Communities
Sign Up / Sign In
AMA: Narvar Former Head of Product Marketing, Ajit Ghuman on Messaging
November 12 @ 10:00AM PST
View AMA Answers
Narvar Former Head of Product Marketing, Ajit Ghuman on Messaging
Top Questions
What is a good way to create product positioning and messaging when launching a platform of multiple products? In this case, launching product #2 jointly + integrations to create a true platform.
Also looking for reference materials to help guide this process
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • November 13
One of the most effective tactics here is to build a product marketecture. Building a marketecture will help you keep the integrity of the two products intact while being able to create a framework for the entire platform. I've written a detailed blog on this topic, here: https://www.bizjourna......Read More
1399 Views
2 requests
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • November 13
I've answered a similar question in the AMA in response to "Are there ways to test our messaging without spending a dollar on external validation?" In short, there are three main ways to validate messaging in a B2B setting: a) Pilot selling with a select set of sales reps b) Customer and......Read More
1158 Views
2 requests
How do you showcase or describe to interviewers your work in messaging and positioning, without actually showing documented work?
Also, how to actually show its success, as this is something that may take awhile before seeing a growth trend and can you directly actually attribute a particular success metric on messaging?
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • November 13
The success is positioning is about proving that your work made your employer known for something in the market. One of the most common ways PMMs do this is by showing how they get the company a top quadrant or wave leader spot with Gartner of Forrester respectively. Nowadays, G2 reviews and ......Read More
1645 Views
2 requests
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • November 13
I used to suck at Messaging, and I don't claim to be a guru at it either even today. But let me elaborate: At one point in my career, I would attempt to write a product one-pager (circa 2013-14) and my boss would redline the entire thing and hand it back to me. I improved a bit. I learned ......Read More
1328 Views
1 request
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • November 13
You don't need to spend a dollar on external validation. But you do need external validation. One of the things I remember from a Pragmatic Marketing course I took early on as a PMM was the term NIHITO -- Nothing Important Happens In The Office * If you have customers, asking them for ......Read More
947 Views
1 request
My CEO is always saying we are selling a commodity. How do you create messaging and positioning around something that is considered undifferentiated?
Any good resources for developing your skills? Is there a good class or a book?
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • November 13
The world does trillions of dollars of business for FMCG products every year. They are all commodities, and yet they are continuously fighting a positioning and messaging battle against one another. In the first episode of the TV Series Mad Men, Don Draper when consulting for the cigarettes b......Read More
1288 Views
5 requests
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • November 13
I made a similar transition many moons ago when I working at Medallia. What helped me, and I reckon what will help you, is having an intimate understanding of the customers, their needs and how our technology uniquely solved their problems. The training you are getting in Customer Success will go......Read More
1062 Views
2 requests
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • November 13
I'm not sure about courses, but recommend the following books: 1. Positioning: The Battle For Your Mind 2. Building a Storybrand by Donald Miller 3. Win Bigly by Scott Adams Outside of that, there is no better training than practice. Relook at the positioning on your website, on sales decks......Read More
1467 Views
2 requests
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • November 13
I generally think of PMM owning areas of responsibilities, a subset of which is key assets. I point this out because assets are tactical elements and may change depending on need. That being said, generally, I've seen PMM owning the following assets: 1. First Call Deck 2. Demos and Demo Scri......Read More
1509 Views
2 requests
Upcoming AMA's
Show All