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AMA: 6sense Director of Product Marketing, Amanda Groves on Product Launches
June 21 @ 10:00AM PST
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6sense Director of Product Marketing, Amanda Groves on Product Launches
Top Questions
Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
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 supports individual departmental goals. Let's start with collaborating with product. I often think about our orgs as a mouthpiece ......Read More
680 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
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? (solution statement) * How does it compare to the competition? (competitive differentiator) * What does good look like fo......Read More
1024 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
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 smoothly. Define what good looks like between your stakeholders along with ownership areas and key responsibilities. CS should he......Read More
965 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
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 - silent/soft launches. The questions I use to size-up tiering are ...Does the feature: * Provide something our competitors......Read More
699 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
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 posts, product tours, explainer videos - or reactivate sleepy customers with targeted email messages. Best resources to learn from:......Read More
1123 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
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 marketplace" within a new product category. The problem we faced was educating the market on the value of our data within these ne......Read More
619 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
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 problem. The book also talks about picking a fight for your product with a focus on vilifying the issues your customers are having. ......Read More
2836 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
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. This will help scale product adoption into new markets at high velocity and make your product stickier. Think about an integrat......Read More
261 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
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 that increases share of wallet, share of voice, domain authority and leadership position. * Activities: webinar, press, analy......Read More
331 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
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 base with new features every 2 weeks, I can guarantee you they are going to be fatigued, saturated, and less likely to engage. Pe......Read More
365 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
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 Stars: win rate, deal velocity, pipe gen, expansion rev to inform PMM peformance. But product activation and engagement/rea......Read More
919 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
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 product usage target? Is the narrative landing in sales calls (listening to gong recordings)? Is the pitch deck working (checkin......Read More
1567 Views
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Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
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 cases that the feature has solved for - you know your launch train is headed in the right direction. Even better, get commitmen......Read More
1038 Views
2 requests
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