Kelly Xu

AMA: Snowflake Product Marketing Lead-Retail & Consumer Good, Kelly Xu on Post Product Launch Momentum

February 8 @ 10:00AM PST
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Snowflake Product Marketing Lead-Retail & Consumer Good, Kelly Xu on Post Product Launch Momentum
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Kelly Xu
Kelly Xu
Snowflake Product Marketing Lead-Retail & Consumer GoodsFebruary 8
First is to recognize that launch is just the beginning and the work never stops. It’s important to get all the stakeholders aligned on this mentality across the organization, so it’s not a done-and-forget thing.  Second, you need to communicate to the market that your work and commitment have......Read More
1016 Views
2 requests
Kelly Xu
Kelly Xu
Snowflake Product Marketing Lead-Retail & Consumer GoodsFebruary 8
First, be prepared to sound like a broken record and repeat your messaging multiple times across different occasions, channels, and stakeholders.  Second, share wins internally. Ask reps to share how they successfully sold to their customers. This is usually best arranged by a sales leader and a......Read More
1008 Views
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Kelly Xu
Kelly Xu
Snowflake Product Marketing Lead-Retail & Consumer GoodsFebruary 8
Step one is to develop a clear view of what the different stages are. That process alone requires a lot of research, analyzing data (if there’s any), and internal agreement on a framework that sales can grasp and apply in their pitch. I would say that’s actually the most challenging part to get i......Read More
966 Views
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Kelly Xu
Kelly Xu
Snowflake Product Marketing Lead-Retail & Consumer GoodsFebruary 8
There are two major ones I’ve used over the years.  The first is pipeline generation--how much pipeline is generated by the campaigns or sales plays that are tied to the launch  The second is use case adoption. There are different tools and ways to measure it but ultimately it’s usually a CRM r......Read More
986 Views
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Kelly Xu
Kelly Xu
Snowflake Product Marketing Lead-Retail & Consumer GoodsFebruary 8
Yes. Continuous monitoring of content and event performance provides key metrics that tell us what resonates with which audience, and just as important, what doesn’t perform well. It’s important to not ONLY monitor the new materials you put out there but look at things holistically. If some class......Read More
962 Views
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Kelly Xu
Kelly Xu
Snowflake Product Marketing Lead-Retail & Consumer GoodsFebruary 8
The foundation to success is to thoroughly enable the influencer and key partners. This includes a much wider variety of topics than the product features themselves, it can be technical resources to get influencers started, building relationships between you and the partner beyond just the C leve......Read More
981 Views
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Kelly Xu
Kelly Xu
Snowflake Product Marketing Lead-Retail & Consumer GoodsFebruary 8
I think it should be a committee of people, including product, marketing, sales, customer success, professional services, and other teams if applicable. They can own different aspects of the journey from pipeline generation, to win rates and revenue targets, to product usage and customer satisfac......Read More
967 Views
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