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Insights from the Braze Product Marketing Team

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Video: Adventures in Messaging S02E04: With Jason Perocho, VP Product Marketing at Braze
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Sunny Manivannan
Vice President & GM, Global SMB
Sunny Manivannan
Vice President & GM, Global SMB
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
Sunny Manivannan
Vice President & GM, Global SMB
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
Sunny Manivannan
Vice President & GM, Global SMB
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
Sunny Manivannan
Vice President & GM, Global SMB
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
Sunny Manivannan
Vice President & GM, Global SMB
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
Sunny Manivannan
Vice President & GM, Global SMB
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
Sunny Manivannan
Vice President & GM, Global SMB
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
Sunny Manivannan
Vice President & GM, Global SMB
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
Braze Product Marketing Leaders
Sunny Manivannan
Sunny Manivannan
Vice President & GM, Global SMB
Jason Perocho
Jason Perocho
Vice President, Product Marketing