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AMA: Oracle Group Vice President, Industry Marketing Jon Rooney on Industry Product Marketing
April 12 @ 10:00AM PST
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Oracle Group Vice President, Industry Marketing Jon Rooney on Industry Product Marketing
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Jon Rooney
Unity Vice President Product Marketing • April 13
Metrics around awareness and demand in a given industry. For awareness, web traffic and enagement, press coverage and customer reference stories are key. If there are industry associations and trade publications, there are no shortage of lists and awards that tend to lay out the landscape. If you......Read More
504 Views
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Jon Rooney
Unity Vice President Product Marketing • April 13
It depends on what the charter of the industry marketing team is at your company, but in my case I came up as a product marketer and went on to build and lead product marketing teams, which is a pretty good proxy for industry marketing. The traits are all fundamentally the same, starting with the......Read More
595 Views
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Jon Rooney
Unity Vice President Product Marketing • April 13
It's a bit of a white whale in a lot of organizations, but ideally you want to measure not just consumption or certification rates, but the percentage of closed/won opportunties in which the account team directly applied a specific enablement program or content. If the assumption is that sales pe......Read More
480 Views
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Jon Rooney
Unity Vice President Product Marketing • April 13
I imagine any company would be open to hiring people for PMM roles with this range of experiences. There are multiple paths to product marketing and all of these functions cover part of the responsibility of the role. PMMs are, at least in my experience in enterprise software, a true hub role - w......Read More
477 Views
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Jon Rooney
Unity Vice President Product Marketing • April 13
In my experience - product marketers should continue to own all core PMM elements like product/solution-level messaging & positioning, enablement, AR, launch management and competitive intelligence. Industry marketing needs to deliver a great customer-focused message that sits above product/solut......Read More
657 Views
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Jon Rooney
Unity Vice President Product Marketing • April 13
Formally, sales and sales ops should be setting revenue targets and the associated pipeline coverage targets needed to drive marketing strategy. At least for enterprise software companies with direct, quota-carrying sales organizations, compensation structure drives the ship so you wouldn't want ......Read More
382 Views
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Jon Rooney
Unity Vice President Product Marketing • April 13
Generally, I'd say two things: 1) having enough familiarity and understanding of an industry to know how to craft a message that lands with a given audience and avoid missing the mark by either being vaguely horizontal or not speaking an industry's language. Every industry has their own tone, lex......Read More
623 Views
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Jon Rooney
Unity Vice President Product Marketing • April 13
Once there's not only product market fit (which almost all companies prematurely declare victory around - sorry but it's totally true) but also determination and commitment that a given industry or industies are the decided way to GTM. If products are horizontal and sales teams are horizontal the......Read More
501 Views
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Jon Rooney
Unity Vice President Product Marketing • April 13
Certainly Sharebird, which is always good for a wander around Q&A's and other content. There are a few podcasts I really like, like Product Marketing Insider, the Product Marketing Experts and Product Marketing Life. There's some good stuff in Forrester's Sirius Decisions about Industry Marketing......Read More
815 Views
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