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Charlotte Evans Will

AMA: Gong Vice President of Product Marketing, Charlotte Evans Will on AI and Product Marketing

March 12, 2025 @ 10:00AM PT

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Charlotte Evans Will

Vice President of Product Marketing · Peregrine

👋 Charlotte from SF bay area

💼 Product marketing at Gong (core PMM, solutions marketing, customer marketing, pricing & packaging, competitive intel, AR). Formerly at Google and on Wall Street.

👀 Keen to learn from you all about enterprise joint sales and marketing motions, redefining your category with AR, and driving AI adoption in your industry. 

🤝 Topics that you can help others with: building high performing teams, thriving in ambiguity, and navigating change

🍦 Coffee

  1. How to do value prop and messaging for ai products when everything is about automation, super powering, staying ahead of the curve etc etc

    Charlotte Evans Will
    Charlotte Evans Will

    Peregrine Vice President of Product Marketing • 1y

    This question really resonates with me because AI mentions are at an all time high; and therefore, the market is pretty noisy. In order to cut through, I focus on getting to a single headline message that is both pointed and taps into an emotional tension.  How I do this is by focusing on the core principles of any good marketing (this by the way is the Google marketing mantra):  Know your user(s) Know the product magic Connect the two Let’s say you have a product that will save a bunch of time ...Read More

    19,615 Views
    2 requests

  2. How are you leveraging AI as a product marketer for your competitive intelligence program?

    Interested to know how folks have built out an operational strategy for the collection, analysis, and distribution of competitive intelligence using AI (custom GPTs or LLMs)

    Charlotte Evans Will
    Charlotte Evans Will

    Peregrine Vice President of Product Marketing • 1y

    We are using AI for our competitive intelligence program in two ways right now:  (1) product intelligence for competitive offerings Rather than manually build and maintain feature lists for our competitors which then immediately get out of date, we have an internal answer bot that will scrap the web to answer whether a competitor has xyz feature. Any seller can submit a prompt to our answer bot which greatly reduces the burden on PMM fielding repetitive questions. (2) the tl;dr for real time com ...Read More

    987 Views
    1 request

  3. How much AI can you actually use as a product marketer?

    Charlotte Evans Will
    Charlotte Evans Will

    Peregrine Vice President of Product Marketing • 1y

    Quite a bit! I see AI playing a key role across many points in the launch journey, but you can break it down into 3 simple categories: Develop your story Land it Optimize it  Let’s take each piece at a time. Develop your story Know your market  — AI can help synthesize key market insights across a wide range of dimensions: Desk research on your target personas and segments Summarize more lengthy secondary research for you (UX research, customer interviews and quant, if you are in the b2b space t ...Read More

    1,244 Views
    2 requests

  4. Will AI replace product marketers? Or will it become a powerful tool for PMMs to use?

    Charlotte Evans Will
    Charlotte Evans Will

    Peregrine Vice President of Product Marketing • 1y

    I strongly believe that AI will be a powerful tool to make PMMs better at their job. The PMM role is highly interdisciplinary; you sit at the crossroads of product, sales, PR, and all the marketing channels. There is so much nuance, complexity, and human judgment to the job at hand that I see the scope of AI being very focused on helping with certain specific pieces of the job for many years to come.  

    907 Views
    2 requests

  5. How does AI play into product marketing at companies where AI is not at the core of their strategy?

    Charlotte Evans Will
    Charlotte Evans Will

    Peregrine Vice President of Product Marketing • 1y

    Per my answers to the other questions here, there are loads of use cases for AI even if you’re not at an AI forward company. The most helpful AI will be tech that’s integrated into your workstreams and data so that’s probably your biggest barrier. But you can still benefit quite a bit from using “off the shelf” AI like ChatGPT to help you refine your messaging, research new segments, brainstorm naming options and more.

    841 Views
    2 requests

  6. What parts of the PMM job should be outsourced to AI?

    Charlotte Evans Will
    Charlotte Evans Will

    Peregrine Vice President of Product Marketing • 1y

    [note this is the same answer to several overlapping questions] AI has a key role to play across many points in the launch journey, but you can break it down into 3 simple categories: Develop your story Land it Optimize it  Let’s take each piece at a time. Develop your story Know your market  — AI can help synthesize key market insights across a wide range of dimensions: Desk research on your target personas and segments Summarize more lengthy secondary research for you (UX research, customer in ...Read More

    1,038 Views
    4 requests

  7. How have you seen AI increase win rates for sellers?

    Charlotte Evans Will
    Charlotte Evans Will

    Peregrine Vice President of Product Marketing • 1y

    Categorically Yes! My current company builds AI for revenue teams. We have countless customer stories of AI driving an increase in win rates. And I’ve witnessed the impact first hand with our own sales reps. Power users of our AI generate significantly higher win rates than those who are not. In fact we’ve measured 40%+ more deal capacity and 25%+ higher quota attainment for these AI power users in our sales team.

    826 Views
    2 requests

  8. What are PMM AI use cases?

    Charlotte Evans Will
    Charlotte Evans Will

    Peregrine Vice President of Product Marketing • 1y

    [note this is the same answer to several overlapping questions] AI has a key role to play across many points in the launch journey, but you can break it down into 3 simple categories: Develop your story Land it Optimize it  Let’s take each piece at a time. Develop your story Know your market  — AI can help synthesize key market insights across a wide range of dimensions: Desk research on your target personas and segments Summarize more lengthy secondary research for you (UX research, customer in ...Read More

    785 Views
    4 requests

  9. Is the user experience as important – when all the marketing out there seems to all be the data models underpinning the AI?

    Charlotte Evans Will
    Charlotte Evans Will

    Peregrine Vice President of Product Marketing • 1y

    In the enterprise landscape, it’s not just the LLM models that matter. In fact, I’d argue the underpinning LLM models matter less than two other factors: (1) the product design and (2) the data that powers the AI.  Business applications are more complex than consumer ones because a number of systems, processes, and people come together to achieve a certain outcome. Most businesses ensure efficiency through standardized workflows and repeatable processes for employees to follow. And so it’s withi ...Read More

    751 Views
    2 requests

  10. What’s NOT a good PMM use case for AI?

    Charlotte Evans Will
    Charlotte Evans Will

    Peregrine Vice President of Product Marketing • 1y

    Product strategy and product positioning. I find AI useful for honing your message or exploring branding and naming options, but before you can get to that point, you need to settle on the product positioning first. Developing product strategy and positioning requires deep understanding, exploration and finally, alignment with your product partners. AI cannot do that for you. 

    781 Views
    2 requests