AMA: Enable VP of Product Marketing, Amanda Groves on Product Launches
June 5 @ 9:00AM 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!
How do you balance the needs and expectations of the senior stakeholders (C level and customer-facing teams) with the reality of the product?
In cases where a delay is needed or the product version is descoped, what are some of your favorite ways to handle stakeholder conversation that most often lands on product marketing team's plates.
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 10mo
you get really good at translation.senior stakeholders care about impact — revenue, retention, differentiation — and they want to know how a launch ties to business prior...
543 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 10mo
I would caution on proposals as this seems like something out of PMMs control. perhaps a better metric is influenced SALs or handraisers for the product you're bringing t...
3422 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 10mo
Think about it as technical v. solution PMM. On our team, product marketers are mapped to product peers with dedicated remits. Our portfolio PMMs/Solution PMMs focus on p...
3925 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 10mo
totally fine and common! you just need to set up the permissions to run accordingly. most modern ESPs have this functionality baked in (HubSpot for example). you'll need ...
3084 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 10mo
Tech companies will always have a bias towards the tech. So it's your job to bring the perspective of the market to the room to level the playing field. Prioritize collec...
2366 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 10mo
The amount of lists doesn't really matter - it's about how you're packaging the message and what matters to your audience. I would anchor the product updates to key theme...
2097 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 10mo
One of the best skills you can hone-in on is messaging and positioning. I'd suggest reading April Dunford's Obviously Awesome and Emma Stratton's "Make it Punchy" to unde...
2667 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 10mo
Certainly!! Some tried and true phases to follow are as follows...1. Define Launch TierNot every launch needs a full GTM push. Categorize by tier:Tier 1: Net new product ...
1147 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 10mo
if i’m pitching a new idea to senior leadership, i keep it focused, strategic, and grounded in impact. i don’t bury the lead or over-explain. instead, i frame the problem...
779 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 10mo
honestly? getting everyone aligned on what kind of launch it actually is.not every release needs a 3-ring GTM circus, but without clear tiers or shared expectations, peop...
577 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 10mo
A recent one actually... we had to launch in two general availability buckets which is not a best practice. This made it particularly challenging to enable and commercial...
1826 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 10mo
you have to design the launch like a relay, not a one-size-fits-all broadcast.in B2B2C, the buyer and the end user often have totally different priorities — so messaging ...
496 Views
1 request
How does a GenAI enabled platform change your approach to customer segmentation?
In a short time, everything is different. Customer segmentation is a hard problem. Does your previous customer segmentation still work? Did you adapt it? Did you create anything new? Or is it still so early that you're still figuring it out?
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 10mo
It makes it more fluid for sure -- some things I like to keep in mind. Instead of relying solely on firmographics, we can now incorporate real-time signals, sentiment, an...
1644 Views
1 request