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Susan "Spark" Park

AMA: Meta Head of Product Marketing, VR Fitness, Media and Work, Susan Park on Clear GTM Frameworks and Strategy

February 3 @ 9:00AM PST
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Meta Head of Product Marketing, VR Fitness, Media and Work, Susan Park on Clear GTM Frameworks and Strategy
Top 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?
Susan "Spark" Park
Susan "Spark" Park
Meta Head of Product Marketing, VR Work Experiences, Oculus • February 4
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......Read More
3318 Views
12 requests
Do you have a framework or process for determining what tactics to use as part of your launch?
Susan "Spark" Park
Susan "Spark" Park
Meta Head of Product Marketing, VR Work Experiences, Oculus • February 3
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......Read More
1371 Views
7 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.
Susan "Spark" Park
Susan "Spark" Park
Meta Head of Product Marketing, VR Work Experiences, Oculus • February 3
"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......Read More
1301 Views
1 request
What was the hardest product launch you've done in your product marketing career and why?
Susan "Spark" Park
Susan "Spark" Park
Meta Head of Product Marketing, VR Work Experiences, Oculus • February 3
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 ......Read More
1250 Views
8 requests
How do you use market research to inform priority verticals to go after in your go to market efforts?
Susan "Spark" Park
Susan "Spark" Park
Meta Head of Product Marketing, VR Work Experiences, Oculus • February 3
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......Read More
1616 Views
5 requests
What is your blueprint for developing a ‘go to market plan’?
What core elements must it encompass?
Susan "Spark" Park
Susan "Spark" Park
Meta Head of Product Marketing, VR Work Experiences, Oculus • February 4
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 ......Read More
11374 Views
10 requests
How do you decide on the right amount of detail to share in Go-To-Market materials?
Susan "Spark" Park
Susan "Spark" Park
Meta Head of Product Marketing, VR Work Experiences, Oculus • February 4
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......Read More
3107 Views
4 requests
What's your favorite launch to date and why?
Susan "Spark" Park
Susan "Spark" Park
Meta Head of Product Marketing, VR Work Experiences, Oculus • February 3
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......Read More
1031 Views
3 requests
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?
Susan "Spark" Park
Susan "Spark" Park
Meta Head of Product Marketing, VR Work Experiences, Oculus • February 3
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......Read More
1152 Views
5 requests