AMA: HackerOne Former Vice President Product Marketing, April Rassa on Stakeholder Management
January 19 @ 10:00AM PT
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👋 April Rassa
👋 Hi all, my name is April Rassa, I'm based in the Bay Area (northern California)
💼 I lead Solutions Marketing at Clari and advise companies on GTM strategies
👀 Key topics top of mind is how best to using AI in our field (best practices), pricing and packaging shifts, and how best to influence the product roadmap.
🤝 Topics that you can help others with: I'm pretty open to any topic topi of mind. Hit me up, if I don't know how to help, I'll let you know! :)
🍦 Favorite ice cream flavor: Pistachio
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
Yes! When approaching stakeholder management, it's key to accurately identify who your stakeholders are to cultivate and nurture strong relationships successfully. You'll...
676 Views
1 request
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
Product marketing and sales enablement teams share an ultimate goal: to help sales teams sell more. Each team has an important role in driving revenue. Product Marketing ...
673 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
This will continue to be an ongoing challenge for those in Product Marketing. Because this role sits at the nexus of all the functional teams within the organization, its...
608 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
Use customer insights and data to your advantage. Your customers should be the “why” behind your product vision and at the end of the day, there shouldn’t be anything th...
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
Once you have a plan, you can assess the data and determine the financial impact, linking it to a strategic company goal. The key is to attach to company business object...
423 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
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How do you split the PMM function vs general marketing function responsibilities, and how do you better manage this relationship?
Not to create divide or silos, but to be able to handover ownership at a certain stage whilst remaining involved
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
The key is to clearly define roles and responsibilities within your Marketing organization. For starters, let's start with where Product Marketing fits in. Product Market...
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How has your product marketing team traditionally worked with demand generation / growth marketing?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
Addressed a similar question related to Campaign teams earlier. Please refer to that response. In short, Product marketing is the vital work of developing a customer lif...
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 4y
If your organization uses Slack, set up "Donut" time. Or simply set up 30 minutes monthly 1:1 with your product managers. It can be informal, build relationships. If you ...
406 Views
1 request