To be successful in a remote working environment, leaders and employees must be
willing to think and work differently.
Shared context: The most critical component to drive alignment
cross-functionally, especially with a remote team, is to provide clear
communications and establish shared underst...more
Because a launch has so many different moving parts across very distinct
disciplines, it is always handy to be agile as pivots may occur.
The best cadence for gathering stakeholder feedback is throughout the launch
process - at the beginning, during the middle and definitely at the end.
This one is challenging because I’ve witnessed year long integrations from newly
acquired products into the overall strategy, and even then, it wasn’t “fully”
absorbed into the main strategy.
First, I would recommend looking at the reasons why this product came under the
fold. What was the visio...more
Customer Success or Customer Marketing teams are your secret weapon when
thinking about Positioning & Messaging frameworks and GTM strategy. Retention is
a key metric for the business, so who better than Customer Success Managers or
Customer Marketing leaders to represent the voice of the custome...more
I take a relationship-based approach when I think about stakeholder management.
I prefer to tailor my style to the individual, so it doesn’t matter as much
which department but what type of personality they have and their communication
preferences. For instance, a leader in department X may prefe...more
What I’ve learned from great leaders who are able to inspire and motivate is to
gain consensus before you walk into the room. This is pretty much how I have
shared messaging guides internally to ensure alignment. If you are really
starting from scratch, hosting a workshop to hear everyone’s opini...more
I am a big believer that mismatched expectations are most often the root cause
of complicated relationships.
Some companies delineate Product Marketing as Inbound and Outbound product
marketing. What are the expectations from leadership and from Product has for
which type of product marketing yo...more
I partner very closely with the VP of Rev Marketing to make sure we have a
coordinated funnel strategy. We are in constant communication and alignment for
acquisition, conversion and retention. In addition, product marketing measures
deals influenced for attribution. Our product marketing team’s ...more
ABM is a topic that is near and dear to my heart, as we just announced 7 new ABM
integrations and hosted a webinar about ABM strategies.
Data-driven marketing has extended beyond analytics, social, SEO/SEM, and A/B
testing into insights and 3rd party data on customers’ wants and needs to tailor
What is the best partnership/process you have seen between product marketing and marketing when it comes to a product launch? We have these as two distinct teams in our organization and we're seeing some confusion when we do product launches. Any documentation or words of wisdom would be helpful.
I would recommend first uncovering the root cause of the confusion. Is the
confusion causing redundancy, disagreements over roles & responsibilities, are
mismatched expectations of results?
The best partnership between product marketing and marketing is when there are
clear metrics that will mak...more
Salesforce immediately comes to mind. When you think of CRM, what other
solutions do you think of? They do a great job explaining the product in
digestible sound bites, by gamifying the learning experience and making advanced
progression and product enablement fun. When they introduced the Trailb...more
I don’t know if there is a turnkey framework but there are definitely lots of
framework options available. You can find one that fits your needs or make your
own (like I do).
Core to a GTM strategy include these essentials:
* Core Bill of Materials (pitch deck, demo, battlecard, FAQ/data sheet...more
Because Product Marketing is at the cross-section between Marketing, Product and
Sales, there are times when they are barely treading water to keep up with all
the product launches, become a “catch all” function or have multiple conflicting
stakeholder priorities. Thus, I think these additional o...more