Communities
Sign Up / Sign In
Calendly
About
Calendly is a software company that develops a business communication platform used for teams to schedule, prepare and follow up on external meetings.
Insights from the Calendly undefined Team
Jeff Hardison
Calendly Head of Product Marketing • January 10
Account-based marketing started because, for decades, sales did account-based selling. Instead of a salesperson just opening up a list of, say, every financial services company in the world (thousands) with no focus, they work with their sales leadership to identify a target account list to focu......Read More
446 Views
Jeff Hardison
Calendly Head of Product Marketing • January 10
There are different types of competitive product research. Therefore, it's important to ask execs who this research is for. Doing extensive competitive product research to train sales and customer-success is one thing. They're often satisfied with a one- to two-page "battle card" that will help ......Read More
490 Views
Jeff Hardison
Calendly Head of Product Marketing • January 10
I like people who stretch themselves and try, despite all of the challenges others may perceive against them. So, I'd ask myself how has this junior candidate tried to become a product marketer? 1. Have they read some books on product marketing and taking some courses (or gotten certifications)?......Read More
418 Views
Jeff Hardison
Calendly Head of Product Marketing • January 10
1. Ensure you're writing the correct case studies for your business. Align with your executive team — particularly sales and CS — on the types of customer stories they need. Enterprise or mid-market? Certain products or use cases? Which industries or job roles? Then, try to check off......Read More
446 Views
Jeff Hardison
Calendly Head of Product Marketing • January 10
There are a few things I look for when recruiting enterprise PMMs in a product-led growth company going upmarket (with a sales team): - Have they done enterprise PMM work before? This usually means both have: 1) owned the product marketing work for the enterprise pricing plan (in a PLG company t......Read More
464 Views
Jeff Hardison
Calendly Head of Product Marketing • January 10
Each quarter, we survey our salespeople and ask them how we did. You can ask questions like: - How would you rate our help from 1-10? - What's something that was very helpful in closing deals? - Do you have any examples of deals we helped close? - What's something we should work on to improve? T......Read More
450 Views
Jeff Hardison
Calendly Head of Product Marketing • January 10
The No. 1 way you can build trust with cross-functional partners is by listening to them. Try meeting with them at least quarterly and asking: - What have you liked that product marketers have done for you in the distant past? - What are some things my team/I have done for you that's been helpfu......Read More
446 Views
Jeff Hardison
Calendly Head of Product Marketing • January 10
What's defined as "enterprise" and "mid-market" differs in many companies. Generally, sales leadership works with the executive team to segment which size customers they go after such as small businesses (say, under 150 employees), medium-sized (say, 150 to 2,500), and enterprise (say, 2,500 and ......Read More
561 Views
Jeff Hardison
Calendly Head of Product Marketing • January 10
There are two main ways tech companies make money: - sales-led: a salesperson works with a customer and closes the deal (which was the norm for decades) - self-serve: a customer can manually enter their credit-card information into the product to purchase something, bypassing a human. Self-serv......Read More
640 Views
Jeff Hardison
Calendly Head of Product Marketing • January 10
In the last couple of companies, what I've done is create a slide that shows the academic definition and jobs to be done in product marketing: research, positioning/messaging, etc. Then, I host meetings with stakeholders, and show them the slide, ask them what they have experience with product m......Read More
484 Views