AMA: Crossbeam Senior Director Product Marketing, Amanda Groves on Competitive Positioning
November 2 @ 10:00AM PT
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👋 Amanda Groves
👋 Hi I'm Amanda Groves.. Philly native (Go Flyers!), Pittsburgh transplant (Go Panthers!)
💼 I currently am the VP of Product Marketing at Enable, a fin tech startup within the Supply Chaqin.
👀 Topics of interest for me are managing M&A and integrating offerings... AI product innovation/roll out and building high-performance PMM teams.
🤝 Topics I am help with... adopting agile marketing, core PMM/Solution PMM, new product introduction process/tiering and pricing and packaging.
🍦 Favorite ice cream flavor.. mochi!
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Here is my spicy take.. and it's not likely not how you've been trained to operate. Stay with me...First, it's critically important to align on exactly "who" is your comp...
1193 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
People, speed, customer success and employer brand are the secret sauce to any business because they are proprietary and CANNOT be replicated. This is your differentiator...
1097 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
I think everyone forgets about "status quo" and "no solution" competitors. These two more often than not - make up the vast majority of whitespace / addressable market fo...
405 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
I uncover competitive insights from using social listening tools like Gong and Chorus. My PMM team has filters set up so we can listen for key concepts, competitors, and ...
429 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
I love how candid this question is! It's true - we build a lot in PMM and largely don't know if it's being used. If you have a tech stack that has a social listening tool...
446 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
I think there's a way to do this via experimentation in top of funnel campaigns. Target prospects in performance advertising campaigns (linkedin for example), and see wha...
527 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
I use a standard product marketing brief for launches that includes competitive positioning. I'll include a section for where we win along with key value props and differ...
437 Views
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How often do you talk to customers, or do qualitative + VOC research?
Is it continuous or at specific campaigns?
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Pretty regularly. I talk with customers at least once a week! To do this I have automated campaigns that share my availability with customers to set up time with me (via ...
429 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
If you can objectively point to artifacts where there are gaps in functionality e.g., website, customer reviews via third-party sites, etc - that would be my suggestion. ...
374 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Context is queen! Here are some ways I tend to approach sharing competitive intelligence with my teams:Customize for the Audience:Tailor the comms to the specific needs a...
457 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Prioritizing competitive insights and making research actionable is crucial for product marketing success. Here are some things to keep in mind so your efforts are moving...
401 Views
1 request