Fin.com

Fin.com Overview
Website: fin.com
Employees: 45
Headquarters: San Francisco, CA
Founded: 2019
About
Our Work Insights Platform shows you exactly how your CX and operations teams work across the many SaaS applications they use, revealing ways to help your A team achieve their A-game.
Insights from the Fin.com Product Marketing Team
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.comApril 7
I always start with the outcome that matters to the company then back out what needs to happen to drive that outcome. For example, if we need to launch a product that drives XYZ in revenue over the first year, I will try to back out how much pipeline is needed and what kinds of win rates need to happen in order to hit that goal. From there, I will focus on the exact metrics that PMM can directly impact (often win rates, with some collaboration with Demand Gen / Growth Marketing on pipeline generation) then back out what's needed to get those metrics to what we think we need. For example, if...
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.comApril 7
Different companies will define product marketing and sales ops / sales enablement in different ways. The distinction tends to run along a spectrum where on the one hand, Product Marketing will lead the creation of content that focuses on market positioning and differentiation, and on the other hand, Sales Ops will lead specific activities or content that helps translate that marketing positioning in a way that resonates with the experience of being in sales. For example, a Product Marketer may create content that talks about how your company has designed product capabilities to addresse...
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.comApril 7
The answer to this question will depend to an extent on the type of people that you have on the Product Marketing and SDR teams. That said, in general, Product Marketing owns the messaging and positioning and will be more familiar with what's going to stand out compared to other solutions or substitutes in the market in the eyes of the target persona that the SDR is emailing. Based on this, Product Marketing should be providing key talking points and content that will help move the email recipient to an appropriate CTA, whether that's downloading an asset or (preferably) jumping on the phon...
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.comApril 7
Great competitive analysis comes from access to the right information, meaningful insights into the data, and addressing the needs of sales in real-time.  From an information access perspective, it's important to find the right sources of information first and to do this efficiently. This should come from figuring out both what you can easily access from sources available to you (perhaps online research and analyst perspectives) and where it makes sense to put in th effort to dig out further information (for example, finding former customers or industry experts who can provide specific i...
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.comApril 7
Sales enablement success should ultimately drive sales success, including the size & number of deals closed won and win rates. Leading sales enablement indicators of sales success include adoption of content, sales feedback, and feedback from prospects/customers as part of win/loss analysis. In particular, if messaging is done effectively and rolled out properly to the sales team, then the win/loss analysis should show that the messaging ultimately resonated with the prospect upon deal close. Before that even happens, product marketers should be able to see that the field has either downloa...
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.comApril 7
There's two parts to keeping all the above content up to date, including content creation and content delivery: * Content Creation: This is all about capacity planning of the Product Marketing team on the capacity of the team to update content vs. the amount of content that needs to be updated. First, you need to define what content must be kept up-to-date and how frequently these updates need to happen. For example, some product marketing content needs to be updated frequently (e.g. information about new products and/or features that have come out in each release), wher...
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.comApril 7
In this case, you would first want to enable your sales teams on the new persona, including what this persona generally "looks like", relevant pain points, and other information to help sales successfully reach these personas. You will have more a heavy lift in educating sales on how to successfully sell this product compared to a product that's built for the personas that your sales team is already used to targeting. Beyond sales enablement, new target personas will sometimes require a broader rethink of the go-to-market strategy. Is your messaging and content properly targeted to this ...
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.comApril 7
Product documentation can be owned by several teams, most commonly split between a documentation team, product marketing, and product management. Who manages each piece of content depends on the primary function of that content: * Documentation Team: This team is dedicated to educating customers on how to use or implement product capabilities. They provide a standard set of detailed information on what each feature does, intended behavior, configurations, and other information to help internal support teams, partners, and customers use the product. Example documentation includ...
Fin.com Product Marketing Leaders
Charlene Wang
Charlene Wang
Vice President & Head of Marketing