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Product MarketingFollow Rekha
What are some important differences to consider when moving from marketing to ENT to SMB for the same product? How should it change your marketing mix and messaging?
Senior Director, SMB Product Marketing at Salesforce
Obviously, the target personas are different which informs the messaging, positioning, pricing, and packaging strategy. * But at a high level, in SMB, the user and the decision-maker are usually the same person. This means the ROI of a solution or feature is extremely important and needs ...more
Product MarketingFollow Rekha
I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio. I'm not sure what would be the best to present so I stand out from the crowd. What would you present? Can you give specific examples please?
Senior Director, SMB Product Marketing at Salesforce
Welcome to the PMM world! ;) My approach to this would be:  * Take a closer look at the particular job responsibilities. If the job responsibilities are heavy on content creation, I'd include samples of the content you've created in your marketing portfolio.  * In addition, include a var...more
Product MarketingFollow Rekha
I've been working as Project Manager for Marketing Operations for almost 3 years now,I want to break into Product Marketing Management,is it possible, and if so how can a pivot and what skill sets from my current career translate well within the role
Senior Director, SMB Product Marketing at Salesforce
Congratulations on figuring out what you want to do next! Project management skills are invaluable to any function, particularly in PMM. The reason being PMMs are often handling multiple cross-functional projects at the same time. Here's what I would do:  * Shadow PMMs in your organization to u...more
Product MarketingFollow Rekha
What does a product marketing team do differently when targeting SMB buyers vs enterprise buyers?
Senior Director, SMB Product Marketing at Salesforce
Obviously, the target personas are different which informs the messaging, positioning, pricing, and packaging strategy.  * But at a high level, in SMB, the user and the decision-maker are usually the same person. This means the ROI of a solution or feature is extremely important and needs...more
People ManagementProduct MarketingFollow Rekha
How do you structure your Product Marketing team? How big is it, what does everyone do? How do you measure success of each function/person?
Senior Director, SMB Product Marketing at Salesforce
My team is responsible for product messaging & positioning for Salesforce's core solutions for small businesses across our high-growth industries and customer & community marketing initiatives. On my team:  * One PMM per key Salesforce solution for SMBs  * One PMM leading our high-growth SMB I...more
Product MarketingFollow Rekha
Earlier this year. I had an interview which I think went well but after the assignment. I did not move forward to the next round. I would like to how you would handle this assignment. To be better prepared in similar situations. here the quest?
Senior Director, SMB Product Marketing at Salesforce
Sorry, that didn't work out! Here's how I would approach this assignment:  * Study Certain's website to understand their current product messaging and positioning. And make sure your draft is different from this but not drastically different.  * Play closer attention to their customer st...more
Product MarketingSales EnablementFollow Rekha
I'm putting in my Product Marketing and Sales Enablement budget for next year. What line items should I consider?
Senior Director, SMB Product Marketing at Salesforce
You have all the right line items! In addition, I'd recommend: * Focus groups for messaging/positioning/pricing & packaging: I'm a huge fan of getting feedback from prospects and customers on any new changes. This helps to have impactful content.  * Video editor/agency: Having a 3rd part...more
Product MarketingFollow Rekha
It seems like people in product marketing come from all different departments, yet it can be hard to interview & make that functional transfer breaking into product marketing. What tips would you share with someone who is looking to breaking into product marketing?
Senior Director, SMB Product Marketing at Salesforce
You are already one step ahead about narrowing down your next move to product marketing - congratulations!  1. Product marketing roles and responsibilities are different with every company. I'd encourage you to start talking to your target company PMMs and your current company PMMs to g...more
Video: PMM Interviews with Rekha Srivatsan, Senior Director, SMB Product Marketing at Salesforce
June 17, 2021
Product MarketingFollow Srini
What does a developer product marketing manager need to be exceptional at compared to product marketing manager?
Director Product Marketing at Salesforce
If you are targeting developer mindshare and attention, be ready to discuss your product in a detail-oriented, transparency-driven way and explain the business value for their situation. So naturally, for being successful in developer product marketing one has to put the product first when talkin...more