Process Street
Insights from the Process Street Product Marketing Team
Upcoming Ask Me Anything Sessions
Bryan Sise
VP of Marketing, Process Street
Blake Thorne
Senior Product Marketing Manager at Process Street
Building PMM From Scratch with Process Street’s Sr. Product Marketing Manager, Blake Thorne
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Wondering what it’s like to join series A startup and establish the PMM
function? Blake is the very first product marketer at Process Street, a workflow
management tool. In this interview JD and Blake discuss his journey from content
marketing to product and what it’s been like strategically buil...more
VP of Marketing
It sounds like you’re in for a fun and challenging few weeks :). While they’re
likely to be stressful, they might end up as some of the most memorable of your
career.
I would focus on “doing less” on launch day / rebranding announcement day, then
activating with elaborative messages and resource...more
VP of Marketing
Great question. That’s a tension that comes up in a lot of organizations. I’ll
start with what you don’t want to do :).
You don’t want to slow down product velocity. You don’t want to be seen as
advocating for the Product and Engineering teams to slow down the cadence of new
releases they’re pus...more
VP of Marketing
Really early :). When the release is just a twinkle in the PM’s eye :). The way
to do this is to set up a formal PMM:PMM partnering system where each individual
PM is partnered with 2-4 PMs, and they all focus on the same area of the
product. The PMM meets regularly with their PM partners. The ba...more
VP of Marketing
Yes, at ActiveCampaign my team uses a document template for what we call a
Launch Guide, and what at prior companies I’ve called a GTM Plan or a Product
Marketing Brief.
The document template is organized into sections that cover a wide variety of
topics around the launch, such as the beta an...more
VP of Marketing
Using launch messaging that over-focuses on the nuts and bolts of the product
itself, instead of using the launch opportunity to highlight the broader value
of the product line. (Or, on the opposite end of the spectrum, using launch
messaging that is so high-level that customers and prospects can...more
VP of Marketing
I think the process of communicating about a launch to internal stakeholders
starts with identifying the goals of the launch. As you consider launch goals
and how you’ll measure goal attainment, it’s useful to distinguish between:
1) Channel metrics. These are metrics that show how many people y...more
VP of Marketing
Great question; it gives me a chance to describe a concept we use at
ActiveCampaign called launch size. Each of our PMMs are partnered with 2-4 PMs,
and they all focus on the same product area. As the PMM meets regularly with
their partner PMs, they learn about new builds/releases that are planne...more
VP of Marketing
For clarity, I’ll draw a distinction here between product research and product
launch research.
1) Product research happens before resources are committed to build the proposed
product. Product research is critical to ensure that you are, to use YCombinator
parlance, “making something people wan...more
VP of Marketing
I’m glad you asked this question because I’m a big proponent of “rolling thunder
instead of flash in the pan” :). It’s easy to overestimate how closely customers
and prospects are paying attention to every message coming out of your company,
and think that if you make a lot of noise on launch day...more
Process Street Product Marketing Leaders
Bryan Sise
VP of Marketing
Blake Thorne
Senior Product Marketing Manager