AMA: Google Product Marketing Lead, Varun Krovvidi on Self-Serve Product Marketing

This is where collaboration is key! Here's how I'd approach it: Why share KPIs with the product team in the first place? Sharing KPIs creates a closed-loop feedback system where product marketing insights directly inform product development and vice versa. Both teams are working towards the same goals. When both teams are responsible for achieving shared KPIs, it increases accountability and encourages a sense of ownership.What is the right frame of reference to think through KPIs? Focus on KPIs ...Read More

In general, the answer would largely depend if the enterprise customers and self-serve customers are in the same journey. As in, if the self-serve customers are eventually graduating into a subscription model. But, if you were to look at the nuances between the two sets of customers, I would start by asking the following questions:1/ How are these two customer segments different? How are their motivations different?- Self-service customers crave control and the ability to solve problems independ ...Read More

Great question. Let's start by asking the primary question here: "Why is sales enablement a key activity for PMMs". Primarily because sales people are the most important voices of influence for a potential customer, we want them to echo the best parts of our product, with the best possible stories. Now if we ask the same question again, in self-service the enablement to our users STILL needs to happen -- just not through sales. Self-service PMMs need a clear understanding of who influences their ...Read More

Great question. The key to leveraging a community of passionate users and consulting partners, is to view them as force multipliers for your go-to-market efforts.Let's start with user community- Beta testing & feedback: Why? Because your users are the ultimate product experts. They understand the real-world challenges and use cases better than anyone. Involving them early on ensures you're building a product that truly meets their needs, reducing development costs and increasing the likeliho ...Read More