AMA: Amazon Product Marketing at Fire TV (Smart TVs), Amey Kanade on Go-To-Market Strategy

Product marketing is both an inward and outward facing role. It's important to talk to customers, understand their needs, and deliver the product to them. Equally important is bringing customer insights back to the product team. In my various role as a product marketer, I have tried to incorporate a feedback loop to get insights/concerns from customers and bring this back to our product teams and then back to customers: Chat with Customers: Collect insights through online research, surveys, inte ...Read More

Although I currently work for a large corporation, I have spent most of my career at small to medium-sized startups. I'll primarily draw from my startup experience to answer this, while also noting some differences I've observed during my time at Amazon. These high-level points reflect the key elements I've included in the GTM plans I've developed at various startups. Market Research and Analysis: Understand your market, customer, and competition. What is your Value Proposition: Understand your ...Read More

As a GTM lead at various companies, I've found that the role can be quite ambiguous, with responsibilities varying widely. I would say that pretty much all role (~5 or so) were significantly different in many ways. Because of this, I approach each new PMM role with an open mind. Understanding the Landscape: My first step is always to get to know the organization, build trust with other allied teams, and identify where PMM can lead Vs support. Key Responsibilities: Positioning and Messaging: Defi ...Read More

That's a great question! This reminds me of my time as a PMM lead for a 360-degree camera company almost a decade ago. Not only were we launching a new brand of consumer electronic cameras, but we were also creating a new product category that was unfamiliar to most people. Here’s how we approached our GTM strategy: Education-Focused Marketing: A significant part of our strategy was educating potential customers about what 360-degree cameras were and how they could benefit from them. We ensured ...Read More