AMA: Meta Head of Product Marketing, VR Fitness, Media and Work, Susan Park on Clear GTM Frameworks and Strategy
February 03 @ 9:00am PST
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Product Launches With Susan "Spark" Park, Head of Product Marketing, VR Work Experiences, Oculus at Meta Already a member? Sign InTop Questions
What are the KPIs that product marketers should be tracking for successful product launches and also growth/maintenance of product launch? What’s the best way to track and measure these KPIs, and on what cadence?
Head of Product Marketing, VR Work Experiences, Oculus at Meta
Accomplishments or goals: This is a critical A (please refer to Spark's 5A
Framework or other answers) that can be very hard to figure out, but it's worth
the time to build them.
I like to think of KPIs in two buckets:
1. New/nascent products need to drive Retention. Set up your Acccomplishme...more
What is your blueprint for developing a ‘go to market plan’? What core elements must it encompass?
Head of Product Marketing, VR Work Experiences, Oculus at Meta
I invented the 5A Framework for GTM to easily communicate a nd keep track the
top objectives of a Go-To-Market plan.
1. Audience: You must understand your target(s), and how it will be best to
approach them.
2. Angle: What is your message/angle. This will tell your audience(s) how you
...more
What was the hardest product launch you've done in your product marketing career? Why?
Head of Product Marketing, VR Work Experiences, Oculus at Meta
Spotify Video Ads
Why: I had a new boss that did not trust me yet, nor hired me and didn't
understand my Google background and I needed to gain their trust as well as the
XFN team
Thinking back I grew significanlty during this because I had to earn the trust
of a new manager AND my XFN team to ...more
How do you determine what tactics to use as part of your launch? Do you have a framework or process for this?
Head of Product Marketing, VR Work Experiences, Oculus at Meta
Absolutely.
1. Audience: Understand your target(s)
2. Angle: Tell your audience(s) how you solve a problem
3. Accomplishments: Have goals and milestones
4. Activate: How to execute your plan
5. Assess: Evaluate and adjust
Most of all empower your XFN team to ensure you have the tactics s...more
How do you use market research to inform priority verticals to go after in your go to market efforts?
Head of Product Marketing, VR Work Experiences, Oculus at Meta
Instead of a "vertical focus" go forward with a New Audience focus so you can
leverage the 5A GTM framework , and ensure you're thinking through a consumers'
need.
Also, if you focus on a new user, you can also employ the "Job to be done"
framework, which can help narrow what the customer reall...more
As PMM, how do you get buy-in with senior stakeholder in a big SaaS tech organisation to execute your GTM strategy in the region?
Head of Product Marketing, VR Work Experiences, Oculus at Meta
Do not launch in that market/region if you do not have support. Instead, focus
on other areas/regions that do, shore up your resources and be a bigger success.
Nothing is more attractive than a successful product elsewhere, so if you find
success in other regions, the stakeholder will be asking f...more
How do you manage major changes to repositioning or GTM strategy, that involve a variety of product/feature upgrades or releases? What are the most important factors for you in making this simple, yet effective and targeted for your GTM teams to deliver on? How do you decide on the right amount of detail to share in GTM materials?
Head of Product Marketing, VR Work Experiences, Oculus at Meta
I built the 5A Framework of GTM for this question. :-) I know where you're
coming from. You're proud of your incredibly, detailed GTM, but you need to
present this plan to your GTM team, and you're in a sea of product documents and
spreadhseets and you're unsure of what points to bring up. Create...more
What's your favorite launch to date and why?
Head of Product Marketing, VR Work Experiences, Oculus at Meta
I don't have a favorite, but Horizon Workrooms has been pretty cool. I was on
the launch team (shout-out to Yuxi Wang who was the PMM on the project), and I
left a fantastic job on Gaming to work on this project. The technology is
incredible and is helping me realize my personal dream of being to...more
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.
Head of Product Marketing, VR Work Experiences, Oculus at Meta
"A product launch is like giving birth. You work so hard on preparing for the
birth, but then you have a baby to take care of after," Yuxi Wang, PMM at Meta.
The Product Launch is just the "birthing process" of the product. Establish
early metrics please use the 5A Framework for GTM to determine...more
Work With Susan "Spark"
Product Marketing Manager, Creator, Developer, Advertiser Platforms
Los Angeles, CA or Burlingame, CA or New York, NY or Seattle, WA
Director, Product Marketing, Metaverse
Burlingame, CA or New York, NY or Seattle, WA
Director, Product Marketing, Gaming
Los Angeles, CA or Menlo Park, CA or New York, NY or Seattle, WA or San Francisco, CA
