AMA: Narvar Former Head of Product Marketing, Ajit Ghuman on Messaging
November 12 @ 10:00AM PT
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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?
Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 5y
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...
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How do you showcase 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?
Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 5y
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 ...
2181 Views
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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
Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 5y
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...
1552 Views
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Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 5y
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 t...
1509 Views
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Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 5y
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 ...
1483 Views
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Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 5y
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 ear...
1103 Views
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Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 5y
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 custome...
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Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 5y
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 Ad...
2037 Views
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Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 5y
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...
2195 Views
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