AMA: Automation Anywhere Senior Vice President, Product & Solutions Marketing, Claudia Michon on AI and Product Marketing

Generative AI is a tool, an assistive technology. We all need to keep this in mind, especially leaders who erroneously think how they can replace their people with this tech. Why is this the case? The tech (today) cannot do one critical thing - creative, strategic thinking. It's dumb. It can serve data and knowledge, but it doesn't have wisdom. What makes the best PMMs is wisdom, having the ability to harness past experiences, customer needs, and sales requests, understand the market and the tec ...Read More

Every PMM needs to become AI-literate. If you're an IC, you need to think about how to use AI to help you scale. If you're a manager, you need to think about how it can help your team scale. If you're a senior leader, you need to think about how it can help your company scale - and even transform your industry. Today most of the top martech platforms are building generative AI tools into their functionality, but that's not enough. PMMs should always be reading about how the tech works, how it's ...Read More

When you have feature parity, it sometimes comes down to execution. Here are some levers you can use to break away from the pack: "Ours is just better." Explain why it's easier, more accurate, more flexible, more cost-effective, faster, etc. Find ways to shine a light on why your flavor is the right choice. Customer success. Nothing is more powerful than proof of adoption and examples of use cases and success. Give it a great brand and positioning. Make up a new category. The world of AI is the ...Read More

Massively. Automation Anywhere is a generative AI-powered platform, so my team and I must constantly read what's happening in the market to keep up. It has to be a range of sources, from data science influencers to the latest launches and campaigns. On an operational level, we are building GPTs (or Apps) that support the basic PMM tasks we'd love to offload. I'm about to update our OKRs to include the development of GPTs to support various functions. My leads work with our IT teams to add these ...Read More

Oh boy, this is a fun one. First, it's important to note that my team has a really strong working relationship with Product. It's not always the case in every company, and I think it's fair to those who don't that I provide this context. I do my own reading and research. I need to know enough to understand what good looks like and what's not meeting the bar for differentiated innovation. You can't do that if you're just sitting around and waiting for Product to hand you a list of features. I am ...Read More

Dropping in some resources from a previous response! Helpful Tip and Resources Follow Andrew Ng on LinkedIn for thought leadership on the tech Subscribe to the TLDR newsletters for Marketing and AI Podcast: The Artificial Intelligence Show Watch events and read the blogs of the top players in the space (OpenAI, Google, AWS, Microsoft, Nvidia, IBM, Anthropic) Use AI to master AI - chat with ChatGPT and ask questions like, "Explain RAG to me like I'm in high school" or "Give me 10 ways to use gene ...Read More

I want to challenge the statement "Customers don't understand what AI can do." Sure, some don't, but many in the automation space do and in fact, we are learning quite a lot from the initial use cases we see happening across our accounts. Our CS team is always feeding us new ideas so we can integrate them into our product roadmap and capture them in our messaging. There is certainly a lot of opportunity being left on the table as the bounds of AI are relatively limitless (and the limits keep get ...Read More

Yes! It's really helped me speed up my work. I have a template that's attached to this AMA that gives examples of how to do exactly this. The rule of "garbage in, garbage out" totally applies to generative AI tools, models, and LLMs. With RAG, you can enrich your GPTs with relevant data for your customers, products, industry, and competitors to tune a model to become more relevant. Example source content: Persona cards Messaging frameworks Sample content (blog posts, customer interviews) Industr ...Read More

As I answered in another question, generative AI is an assistive technology. It's basically in the toddler stage. It's terrible at critical thinking and creative problem-solving. That is the key skill set of a good PMM. I think the tech is going to be an incredible accelerant for PMMs. But I will say that all knowledge work is going to change dramatically as many of the basic tasks will be picked up by AI. I don't know what this will mean for the future of knowledge work. There are many predicti ...Read More

Our superstar enablement team is in the process of piloting a custom tool that will just get better over time! We're also leveraging new features of our LMS and enablement platforms. Whatever tool you use, remember to crawl, walk, and then run. You'll learn a lot about seller behavior and adoption to iterate on your next version. Search: Enable sellers to more intuitively find a piece of content. Discover: Create a knowledge base for sellers to search for on-demand answers. Evaluate: Automate sa ...Read More