AMA: Momentive (SurveyMonkey) Vice President, Product Marketing, Priya Gill on Industry Product Marketing

It really depends on the type of enablement that you’re doing and the problems you’re looking to solve. But at the end of the day, there are two key metrics I’m always looking at, which is the average contract value (in conjunction with number of deals won) and the win rates. In addition to looking at whether there’s a measurable increase/decrease, there are other factors I assess: Consumption of enablement materials: What % of the field has been trained? And how are the materials being used in ...Read More

First off, I'll say that I'm never a fan of making someone create messaging/positioning and defining a GTM plan about the interviewing company's product because you're never going to get to the level of knowledge as someone in the company...and it takes way longer to do it right. OK, rant over. :) Typically when I ask candidates to give a presentation, it's less about the specific products they're presenting, but rather HOW they present it. Can the candidate articulate how they effectively appro ...Read More

There are multiple key metrics I look at to see how our industry programs are performing and positively influencing the right outcomes, sliced by industry: Company-level metrics: growth, profitability and retention Marketing metrics: pipeline, campaign/content performance, brand perception Sales metrics: average deal size, average win rate, pipeline conversion At the end of the day, it all comes back to revenue, but it’s hard to directly quantify impact to revenue without seeing how you’ve influ ...Read More

PMMs and Industry PMMs are very similar in terms of the core skill sets needed to be successful in their roles. The biggest difference is that they need to intimately understand the industry or set of industries that they are responsible for and the unique needs of the personas that they’re targeting in those industries. With this lens, there are 3 foundational areas an Industry PMM needs to be exceptional at (all of which are powered by deep knowledge of their industry, customers and competitor ...Read More

It first starts with identifying who your target buyers are, and building a set of “persona packs” that establish a baseline of key information in understanding buyer needs and evaluation criteria. This is critical to have so that you can properly educate your sales teams to have more effective conversations with prospects. At a high level, they include: Distinct buying roles that exist within an organization Desired business outcomes driven by each role Sample org charts within each function Yo ...Read More

This is a tough one because it’s difficult to set any sort of revenue targets for your industry if sales is not fully aligned and compensated to sell to that industry. You could be setting yourself up for failure. Not sure who’s requiring you to set a target in this way, but I would first ensure that you have strong buy-in from your leadership / your executive team on what the expectations will be around accountability. Having said that, you could approach it in two ways: Set target based on int ...Read More