Eric Bensley

AMA: Asana Head of Global Product Marketing, Eric Bensley on Building a Product Marketing Team

November 21 @ 10:00AM PST
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Asana Head of Global Product Marketing, Eric Bensley on Building a Product Marketing Team
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Eric Bensley
Eric Bensley
Asana Head of Global Product MarketingNovember 22

30 days - learn the business

60 days - first big win/deliverable (ie Webinar, enablement session, campaign, etc)

90 days - create a plan moving forward for product or solution area

1058 Views
1 request
Eric Bensley
Eric Bensley
Asana Head of Global Product MarketingNovember 22
The key here is aligned metrics. Pipeline is the only one that spans all stakeholders and therefore is a higher priority. More detail here: 1) PMM WITH SALES KR = Pipe. Created and influenced. Deliverable = Selling content, sales plays, sales programs, sales enablement 2) PMM WITH CSM KR = RE...Read More
1123 Views
2 requests
Eric Bensley
Eric Bensley
Asana Head of Global Product MarketingNovember 22
Ability to get stuff done while also driving strategy. To me, a PMM leader still needs to roll up their sleeves and driving a keynote deck, create foundational messaging for a team, get in front of customers. The messaging/positioning muscle atrophies fast. When interviewing potential leaders, I ...Read More
1042 Views
2 requests
Eric Bensley
Eric Bensley
Asana Head of Global Product MarketingNovember 22
When it relates to global teams, it's very important to understand the differences between each region. The biggest challenge supporting global teams is usually that they want something very different than what you have available in HQ. And the key question to ask your global team leads is this: ...Read More
1029 Views
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Eric Bensley
Eric Bensley
Asana Head of Global Product MarketingNovember 22
what works? -knowing the customer/buyer better than any other mktg function -aligning each team member to one of the following: 1) buyer persona, 2) product, 3) channel. -getting feedback on goals and team structure early and often from other marketing leaders -aligning teams/people to key st...Read More
1067 Views
2 requests
Eric Bensley
Eric Bensley
Asana Head of Global Product MarketingNovember 22
Such a good question and there's lots of ways I could answer. But I'll stick with my tried and true, find the executive stakeholders that need it most, and solve for their pain points fast. In my experience, here they are: -Sales leader - AEs do well 1:1 but they don't scale. The question to ans...Read More
1028 Views
2 requests
Eric Bensley
Eric Bensley
Asana Head of Global Product MarketingNovember 22
I've found aligning to key stakeholders is the most bullet proof option. There are many different variations but here are the ones that I've seen work most often: Core PMM -> Product GTM PMM -> Sales Corp Mktg -> Exec Partner PMM -> Business Development Make sure every team and person is a...Read More
1036 Views
2 requests
Eric Bensley
Eric Bensley
Asana Head of Global Product MarketingNovember 22
Be transparent with your team. I share notes from almost every meeting I'm in throughout the day. I've never gotten feedback about oversharing so my disposition is to take the team along as we make changes. No surprises. My experience is people are always open to roll with changes if they underst...Read More
1035 Views
2 requests
Eric Bensley
Eric Bensley
Asana Head of Global Product MarketingNovember 22

Listen more than you talk. Don't ever pretend you know another geo market better than the folks living and breathing it.

1041 Views
2 requests
Eric Bensley
Eric Bensley
Asana Head of Global Product MarketingNovember 22
I'll list out things I always look for and example questions that help me answer: -Key partner alignment - who are your most important stakeholders in your current role? How do you manage the relationship? -Content quality - what work are you most proud of in your career? Can you send me a link...Read More
1094 Views
2 requests