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AMA: Gong Director of Product Marketing, Victoria Chernova on Influencing the Product Roadmap
September 22 @ 9:00AM PST
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Gong Director of Product Marketing, Victoria Chernova on Influencing the Product Roadmap
Top Questions
Victoria Chernova
Gong Director, Product Marketing • September 21
I wouldn’t view them as necessarily conflicting, but more so that PMM brings a different perspective :) First of all, I would lean into data as much as possible. That not only makes the conversation more objective, but also strengthens your case. That could be quantitative (surfacing an increa......Read More
430 Views
5 requests
What template do you use when pitching customer/prospect priorities to Product leadership?
We have data points and a long backlog of features that need to be prioritized to help us win. I'm struggling to consolidate it into a consumable format for product to digest and decide
Victoria Chernova
Gong Director, Product Marketing • September 21
A market requirements document (usually a spreadsheet) has been effective. When working with product, I’ve found that presenting requests as pain points, and preferably through actual customer quotes, is more compelling than feature requests. I would then score these pains based on how frequently......Read More
685 Views
4 requests
Victoria Chernova
Gong Director, Product Marketing • September 21
I saw this work really well at Asana with a VoC program, which was conducted on a quarterly basis and involved representatives across all “listening channels” at the company: Sales, CS, support, and PMM (which represented new market opportunities and competitors). The final deliverable was a cons......Read More
555 Views
5 requests
What's the best way to communicate learnings to product teams?
Are there best practices or particular formats that are best communicate - i.e. workshops, presentations, meetings
Victoria Chernova
Gong Director, Product Marketing • September 21
I’ve touched on this in the answer above, but to summarize: 1) speak their language as much as possible by prioritizing customers pains points, not features; 2) bring a unique perspective (share research on an audience segment they don’t have access to, or market/competitive intel); and 3) lead w......Read More
397 Views
3 requests
Victoria Chernova
Gong Director, Product Marketing • September 21
For longer term roadmaps (a year out), I think about how to grow the company’s TAM. What are potential new personas, industries, or use cases we’re already seeing organic traction in and could build on if we had supporting product functionality? For a quarterly roadmap, I think about how I can......Read More
619 Views
6 requests
Victoria Chernova
Gong Director, Product Marketing • September 21
Building on an earlier question, for a longer term roadmap (6-12 months out), I would get ahead of product’s planning process. One way PMM has been able to add value at Gong is by conducting market research ahead of half-yearly and annual planning. For shorter term influence, I would work in l......Read More
1080 Views
6 requests
Victoria Chernova
Gong Director, Product Marketing • September 21
A full stack PMM requires the perfect mix of “left brain / right brain.” But there’s a reason why “whole brain” isn’t as popular of a cliché. I believe that anyone can build on their existing skills to succeed as a full stack PMM—whether that’s a data-driven person developing their creative/story......Read More
1996 Views
2 requests
Victoria Chernova
Gong Director, Product Marketing • September 21
Here’s a template you can use to find opportunities to add value throughout the product development process.
790 Views
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