AMA: Snow Software Vice President Product Marketing, Becky Trevino on Product Marketing vs Product Management
March 2 @ 10:00AM PT
View AMA Answers
Flexera Chief Product Officer | Formerly Rackspace, Dell • 5y
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 pr...
1347 Views
4 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?
Flexera Chief Product Officer | Formerly Rackspace, Dell • 5y
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 o...
913 Views
4 requests
Flexera Chief Product Officer | Formerly Rackspace, Dell • 5y
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• Pha...
1799 Views
5 requests
Flexera Chief Product Officer | Formerly Rackspace, Dell • 5y
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 t...
1804 Views
3 requests
Flexera Chief Product Officer | Formerly Rackspace, Dell • 5y
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, prici...
1547 Views
3 requests
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.
Flexera Chief Product Officer | Formerly Rackspace, Dell • 5y
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/...
1706 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.
Flexera Chief Product Officer | Formerly Rackspace, Dell • 5y
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 ...
633 Views
1 request
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.
Flexera Chief Product Officer | Formerly Rackspace, Dell • 5y
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 t...
610 Views
2 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?
Flexera Chief Product Officer | Formerly Rackspace, Dell • 5y
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 s...
1081 Views
2 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?
Flexera Chief Product Officer | Formerly Rackspace, Dell • 5y
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. H...
1503 Views
2 requests