AMA: Grammarly Global Head of Product Marketing, Natala Menezes on Product Launches
September 21 @ 10:00AM PT
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What is the best partnership process 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.
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
Teamwork makes the dream work! But with large launches and lots of people eager to make it work, it can be confusing. I find that centering that teamwork on an agreed to ...
607 Views
2 requests
How do you think about the scope or deliverables for various launches?
Do you have a tiering system? What factors do you consider?
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
We absolutely tier our launches and we do it for 2 specific reasons: Resources and investment need to match the outcomes we expect from a launch Not every feature is new...
758 Views
2 requests
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
This is going to sound ironic, but having a templatized launch process helps my team focus on creativity in messaging and execution. We use an agreed-upon Messaging &...
540 Views
2 requests
How do you decide when a product launch has ended in order to determine the success of the 'launch'?
Product is being iterated all the time, so where exactly do you consider to be the end of a product launch period.
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
Define this at the beginning! I typically find that a 3-month lookback gives the most holistic view on a launch success. Within that time period there are a few key momen...
676 Views
1 request
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
Launches are exciting moments in time designed to raise awareness and have a big impact on delivering against a vision. They highlight news and shiny new products. Itera...
437 Views
3 requests
What does the Go-to-Market process look like for a global product?
Does it differ vs. more regional launches?
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
Yes -- primarily because enablement needs to be cognizant of local conditions and selling paths. For example, in a large enterprise company, you might have a dedicated sp...
832 Views
3 requests
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
Pricing is both a science and art -- which means in many cases, it is hard to predict if you have hit the right price (high enough to capture maximum value but low enough...
2138 Views
1 request
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
Not having clear entry/exit criteria to hit milestones ahead of launch → typically results in a launch delay. Collaborating as a cross-functional team → Team has tension...
2754 Views
3 requests
How would you set goals and marketing budget for the first product launch of a product-led growth, B2B SaaS company coming out of stealth when you were the first marketer?
The company already has some paid customers from beta and good funding.
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
My primary goal with an early-stage launch is scaled traction. If you’ve already got customers, the objective should be to get to the next step function of growth. I.e. 1...
630 Views
2 requests
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
Create a Leadership Team: - Typically composed of the PMM who will lead the launch, define messaging and positioning and rally the org plus the product manager who owns...
1264 Views
4 requests
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
Start by defining what you mean by impact: new user acquisition? Product adoption? Market awareness (pr coverage?). With a clear target and success metric, tailor activit...
1202 Views
1 request
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
Start with talking to customers to understand how they buy and their decision-making process. If we are working on a quick-turn launch, qualitative research via focus gro...
1698 Views
5 requests
Dialpad Vice President Product Marketing | Formerly at: GOOG, MSFT, AMZN, SFDC Grammarly + startups • 4y
People with a background in writing tend to excel at PMM. The key additional quality is to be a puzzle solver. Are they also technically curious (they like to know how th...
1379 Views
1 request