Indy Sen

AMA: Canva Ecosystem Marketing Leader, Indy Sen on Platform Product Marketing

December 21 @ 10:00AM PST
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Canva Ecosystem Marketing Leader, Indy Sen on Platform Product Marketing
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Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderDecember 22
Great question, and always exciting to be at a juncture where you're considering expanding your GTM to address specific verticals and opportunities. Getting a vertical right is not always easy, but when you have the right structure and offerings, the work across other opportunities is very repeat......Read More
1186 Views
1 request
Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderDecember 22
My recommendation in those instances is to start by developing a messaging hierarchy across your overarching offering story and expand it from there. As tempting as it is to rattle off features and benefits across your platform offerings and cater to every use case, having those all ladder up to......Read More
909 Views
2 requests
Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderDecember 22
Two things need to happen when you make that shift from a sales enablement perspective. 1. You need to change your narrative from a product to platform narrative 2. You may need to up-level your sales team and heuristics by bringing on people who are comfortable making the jump to solut......Read More
946 Views
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Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderDecember 21
What a great question, and having seen this shift happen at a few companies, I don't think it was necessarily just a messaging effort that caused the mindset to shift. To be sure, there was a combination of go-to-marketing strategy and storytelling we needed to bring to the table, but it was abov......Read More
847 Views
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How does your platform and solutions PMMs collaborate with product-focused PMMs?
I'm the first product marketer focused on a specific industry across our entire platform while the majority of the team is focused on specific product(s) and/or sales segment.
Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderDecember 22
Think of your PMM team as an interface to the organizations they serve. Your org structure can vary from company to company, but I've often said that messaging, if done right, should be like an API across your organization. Same goes with your PMM organization. The more you can optimize for info......Read More
1176 Views
2 requests