AMA: Cisco Product Marketing Leader, Elizabeth Grossenbacher on Platform and Solutions Product Marketing
March 5 @ 10:00AM PT
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👋 Elizabeth Grossenbacher
👋 Hi everyone! I'm Elizabeth ("Elle") Grossenbacher, located near San Francisco!
💼 I'm just about to expand my role at Cisco where I'll lead Product Marketing for the Secure Routing portfolio.
👀 Top of mind for me right now: Positioning! "Reinventing" or "Reintroducing" your portfolio.
🤝 I can help others on all things competitive/market intelligence, customer insights, AR for PMM work, PMM Carer coaching, and messaging/storytelling.
🍦 Favorite ice cream flavor: Baskin Robins Love Potion! They only have it in February, it's amazing.
How would you package a set of features from different products that when used together, provide new value to a specific persona?
Today all our packaging is solution-based, or bundles, and we help multiple personas in each solution. this is the first time we want to package something for a persona using multiple products/features
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
Since your packaging is normally solution-based, shifting to persona-based packaging requires a different approach.Steps to package multi-product features for a persona:D...
2320 Views
1 request
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
Product messaging highlights specific capabilities, differentiation, and use cases tied to one offering. Portfolio messaging needs to unify multiple products under a sing...
1984 Views
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Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
I usually approach this with an expectation that the data exists somewhere in the org; we just need to create unity with the teams who steward them. I do this by showing ...
2663 Views
1 request
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
This varies by organization. Generally speaking, the VP PMM leader creates an organizational strategy that outlines all of this. Here’s how I have seen it work at various...
1350 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.
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
This starts with leadership alignment. Whoever leads Solutions marketing must be tightly locked with PMM leadership with shared goals and strategy. With visibility into t...
1025 Views
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Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
Imagine you’re putting together an outfit for a grand party! The business outcome is that you want to look fabulous. Solutions marketing is the entire ensemble (pants, be...
1836 Views
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Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
You have to do this in 3 phases: Pre- Roll OutRoll Put Post Roll OutPre-Rollout: Executive buy-in first: Ensure leadership aligns on messaging before rollout.Train the tr...
1052 Views
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Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
Once you’ve told the big industry story, you need to show depth and credibility within that industry.Ways to reinforce industry expertise:Customer Proof: Showcase custome...
883 Views
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What tools do you use to manage your packaging, positioning and messaging frameworks?
Is there a tool that helps PMMs with the day to day work of producing and managing assets?
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
If you're not using AI, you're behind! Here are some tips on how to get started right away. The AI tools I love are ChatGTP, Claude, Notion, and Perplexity. PRO TIP: Lots...
953 Views
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