three pillars to how I think ...more
What's the best, most turnkey framework to use for building GTM presentations for multiple stakeholder groups?
The one thing I have learned in the pandemic is that a presentation isnt just
slides, its so much more than this now. Its everything about how you show up on
the camera, and engage with the audience, as well as your presentation.
Thinking about how to build the presentation specifically, I'd say...more
Do you approach crafting overall product messaging differently than feature launch messaging?
You don’t want a new feature to distract from the main hero product so you
should think about the specific benefit customers that already use your main
hero product are going to get. Of course you need to communicate the value of
the feature, will your users or customers be able to do something t...more
What are the key areas that are important but often overlooked in a product launch/go to market? Why do you think these areas don't get the attention that it warrants?
Making it memorable. One of the most memorable launches that I remember wasn't
even one that my team did. It was one of our other awesome PMMs. We were
launching our new CLI (Command Line Interface). If you have ever seen a
developer coding, to the uninitiated, it looks like a black screen with a...more
In our company, product marketing owns sales and company enablement. What can enablement do to ensure a successful product launch?
Our CMO always says, “Market your Marketing!” I love that because it's so true.
The best thing we can do for our product launches is to bring the creativity and
excitement to a launch. The more out of the box and memorable you can make the
launch when you are sharing the launch news with your int...more