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Varun Krovvidi

AMA: Google Product Marketing Lead, Varun Krovvidi on Enterprise Product Marketing

June 20, 2024 @ 10:00AM PT

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Varun Krovvidi

Product Marketing · Resolve AI

Hi all, my name is Varun Krovvidi. 👋

Job: Product Marketing Lead, Google Cloud AI platform

Location: San Francisco, CA

Favorite ice cream flavor: Dulce De Leche or Caramel

Love talking about: Marketing intuition

  1. What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.

    I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.

    Varun Krovvidi
    Varun Krovvidi

    Resolve AI Product Marketing | Formerly Google • 2y

    Absolutely! One way to do this is by thinking of yourself as a "product" being sold to the company. Your product marketing portfolio is a marketing campaign – but for yourself. Just like a successful product launch, you need to showcase your unique value, tell a compelling story, and provide evidence to back up your claims. To do that, you need to understand:1/ What is your unique value? What sets you apart? What specific skills, experiences, or perspectives do you bring that other candidates do ...Read More

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  2. How do you think about the differences between "enterprise" product marketing and SMB or mid-market?

    Varun Krovvidi
    Varun Krovvidi

    Resolve AI Product Marketing | Formerly Google • 2y

    I love this question. Fundamentally going to market for enterprise vs SMB/mid market requires a difference frame of thinking. 1. Buyer Personas: Enterprise: Decisions involve a complex buying committee with diverse roles (C-suite, IT, procurement, end-users). Prioritize proven solutions, established vendors, and robust security/compliance features. Require extensive due diligence, proof of concepts, and negotiation. SMB/Mid-Market: Often involve fewer stakeholders, with a primary decision-maker ...Read More

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  3. What should a new product marketing lead prioritize when 'inheriting' a new team?

    Our PMM team has been a lean mean delivering machine. Now, due to organizational changes, I'm set to take the lead of our team. What do I need prioritize in a product marketing leadership role to ensure we continue delivering at the same pace, if not better. Can you recommend any resources that could help in the transition from IC to leadership?

    Varun Krovvidi
    Varun Krovvidi

    Resolve AI Product Marketing | Formerly Google • 2y

    Congratulations on your new leadership role! Majority of your success in transitioning from IC to a leader is driven by how quickly you can fundamentally shift your mindset and approach. Here are a couple of pointers that can help.1/ Go from being a "doer" to an "enabler": Let go of the need to do everything yourself. Most importantly, don't evaluate your team based on "how you would have done this". Trust your team's capabilities and empower them to take ownership. Shift from focusing on your o ...Read More

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  4. How would you differentiate a mature enterprise product that is similar to competitive products?

    We're struggling to find value added differentiators for one of our products that has been around for 20+ years, for which we've historically been recognized as a market leader. Currently we're losing ground because it's very similar to competitor offerings but at 2x the price. What approach would you recommend from product marketing perspective to to drive sales?

    Varun Krovvidi
    Varun Krovvidi

    Resolve AI Product Marketing | Formerly Google • 2y

    Great question. This is a traditional "positioning" problem most enterprises face with historically successful products. Before answering the question, for any behavior to change in such enterprises, all the cross functional stakeholders (product, sales, marketing, and engineering) need to recognize that the market has evolved (new competitors, alternatives, needs, or even customers) and the said product is not well positioned to be the leader forever. With that understanding, it is important to ...Read More

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  5. What do you look for while hiring a junior PMM candidate, especially someone who might not have had a prior PMM experience? What assignments would you typically ask as part of recruitment?

    Varun Krovvidi
    Varun Krovvidi

    Resolve AI Product Marketing | Formerly Google • 2y

    Product marketing is a relatively new and evolving discipline. Unlike traditional marketing roles, there's no specific educational path or degree that leads directly to a product marketing career. As a result, we often come from diverse backgrounds, bringing unique skill sets and perspectives to the table.When hiring junior PMMs, especially those without direct experience, it's essential to recognize this and look for candidates who possess the fundamental skills and mindset that can be applied ...Read More

    3,176 Views
    2 requests