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Priyanka Srinivasan

AMA: Qualia Head of Product & Partner Marketing, Priyanka Srinivasan on Go-to-Market Strategy

March 31 @ 10:00AM PST
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Qualia Head of Product & Partner Marketing, Priyanka Srinivasan on Go-to-Market Strategy
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Priyanka Srinivasan
Priyanka Srinivasan
Verkada Vice President Product MarketingMarch 31
Yes - we definitely have a framework! It is based off of our launch tiers (which I touched upon above). Essentially, we have 4 launch tiers, and each tier has a corresponding set of activities that we’d “light up” if a feature / product is determined to fall into that tier. You can think of the t......Read More
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7 requests
How do you decide when a product launch has ended in order to determine the success of the 'launch'?
Product is being iterated all the time, so where exactly do you consider to be the end of a product launch period.
Priyanka Srinivasan
Priyanka Srinivasan
Verkada Vice President Product MarketingMarch 31
Tactically, we hold our campaign tracking open for 6 months from the launch date to track any direct inquiries a launch was responsible for as well as any opportunities it might influence in a small touch way. If my primary goals is revenue generation, I’m very interested in the direct inquiri......Read More
440 Views
1 request
Priyanka Srinivasan
Priyanka Srinivasan
Verkada Vice President Product MarketingMarch 31
In my mind, enablement of internal teams is one of the most important thing you can do when it comes to repositioning or changing GTM strategy, including making it simple and effective to deliver on. We are currently in the process of this with one of our products and audiences right now. Chan......Read More
867 Views
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Priyanka Srinivasan
Priyanka Srinivasan
Verkada Vice President Product MarketingMarch 31
As always, the answer is probably “it depends” as it really does depend on what the goal of your launch is. For example, are you trying to drive awareness of a feature? Adoption? Expansion sales? Once you’ve determined the goal of a launch, the KPIs should be relatively straightforward from th......Read More
852 Views
2 requests
Priyanka Srinivasan
Priyanka Srinivasan
Verkada Vice President Product MarketingMarch 31
I don’t know if it’s my ‘favorite’ launch but one launch that someone on my team recently did was around some exciting automations within our product. What makes a launch exciting for me isn’t the types of activities we do, or how much cross-functional collaboration there is, or whether we cam......Read More
351 Views
2 requests
Priyanka Srinivasan
Priyanka Srinivasan
Verkada Vice President Product MarketingMarch 31
Like many marketing organizations, we utilized a tiering structure to determine the priority of product releases as well as level of effort. In general, I’m always looking to link our impact directly to revenue (new logo or expansion) first and foremost. As a result, for us, “Tier 1” launches ......Read More
442 Views
6 requests