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AMA: Qualtrics Former Head of Global Product Marketing, Liz Tassey on Product Marketing Soft and Hard Skills

July 8 @ 10:00AM PT

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What are mistakes product marketers make when trying to influence the roadmap that end up damaging their relationship with product managers?

Liz Tassey (she/her)•

Highspot Vice President Product Marketing • 4y

Not knowing the product: I've known PMMs who had never...used...the product. For real. This is job #1 - get familiar with the product, build and do demos with customer...

628 Views

3 requests

What should I include in my product marketing budget?

I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.

Liz Tassey (she/her)•

Highspot Vice President Product Marketing • 4y

I would recommend doing a listening tour with your key stakeholder teams in the organization (product, sales, growth, enablement, partner) to help inform your priorities,...

1596 Views

2 requests

Should product marketing decisions be data-driven or more so data-informed? Should PMMs lead with intuition and use data to back up their assumptions?

Liz Tassey (she/her)•

Highspot Vice President Product Marketing • 4y

I love the data debate. A couple of my favorite quotes: "If you torture the data long enough, it will confess to anything" - Ronald Coase. "If I had asked people what th...

1510 Views

3 requests

When joining a new team, is it better to have the right soft skills and have to learn the hard skills of the job or vice versa?

Liz Tassey (she/her)•

Highspot Vice President Product Marketing • 4y

I think it's a balance, but if I had to choose, leaning in to those soft skills is a great strategy when you are starting out. It's really important to go into a new t...

465 Views

1 request

What are the most important soft and hard skills Product Marketing Managers can build to become successful in their field going forward?

Liz Tassey (she/her)•

Highspot Vice President Product Marketing • 4y

Messaging and storytelling: this continues to be the hallmark of a great PMM. In particular, really leaning in on differentiation and value to the customer (not speeds a...

1165 Views

1 request

What are the most important product marketing skills or perspectives that others inside an organization could benefit from that would improve their day to day? Running a "Think Like a Product Marketer" course next month and would love to hear others' thoughts!

Liz Tassey (she/her)•

Highspot Vice President Product Marketing • 4y

Wow I love this idea! A couple of thoughts: Customer-obsession: This is probably the #1 skill/perspective that we can help other teams embrace. Is this driving value fo...

364 Views

1 request

How important are brand marketing skills for product marketers compared to analytical skills?

There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.

Liz Tassey (she/her)•

Highspot Vice President Product Marketing • 4y

Brand is more than just a logo or color palette or tag line. Brand is the combination of customer touchpoints that create meaning and belonging for that customer...Brand ...

721 Views

2 requests

We are standing up a new competitive intelligence function at my current company. What do you consider must-haves?

Liz Tassey (she/her)•

Highspot Vice President Product Marketing • 4y

A good competitive intelligence function starts with great listening. Engaging your frontline (both sales AND customer success...why you are losing deals is good insight,...

1800 Views

2 requests