Product Marketing
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Braze

Braze

Team Questions
What does the interview process look like for product marketing roles?
What does your org structure & size of the product marketing team look like?
What does success look like for product marketing at Braze, and how do you measure it?
Video: Adventures in Messaging S02E04: With Jason Perocho, VP Product Marketing at Braze
August 18, 2021
Sunny Manivannan
Vice President & GM, Global SMB at Braze
October 21, 2020
Product MarketingFollow Sunny
Product Marketing is such a cross-functional role - do you feel it is necessary to dip your toe in these other orgs/roles (ex. Demand Gen, Product) to fully comprehend your work and excel?
Vice President & GM, Global SMB at Braze
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
Product MarketingFollow Sunny
What strategies are you using to align stakeholders around customer priorities?
Vice President & GM, Global SMB at Braze
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
Product MarketingFollow Sunny
How do you determine your launch success metrics? What kind of tools do you use to track them?
Vice President & GM, Global SMB at Braze
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 EnablementProduct MarketingFollow Sunny
What are your biggest challenges in enabling global sales teams, and how do you overcome them?
Vice President & GM, Global SMB at Braze
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
Product MarketingFollow Sunny
What advice do you have for dealing with other departments 'taking' major projects and core product marketing responsibilities for themselves simply because they have resources and product marketing has a weak stance in the company, without supportive leadership and has only one or two PMMs (who are therefore barely staying on top of product launches)?
Vice President & GM, Global SMB at Braze
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
Product MarketingFollow Sunny
How do you ensure alignment when you have two senior executive stakeholders who disagree with each other on the proposed strategy and you are stuck in the middle?
Vice President & GM, Global SMB at Braze
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
Product MarketingFollow Sunny
What are the top strategic tasks that a B2B Saas Product Marketer should focus on? Is there any specific tactics that they should have ownership of?
Vice President & GM, Global SMB at Braze
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
Product MarketingFollow Sunny
What's your advice on improving a historically tense relationship between functions?
Vice President & GM, Global SMB at Braze
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