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Insights from the Scale AI Product Marketing Team

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Dave Kong
Head of Product Marketing
If approached with those terms, I would be wary too. For example, imagine PMs coming to you and told you that they wanted to influence the marketing roadmap. If you heard this, I’d imagine you’d tell them politely to go to hell. What do they know about marketing? What do you know about building a...more
Dave Kong
Head of Product Marketing
For those just starting their Product Marketing career, this can be a challenge. When evaluating candidates that don’t have previous PMM experience, it’s a risk for a hiring manager. You’re competing against many other candidates that do have PMM experience. So what could make you stand out and b...more
Dave Kong
Head of Product Marketing
Highly recommend Brady (https://sharebird.com/profile/bradyjensen) from Aggregate Insights, worked with him before. Very structured process and pretty good at getting a layer or two beneath those standard canned answers to find takeaways that are actionable. Probably easiest to direct message hi...more
Dave Kong
Head of Product Marketing
So if the main problem is: The message isn’t resonating with our audience, what should we do? I would break this into two separate pieces, similar to what you already have thought of above. * Does messaging need to be reworked? * Are my sales reps delivering this adequately? Does messaging ne...more
Dave Kong
Head of Product Marketing
Ah, this sounds like a fun prioritization exercise! If sales enablement was just kicking off, I'm assuming that generally marketing and PMM functions are relatively new as well. There's probably a lot of marketing and enablement debt that you're working through right now. I would be really di...more
Dave Kong
Head of Product Marketing
I know that this is sometimes an incredible challenge. I think the challenge specifically is around balance. A balance between: What are metrics indicative of your business / GTM goals? AND What you can control? This requires leadership buy-in from multiple groups — ideally they would und...more
Dave Kong
Head of Product Marketing
For me, I generally start with questions to determine if new content is actually needed (versus piling on to an already long list of requests). In addition, to your examples above... Evaluating If Content Is Needed * What is the asset that you're requesting?  * Ask yourself: Does it ...more
Dave Kong
Head of Product Marketing
* Tie to your Pitch — ...so that your combined pitch and demo tells one cohesive story. Tell-show-tell. Tell = pitch where you describe the value of your solution. Show = demo where you demonstrate the capabilities that align to your value. Tell (again) = summarize and connect the value...more
Dave Kong
Head of Product Marketing
Check out my reply here, in a previous question. Building on my previous response, I do think about this in those two phases: At launch and post-launch. At Launch At launch, you need your teams to be ready and aligned to the GTM strategy. If a rep cannot effectively pitch, demo, solution...more
Dave Kong
Head of Product Marketing
Well, it’s difficult to “ensure” that anyone is going to use any set of materials. I would look at it from the point of view where PMM's job is to create messaging and materials that sales would want to use.  Understand/Build your Voice of the Customer  To build initial credibility, it’s ess...more
Scale AI Product Marketing Leaders
Dave Kong
Dave Kong
Head of Product Marketing