Video: Adventures in Messaging S02E04: With Jason Perocho, VP Product Marketing at Braze
August 18, 2021
Finding your product’s unique space in the marketplace is everything. That’s why
positioning and category definition are two of the most important (and
juiciest!) things a product marketer can do. And if you want to do it right, you
gotta start with your customers. In this episode of Adventures i...more
Managing Tense Stakeholder Relationships with Sunny Manivannan, VP Product Marketing at Braze
Connect with Sunny on Linkedin: https://www.linkedin.com/in/sunnymanivannan/
Join Sunny on Sharebird here: https://sharebird.com/profile/sunny-manivannan
Questions we cover in this episode:
1. Tell me about your career path to becoming a product marketer.
2. Can you tell me about some of you...more
I think it's crucial to work closely with other teams at the company on projects
that really matter to their success. For example:
PMM + Demand Gen - website redesign
PMM + PM - roadmap planning, product launches, or pricing & packaging
PMM + Sales - sales enablement, competitive positioning...more
I'm in favor of what I call the 'State of the Union' report - and doing this
every quarter. A 'State of the Union' report is created by a product marketer
for their main revenue-generating product(s). It covers (within the quarter):
(i) the number of net-new wins for that product, the overall...more
In full transparency, I have found it difficult to evaluate the success of a
product launch in a metrics-driven way. There's too many variables at play. For
example, one could use the metric of "how much of Product X did we sell in the
first six months after launch?", but that can be influenced b...more
Sales reps are busy. Sales managers are even busier. It's not easy to convince
these busy folks to take an hour out of their day to sit in a classroom and
listen to a lecture. And when your team is global, the odds are that this one
hour comes at an inconvenient (EMEA) or impossible (APAC) time f...more
Taking the question at face value, there are only two things you can really do:
(1) Make the case to your CEO that all of these different functions picking off
pieces and working in silos is not the best answer to the company, and present
your plan for what it would look like if Product Market...more
Startups are unique because (virtually) every employee is also a shareholder.
Which means that every internal meeting is also a shareholders' meeting.
Now, unlike companies where you are a passive shareholder (Grandma bought you 10
shares of McDonald's, for example) but have no way to influence ...more
Personally, I consider these three questions every day:
1. How can I help my company win more?
2. How can I help my company win bigger?
3. How can I help my company win forever?
The first is about how PMM can help Sales increase win rate and help Marketing
increase pipeline (pipeline x win ra...more
As I wrote in another answer, the market will reward some kinds of tension,
especially if there is substantive disagreement between leaders or functions on
a critical topic (e.g. pricing and packaging, which I believe is the least
understood topic in all of enterprise software). In these cases, l...more