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Sina Falaki

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

September 20 @ 9:00AM PST
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Motive Head Of Industry Marketing, Sina Falaki on Building a Product Marketing Team
Top Questions
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
Motive Head of Global Product Marketing • September 20
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......Read More
327 Views
2 requests
What are some unexpected challenges when it comes to influencing and creating a product marketing strategy with a global team?
Sina Falaki
Sina Falaki
Motive Head of Global Product Marketing • September 20
Let's start with the expectations:  1. Properly understanding cultural appropriations and cues  2. Working in different timezones  3. Evaluating product marketers strengths when hiring for that particular region - depending on the region, you may want to underly the right skills  4. Fost......Read More
349 Views
2 requests
If your product marketing team is only or two people responsible for covering multiple products with complex features, how would you recommend dividing the workload in the short-term so as best to support long-term growth and expansion of the team?
(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
Motive Head of Global Product Marketing • September 20
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,......Read More
280 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
Sina Falaki
Motive Head of Global Product Marketing • September 20
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 ena......Read More
324 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
Motive Head of Global Product Marketing • September 20
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 custome......Read More
312 Views
2 requests
What are the three most important metrics to measure the impact of a product marketing team?
Sina Falaki
Sina Falaki
Motive Head of Global Product Marketing • September 20
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......Read More
833 Views
3 requests