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AMA: Amplitude Director of Product Marketing, Hien Phan on Go-To-Market Strategy
March 15 @ 10:00AM PST
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Amplitude Director of Product Marketing, Hien Phan on Go-To-Market Strategy
Top Questions
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer Marketing • March 15
I'm biased. I'm a former consultant and market researcher— market research always follows priority verticals and market efforts. Depending on the stage of your organization, you might not have the luxury of full fledge research, but you need to at least talk to customers. Get some contextual......Read More
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Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer Marketing • March 15
I think this depends on the material and your audience. If it is customer-facing, the rule of thumb is less is more. Get to the point. The details can go in the appendix. Suppose your execs aren't into detailed, same as the above. However, if your execs are like those at Amazon, then do t......Read More
1112 Views
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Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer Marketing • March 15
KPIs are hard for PMMs. (1) we don't directly influence everything. (2) we have a lot of indirect influence. But my rule of thumb is figuring out your North Star Metric, meaning what is that one metric you can influence that drives say, pipeline, and what are those input metrics? For ex......Read More
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Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer Marketing • March 15
Tbh—this is very hard since most of us sit in North America, and we think the world ends in North America. The key here is to listen to their priorities. They are on the ground and might have different needs. Start with your internal customers before you push for a global GTM strategy. Make s......Read More
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Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer Marketing • March 15
(1) It's a strategy, not a goal. You're diagnosing the problem and focused on how you should go to market. (2) There is an operationalization aspect for your marketing team. Marketers need the audience, message, and channels/communities these people live in. (3) There is an operationalization ......Read More
1167 Views
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Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer Marketing • March 15
1. Diagnosis - what's my opportunity? What's the pain I'm solving? What's the problem? 2. Guiding Principles - given the above. How should I address this problem? This section arent' tactics. 3. Coherent Actions - your tactics. Remember, if #1#1 isn't clear, focused, and concise, then #2......Read More
1325 Views
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How do you think of GTM? What does it include, and what does it not include?
As someone who is looking to specialize myself, hoping to align on what GTM means and your responsibilities in a larger org.
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer Marketing • March 15
When I think of GTM, it's from demand to advocacy. You aren't responsible for every step of this journey but are a significant contributor to enabling and owning the customer buying journey. Questions I always ask myself when I join as a GTM PMM are as follows: 1. Do my fellow marketers have w......Read More
1578 Views
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Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer Marketing • March 15
ICP is a funny topic. First, it's not about persona. I think there is confusion around ICP and persona. ICP is about the propensity to buy, which involves firmographic (what kind of company are they from), technographic (what kind of tech stack is favorable for you and your team), compelling even......Read More
1089 Views
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Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer Marketing • March 15
So I have three principles framework for strategy: the diagnosis, the guiding principles, and the coherent action. This framework has guided me in three careers, including tech. You can read about it in a famous book called Good Strategy, Bad Strategy. So if your strategy isn't working. How d......Read More
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Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer Marketing • March 15
Whether a brief or a presentation, you should always have a core internal doc outlining your strategy and roadmap. I am religious about this exercise—given that it will evolve. Otherwise, you're doing something that someone might not agree with, which will screw up your GTM efforts. Within th......Read More
1131 Views
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Once you have a go to market strategy in place, how do you "convince" everyone on the marketing team, and get the ball rolling around the strategy you've built?
I'm looking for functional/tactical tips please.
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer Marketing • March 15
This question is a great one. First, you don't build the GTM strategy in a vacuum. It's not an exercise of a product marketer where she goes into a dark room for ten days and comes out with a brilliant strategy. You must co-build this with your stakeholders—marketing, and sales. Otherwise, you wi......Read More
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