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Sina Falaki

AMA: Motive Head Of Industry Marketing, Sina Falaki on Building a Product Marketing Team

September 20 @ 9:00AM PT
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What are some unexpected challenges when it comes to influencing and creating a product marketing strategy with a global team?
Sina Falaki
Sina Falaki•
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AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 3y
Let's start with the expectations: Properly understanding cultural appropriations and cues Working in different timezones Evaluating product marketers strengths when ...
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421 Views
2 requests
How do you proactively identify areas of the business where PMM can add the most value and make the biggest impact?
i.e. do you have a few questions you keep in your back pocket or assumptions that you always test when assessing the business and choosing which things to pursue?
Sina Falaki
Sina Falaki•
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AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 3y
It depends on what stage the business is at and what it's trying to do. Is the business in search of more demand? Are they trying to ensure a product launches without a h...
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377 Views
2 requests
How do you build a business case to quickly grow a product marketing team? What metrics do you look at to make sure you're driving ROI for the business overall?
Sina Falaki
Sina Falaki•
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AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 3y
To build a solid case to quickly grow a pmm team, a product marketing team must partner with customers and the entire product, revenue, and strategy org to: Drive pipeli...
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360 Views
2 requests
When building a new PMM organization, what are the most important things to focus on when getting started?
Sina Falaki
Sina Falaki•
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AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 3y
Messaging and revenue. But to be clear, here are the specifics: Drive pipeline and top-line revenue growth, inclusive of new logo and cross-sell / up-sell (land & e...
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356 Views
2 requests
How do you divide the workload between two product marketers covering multiple products?
(context: small company, still establishing product marketing function, no senior marketing leader to guide, lots of room to carve own path, looking for best ways to support success!)
Sina Falaki
Sina Falaki•
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AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 3y
Clear channels of ownership and a deep, relentless focus on prioritization is a must. I would have a product, product marketer on the product side in order to drive produ...
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309 Views
3 requests
What are the three most important metrics to measure the impact of a product marketing team?
Sina Falaki
Sina Falaki•
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AlphaSense Senior Director, Solution Marketing | Formerly Procore, Motive • 3y
Great question - Because I am so focused on Industry Marketing right now, I have it divided between Product Marketing KPIs and Industry Marketing KPIs: For Product Mark...
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1428 Views
3 requests