AMA: Payrix VP of Product Marketing, Charlene Wang on Establishing Product Marketing
June 6 @ 10:00AM PST
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Payrix VP of Product Marketing, Charlene Wang on Establishing Product Marketing
Top Questions
How do you measure the contribution of Product Marketing to the growth result?
Oftentimes, PMM does not directly execute the campaign but rather provides a foundation or collaterals for sales and marketing to use. How do we calculate our percentage of contribution to the final results?
Charlene Wang
Qualia VP of Marketing • June 6
Product Marketing and Growth perform different roles in a marketing team and need to be measured in different ways. Whereas Growth is often easier to quantify, concrete measurements that can be attributed to Product Marketing only become clearer as you get further down the funnel, once deals have......Read More
1094 Views
1 request
Charlene Wang
Qualia VP of Marketing • June 6
My current group has almost a thousand people, so I’ll let someone else chime in on specifics for a smaller organization. In general, the first thing I do in any new organization is try to understand the state of the business, customers, and team, including everyone I would directly or indire......Read More
521 Views
2 requests
Charlene Wang
Qualia VP of Marketing • June 6
Product Marketing is a highly cross-functional team that sits at the intersection of all customer-facing and product teams, which can be exciting and create a lot of challenges. Product Marketers often end up falling into one of two categories: a catch all for content requests or the engine of go......Read More
476 Views
2 requests
Charlene Wang
Qualia VP of Marketing • June 6
There are a handful of key measures that I care about as a Product Marketing leader. To prioritize the top 3, I would look at messaging adoption, win rates, and number of customer advocates. The primary day-to-day weapon of Product Marketing is messaging and enablement, so I first look at......Read More
452 Views
2 requests
How do you manage the transition from being the sole person responsible for product marketing activities to now having someone else who can share the burden?
One of the biggest changes when managing people and a team is handing off the responsibility to others. This is tough to do when you're so used to handling everything yourself. Any tips or suggestions on how to best make that transition?
Charlene Wang
Qualia VP of Marketing • June 6
Delegating is extremely important as you grow! It can feel unnatural when you’re getting started, so here are some tips if you’re doing it for the first time: Scope for the person: Try to understand your new teammate and what they bring to the table. Try to understand their strengths and where......Read More
446 Views
4 requests
Charlene Wang
Qualia VP of Marketing • June 6
Every marketing team operates differently, so the answer depends on the organization. In general, Product Marketers own the core positioning of the company & products and are responsible for translating this into messaging that wins deals and market share. To do so, Product Marketers need to ......Read More
830 Views
2 requests
Charlene Wang
Qualia VP of Marketing • June 6
I like to start by defining what is Product Marketing, what we care about, and why it matters. What is Product Marketing? Product Marketing lives and breathes everything surrounding our target audiences. We deeply understand and empathize with audiences internally and externally, creating di......Read More
865 Views
2 requests
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