AMA: Atlassian Product Marketing, Marina Ben-Zvi on Enterprise Product Marketing
May 14 @ 10:00AM PT
Register for AMA
We will email you Marina's answers
to these questions after the event in case you can't make it.
How do you evolve enterprise PMM at a platform company when the product portfolio keeps expanding and each team wants their own narrative?
What approaches have you found successful for upselling and cross-selling enterprise products to existing customers?
How do you localize enterprise messaging for global regions while maintaining a coherent master narrative?
How do you balance global messaging with localization needs in enterprise product marketing?
How would you differentiate a mature enterprise product that is similar to competitive products?
We're struggling to find value added differentiators for one of our products that has been around for 20+ years, for which we've historically been recognized as a market leader. Currently we're losing ground because it's very similar to competitor offerings but at 2x the price. What approach would you recommend from product marketing perspective to to drive sales?
What are the key traits you look for in hiring enterprise PMMs?
What are the key differences between enterprise PMM and mid-market?
How do you measure the success of a launch or campaign when your sales cycles are 2 quarters or longer?
Where can PMM provide the most lift in the enterprise sales motion?
What's your framework to prioritizing needs / deliverables when establishing product marketing?
How do you influence the Revenue Org ?
Say, we work in a multi-product company.
One may have a stellar product but if the Revenue /Sales org is not dedicating resources, mindshare, and incentives to your product, it can be hard to grow an enterprise product.
What are your suggestions for such situations?