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AMA: Snow Software Vice President Product Marketing, Becky Trevino on Product Marketing vs Product Management
March 2 @ 10:00AM PST
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Snow Software Vice President Product Marketing, Becky Trevino on Product Marketing vs Product Management
Top Questions
Where does in-app copy fit in your org? (Under Product Marketing, Design or other?)
Particularly interested in technical products, but also curious for nontechnical.
Becky Trevino
Snow Software Executive Vice President Products • March 2
In-app copy typically falls under Product Marketing. If it is something you do not own today, my advice would be to work with the Design/PM team who is currently owning this to understand how you can contribute/collaborate. For technical products, I often find PM/Engineering actually choose to ow......Read More
514 Views
2 requests
Becky Trevino
Snow Software Executive Vice President Products • March 2
My biggest advice is be customer-focused. I am a big believer in PMM being a strategic partner to Product Management. Beyond this simply being my belief, it is hard to build a strong PMM organization unless the business sees the function as strategic. One of the ways in which I've helped ......Read More
1458 Views
3 requests
How do you get product management to focus more on customer problems and solving them, and less on shipping features that customers don't need?
They want to convey 20+ features to the public when we should only focus on top 3-5 features then figure out what the true benefit is to the end user.
Becky Trevino
Snow Software Executive Vice President Products • March 2
The job of Product Management should be to focus on solving customers problems not simply shipping new features no one is going to use. If this behavior is isolated to one Product Manager, then I would work closely with that PM to understand the key metrics of success for that feature which s......Read More
540 Views
1 request
What does Product Management have to provide in their Project Briefs in order for Product Marketing to be successful?
Example: Project Briefs should include: problem, solution, etc.
Becky Trevino
Snow Software Executive Vice President Products • March 2
When the transfer of information between PM and PMM occurs via a Project Brief, it is essential that the PM include a good description of the market problem this feature/product is intended to solve, why is this problem worth pursuing, who cares about it, why is our solution different than anythi......Read More
1086 Views
3 requests
What are the biggest frustrations you have as a product marketing manager?
The role of product marketing has become more strategic. How is it affecting you?
Becky Trevino
Snow Software Executive Vice President Products • March 2
One of the pillars of Product Marketing at Snow Software – where I work – is that we should “Be the glue between Marketing, Product, and Sales Enablement”. While this sounds great, it is hard. A rock star PMM serves the needs of these three customers equally. However, for most of us it’s ......Read More
924 Views
2 requests
What specific areas of roadmap influence do you think product marketing can help the most with?
Is it the decision of what features to actually build based on customer feedback and marketing opportunity OR more so naming, branding and how we position and target features?
Becky Trevino
Snow Software Executive Vice President Products • March 2
This answer really depends on the partnership between PM and PMM at your organization. Are you the type of company where PM and PMM are partners? Or are you the type of organization where both groups operate in different silos? If there is a strong partnership, then the PMM should be just as val......Read More
778 Views
4 requests
Becky Trevino
Snow Software Executive Vice President Products • March 2
I recently had a member of my team leave Product Marketing to become a Product Manager. We spent a few months talking through and planning this transition. During this process, what I learned is that the decision to be a PM or PMM comes down to where you enjoy spending your time. PM and PMM a......Read More
1092 Views
4 requests
Becky Trevino
Snow Software Executive Vice President Products • March 2
When looking at the product lifecycle, I typically refer to a framework like Product School’s 7 Phases of Product Development: • Phase 1 – Discovery • Phase 2 – Define • Phase 3 – Design • Phase 4 – Implementation • Phase 5 – Marketing • Phase 6 – Training • Phase 7 - Launch The critical points......Read More
1123 Views
5 requests
Becky Trevino
Snow Software Executive Vice President Products • March 2
There is no one-size-fits-all response to this answer. At Snow Software, where I lead Product Marketing and Operations, pricing falls under me. Prior to my arrival, pricing fell under Product Management. I had an interest in owning pricing and the Product Management lead did not, so it was a quit......Read More
957 Views
3 requests
What would you say is the most important objective of the Product Marketing team? The #1 objective that if achieved would impact your business the most?
Product Marketing is usually pulled in 17 directions at any given time so saying "no" is more important than saying "yes". What is the singular highest point of contribution?
Becky Trevino
Snow Software Executive Vice President Products • March 2
The most important business objective for Product Marketing is to help the business achieve its sales targets – for some businesses this will be measured in MRR or ACV. However you measure this number, ensure you understand PMMs role in helping the organization meet it. This is the most important......Read More
962 Views
2 requests
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