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AMA: Asana Chief of Staff, Product, Victoria J. Chin on Product Launches
April 28 @ 10:00AM PST
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Asana Chief of Staff, Product, Victoria J. Chin on Product Launches
Top Questions
Victoria J. Chin
Asana Chief of Staff, Product • April 29
It’s never too early to connect with your customers to constantly expand and deepen the strength of your product. Get insights from your customers through product usage data - where are you seeing dropoff? Form hypotheses on why through customer interviews and customer-facing teams, and validate ......Read More
5143 Views
3 requests
Victoria J. Chin
Asana Chief of Staff, Product • April 29
In my experiences, PMM is an inherently cross-functional role, so it’s common to have shared metrics with marketing channel owners (awareness or leads), product teams (adoption or revenue), or sales (pipeline or revenue). Also, metrics vary significantly based on your product, audience, and busin......Read More
13180 Views
4 requests
Victoria J. Chin
Asana Chief of Staff, Product • April 29
The most common mistake I see is not laying the foundation for effective internal coordination, which is critical for every product launch, and even more so for distributed teams. Despite companies’ best efforts to recreate what worked in the office in a remote setting, global workers continue to......Read More
1969 Views
5 requests
If you have to improve the adoption rate of a SaaS product, where would you start?
Like what are the first things you would check/do?
Victoria J. Chin
Asana Chief of Staff, Product • April 29
At Asana, customer empathy and experimentation are not only how we build our product, but who we are. I would start with deeply understanding the customer - what are their needs and motivations? What problems are is your product solving for them? I would then connect with data science and use......Read More
2490 Views
2 requests
Victoria J. Chin
Asana Chief of Staff, Product • April 29
I think of feature launch messaging as a subset of overall product messaging. Both should stem from your company mission and brand promise, and take into account customer needs, broader market trends, and competitive differentiation. A feature launch may have a smaller target audience though, sol......Read More
1672 Views
3 requests
How do you balance launch communications with an ever-changing roadmap?
i.e. managing how to re-allocate the product marketing calendar when shifts happen...say a P0 gets bumped and is now running up on another P0 OR say a P0 gets bumped and now runs up on a P2 bundle release (of which X features have been ready to go live for a few weeks and so bumping would cause even further delay)
Victoria J. Chin
Asana Chief of Staff, Product • April 29
This is always challenging your target audience and press have limited attention spans - so over-communication is never the answer. I would ask questions like: * What is going to be most impactful in furthering your broader company objectives? * Is there an opportunity to bundle multiple f......Read More
1048 Views
1 request
How do you make decisions around channels to use for new product launches?
What are some of the key questions you want to answer when evaluating channels for a product launch and how do you go about finding these answers?
Victoria J. Chin
Asana Chief of Staff, Product • April 29
At Asana, customers are our #1 inspiration - so deeply understanding your target audience (across existing customers and prospects) and what matters most to them would be my first priority. * What are we hearing from customer interviews, and/or customer-facing teams? * What third-party resear......Read More
1799 Views
4 requests
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