AMA: airSlate Director of Product Marketing and Product Management, Aaron Brennan on Influencing the Product Roadmap
April 6 @ 10:00AM PST
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AirSlate Director of Product Marketing and Product Management, Aaron Brennan on Influencing the Product Roadmap
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Aaron Brennan
Shopify Product Marketing Leader • April 6
This is my number one problem that I run into with Product Teams when entering new companies or teams. Product Marketing is part of the Product Team, I had a great Product Manager that used to tell me that I was a capital "P" not a capital "M" meaning Product always comes first. So I have impacte......Read More
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Aaron Brennan
Shopify Product Marketing Leader • April 6
So I am actually not sure this should be split, the best companies I have ever worked at Product Management and Product Marketing shared these numbers and it was our goal as a team to impact these. Now not every company looks at it this way, some just want to know the impact YOU as a single perso......Read More
818 Views
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How do you influence product roadmap as a product marketer.
This is an interview question we get all the time
Aaron Brennan
Shopify Product Marketing Leader • April 6
First off, Hey everyone! Nice to be doing this AMA with everyon and we will kick it off here with How do you influence the Product Roadmap and a PMM. So this is a great question and I build and strategically place my teams with the Product Management teams in order to make sure that we have this ......Read More
1133 Views
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Aaron Brennan
Shopify Product Marketing Leader • April 6
This is a fun question! Creating new functions that could have a massive impact but you are unsure of is fun and also can be scary. So the goal here is to look for as much data as possible to evaluate the risk! I always start with what are we trying to build and who are we trying to build this fo......Read More
982 Views
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Aaron Brennan
Shopify Product Marketing Leader • April 6
This is hard, Product Marketers should have even more of a hand in a Product Led Organization. Your team should be the market expert on who this is being built for and why and how do we position what we are building to impact the customers coming in. With that being said, sometimes Product Market......Read More
778 Views
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Aaron Brennan
Shopify Product Marketing Leader • April 6
Our team always looks at negative feedback and incorporates it in product roadmap decisions... BUT there is one rule that myself and my teams always use in these feedback sessions. 1 is not a constant, meaning that if it is just one negative feedback we don't use it, as this doesn't mean scale, t......Read More
696 Views
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Aaron Brennan
Shopify Product Marketing Leader • April 6
So I have done a lot of work with Profit Well, they have some great frameworks and suggestions for building Pricing and packaging. The ideal scenario for me is to find out what I am building towards, what is our goal. Is it a land grab, are we just trying to get as many people as possible or are ......Read More
979 Views
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How do you enable your sales team when the product teams decide to introduce a new product that targets a different persona, from your traditional buyer?
Would love to get your perspective on generating excitement around your new product, vs. continuous enablement on the core capabilities of your solutions
Aaron Brennan
Shopify Product Marketing Leader • April 6
Oh this is fun! Adding new features and or functions to grow into a new market or persona is a great way to grow. The sales team on the other hand may not get excited for it, this is new things to learn, new messaging, new persona when they might have gotten used to the last one. I position this ......Read More
483 Views
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