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Elizabeth Brigham

AMA: Morningstar Head of Product Marketing, Elizabeth Brigham on Collaborating with Sales and Marketing

January 30 @ 10:00AM PST
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Morningstar Head of Product Marketing, Elizabeth Brigham on Collaborating with Sales and Marketing
Top Questions
How have your product marketing teams traditionally worked with your demand generation / growth marketing team?
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?
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and Entrepreneurship • January 30
Hi everyone! Great to be here with you today! Thanks for sending me so many thoughtful questions...digging in now! This is a tricky one as I've seen 3 different models in my recent career history: * Mid-sized tech company where product marketing and demand gen were separate groups, yet co......Read More
2705 Views
4 requests
Which KPIs do you typically use to track sales enablement success?
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and Entrepreneurship • January 30
The most important KPI is closed won business. If your sales team knows to whom, how, what and at what time to sell (e.g. when to walk away), you've done your job.  Other internal metrics to consider are: * Managers' qualitative review/certification of sales ability to pitch and demo (the......Read More
1225 Views
6 requests
How does product marketing own more of the funnel strategy (acquisition, conversion, retention) rather than just support revenue growth reactively?
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and Entrepreneurship • January 30
I'm not sure I'm fully understanding the premise of the latter half of this question, so I will address the first part. For those interested in this question, if you can provide me more explanation around what you mean by "support revenue growth reactively," I'm happy to respond. On the former......Read More
1580 Views
2 requests
How to get everyone aligned on a decision making framework? Usually, everyone including engineers wants to get involved on strategy/marketing piece on what we want to communicate. How do we make sure people follow and understand it?
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and Entrepreneurship • January 30
I find the root cause of this problem is a lack of trust. Everyone wants to get involved because either they don't feel like their voice will be heard otherwise or because they don't trust what has been delivered in the past. This is a tricky problem, but here's how I'd break it down: 1. Prod......Read More
1044 Views
1 request
What tips or best practices do you have for convincing channel teams (or other teams) to fund your projects or initiatives, when Product Marketing commonly doesn't have their own budget to spend.
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and Entrepreneurship • January 30
Hmmm...I actually haven't had the experience of PMM not having budget to spend, so not sure I can really speak directly to this. I have worked at a start up where we basically have no budget at all, but that's another story on scrapiness. In general though, any time I've had to write a busines......Read More
1063 Views
3 requests