AMA: Momentive (SurveyMonkey) Vice President, Product Marketing, Priya Gill on Industry Product Marketing
March 9 @ 10:00AM PST
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Momentive (SurveyMonkey) Vice President, Product Marketing, Priya Gill on Industry Product Marketing
Top Questions
Priya Gill
SurveyMonkey Head of Global Marketing • March 8
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 c......Read More
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Priya Gill
SurveyMonkey Head of Global Marketing • March 8
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......Read More
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Priya Gill
SurveyMonkey Head of Global Marketing • March 8
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 looki......Read More
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Priya Gill
SurveyMonkey Head of Global Marketing • March 8
I’m not sure what you mean by “category management”, but many of the experiences you list are key experiences that any PMM should have. Having said that, many hiring managers (including myself) look for PMMs with traditional product marketing experience. Many PMMs who’ve made the leap from non-tr......Read More
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Priya Gill
SurveyMonkey Head of Global Marketing • March 8
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 ......Read More
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Priya Gill
SurveyMonkey Head of Global Marketing • March 8
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 targe......Read More
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How would you approach this product marketing interview assignment?
I interviewed earlier this year and did well except for this assignment. I'm hoping to better prepare for similar situations. Here's the quest:
As mentioned, the next part of this process is to complete a brief assignment. The purpose of this assignment is just to see your methodology get some insight into your approach to tasks.
For this assignment, I'd like for you to create a high-level go-to-market plan and strategy for our flagship product our event marketing platform. Our company traditionally has targeted enterprise b2b companies.
I'd like you to come up with high-level messaging, define who the target audience is, and then detail your strategy for informing the market about our event platform and getting more leads. Please identify which channels you would use, and what you would need for this go-to-market launch. Please keep your response under 2 pages
Priya Gill
SurveyMonkey Head of Global Marketing • March 9
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. :......Read More
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