AMA: LogDNA Director of Product Marketing, Alissa Lydon on Product Launches
May 5 @ 9:00AM PST
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LogDNA Director of Product Marketing, Alissa Lydon on Product Launches
Top Questions
How can I use data for creating an ICP (instead of just relying on SMarketing brainstorming sessions?
There has got to be a better way to develop an ICP for ABM. I get the value of teamwork and collaboration, but sales people are (understandably) biased, and more importantly "classically conditioned" over time.
Alissa Lydon
Dovetail Product Marketing Lead • May 5
Let the data tell the story of your ICP! Use your existing customer base as a starting point. Take your best customers and look at them in aggregate - what patterns emerge across industries, company size, tooling adoption, maturity indicators, etc.? From there, you have a great base to help infor......Read More
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Alissa Lydon
Dovetail Product Marketing Lead • May 5
One word: retrospectives! For me, the success or failure of a single launch isn't as important as what we learn along the way. However, in every company I have been at this has been the hardest thing to implement consistently - especially in high-growth organizations where it feels like you are s......Read More
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Alissa Lydon
Dovetail Product Marketing Lead • May 5
I always tell my PMs that the earlier PMM is looped into feature development planning, the better. Of course, we want enough lead time to prep for a successful launch. But even before we think about the launch, PMM should bring their insights to the table when the team is in the planning stages. ......Read More
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Alissa Lydon
Dovetail Product Marketing Lead • May 5
For new products and major features, I find it invaluable to go through a complete messaging exercise. This is an iterative process that involves collaboration with Product, Marketing, and Sales. I've developed a template for this over the years that combines the things I liked most from the past......Read More
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Alissa Lydon
Dovetail Product Marketing Lead • May 5
There are two levers I think about when deciding how we should measure launch success: * Are users successfully adopting the product/feature? * Are we successfully attracting users to adopt the product/feature? The first bullet point is all about the product experience, and speaks to the part......Read More
751 Views
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Alissa Lydon
Dovetail Product Marketing Lead • May 5
Just like in marketing, sales enablement is all about knowing your audience. At the top level, that means understanding what motivates them (i.e. closing more deals, expanding existing customer base, etc.), and tailoring your enablement to help them understand how a new product/feature will help ......Read More
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What template (or suite of templates) have you found to be most useful for launch planning and maintaining alignment & visibility across a variety of (very!) busy cross-functional stakeholders?
Specifically across the variety of workstreams that result from a launch plan
Alissa Lydon
Dovetail Product Marketing Lead • May 5
For organizing and keeping track of launch activities, I created templates that I have carried with me from company to company. They contain all of the best elements from past launches (both my own and other PMMs I have learned from). And frankly, there is nothing fancy about them - they are most......Read More
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