AMA: 6sense Director of Product Marketing, Amanda Groves on Product Launches
June 21 @ 10:00AM PT
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👋 Amanda Groves
👋 Hi I'm Amanda Groves.. Philly native (Go Flyers!), Pittsburgh transplant (Go Panthers!)
💼 I currently am the VP of Product Marketing at Enable, a fin tech startup within the Supply Chaqin.
👀 Topics of interest for me are managing M&A and integrating offerings... AI product innovation/roll out and building high-performance PMM teams.
🤝 Topics I am help with... adopting agile marketing, core PMM/Solution PMM, new product introduction process/tiering and pricing and packaging.
🍦 Favorite ice cream flavor.. mochi!
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
I have, a few times! To establish a Beta program, I would work closely with customer success and product as both stakeholders are needed to keep a beta program running sm...
1693 Views
1 request
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
Challenges I've had seem to stem from lack of customer validation early in the product development process. I once launched 25 apps at once within a new "integrations mar...
1144 Views
1 request
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
Core ingredients can be mapped by channel/tier. Tier 1: Big launch moment, essentially we are throwing the kitchen sink at this thing! Defined as: net new innovation th...
373 Views
1 request
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
When launching new features in products, you can influence activation by reaching your customers where they are in their journey. Whether that's in-app with embedded post...
1977 Views
1 request
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
Think about cannizablization. If you don't have partner ecosystem, I would invest in a roadmap that supports product expansion via ecosystem v. traditional direct sales. ...
315 Views
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If your product team works in two-week sprints, how do you balance and prioritize each launch? In other words is a "release" always a "launch" and how do you differentiate and treat each?
Product team releases something worthwhile (to a degree) every two weeks. A new feature is released in an MVP stage (not always in beta) and frequently iterated on. How does a small team manage the constant updates to existing products to ensure clients are informed (so the updates get used/don't take anyone by surprise) but aren't constantly being bombarded by marketing messages.
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
I would suggest bundling the two week sprints into a larger quarterly release cycle so you can benefit from a bigger, impactful story. If you are hitting your customer ba...
454 Views
1 request
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
I track product usage out of the gate and usually shoot for 30% attach rate (adoption) within the target audience I'm serving. From there I look to our company North St...
1507 Views
2 requests
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
Define your why: Why does this feature/product matter? (value) What use cases does it solve for? (messaging) How does it compare to the "old way" of doing things? (solu...
2187 Views
2 requests
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
Over the years I created a tiering calculator to help me gauge feature impact and inform relative GTM activities. They range from Tier 1 (biggest launch type) to Tier 4 -...
1182 Views
2 requests
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
It certainly depends on the launch tier along with other market factors/customer dimensions, but typically I am looking at the data to inform next steps. Did we hit our p...
2518 Views
2 requests
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
Telltale signs of success: customer buy in. If you have customers that have tested the new feature (in alpha or beta phases), informed the roadmap, and have provided use ...
1588 Views
2 requests
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
Wow, great question! Given these departments are measured on very different dimensions, it's important to keep their North Stars in mind and collaborate in a way that sup...
1424 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
I really like the story brand framework by Donald Miller. The narrative structure puts the customer as the hero of the story and your solution as the guide to their probl...
4181 Views
1 request