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

September 20, 2022 @ 9:00AM PT

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

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 hitch? Is there proper product market fit? Is there a bigger need for more strategy to properly position the product or audience in order to drive revenue? The answer here will ultimately gear you more towards either helping product, sales, marketing, or enablement. I do my best to always understand the level of complexity and ...Read More

380 Views

2 requests
What are the three most important metrics to measure the impact of a product marketing team?
Sina Falaki

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 Marketing:

Conversions NARR

Attachment rates - new logo and cross selling

Product ASP - the sales price, keep a close eye on this

Industry marketers on the other hand look at:

Industry/Segment NARR

Gross Pipeline

Win/close rates
1,444 Views
3 requests
What are some unexpected challenges when it comes to influencing and creating a product marketing strategy with a global team?

Sina Falaki

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 hiring for that particular region - depending on the region, you may want to underly the right skills Fostering the right work/life balance - especially abroad, truly understanding working styles and the best method of communication Unexpected: 1. Ensuring the product marketers in each region have a best in class way to commun ...Read More

423 Views

2 requests
When building a new PMM organization, what are the most important things to focus on when getting started?
Sina Falaki

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 & expand growth)

Partner with enablement to ensure quota-carrying teams know what to say to whom and when

Bring customer feedback into the product and technology team in order to inform product roadmaps.

Prioritize, open, and adapt to new markets and industries

Drive home differentiated and unique value
359 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

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 product adoption and assist in building the correct roadmap in order for customers and prospects to create stickiness and the other, on the sales and marketing side in order for a solutions marketer to help scale leads and revenue.

311 Views

3 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

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 pipeline and top-line revenue growth, inclusive of new logo and cross-sell / up-sell (land & expand growth) Partner with enablement to Ensure quota-carrying teams know what to say to whom and when Bring customer feedback into the product and technology team in order to inform product roadmaps. Prioritize, open, and adapt to new mar ...Read More

363 Views

2 requests

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

View AMA Answers

How do you proactively identify areas of the business where PMM can add the most value and make the biggest impact?

What are the three most important metrics to measure the impact of a product marketing team?

What are some unexpected challenges when it comes to influencing and creating a product marketing strategy with a global team?

When building a new PMM organization, what are the most important things to focus on when getting started?

How do you divide the workload between two product marketers covering multiple products?

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?