AMA: SurveyMonkey Senior Director, Head of Product & Solutions Marketing, Morgan (Molnar) Lehmann on Industry Product Marketing

August 21 @ 10:00AM PT

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👋 Morgan (Molnar) Lehmann

Hi! I lead Corporate Marketing at SurveyMonkey, which includes Product & Lifecycle Marketing, Communications, and Research. I got my start in marketing insights at Nielsen, and have been at SurveyMonkey for over a decade which is where I discovered my passion for product marketing. At SurveyMonkey, I've seen it all: pre-IPO growth-mode, going public, scaling our Enterprise motion, re-focusing on PLG, Private Equity ownership, M&A, rebrands, and more. I live in Redwood City, CA with my husband, 2 young children and golden retriever.

When is it the right time to invest in a robust industry marketing / product marketing motion, especially if it's a resource-constrained team?

Morgan (Molnar) Lehmann•

SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y

Knowing when to introduce an industry product marketing motion depends on several factors:Do you have product-industry fit? Or put another way, are you free of any produc...

1384 Views

4 requests

When does it make sense to lean into a dedicated vertical or industry marketing function? And once you decide, how do you get it off the ground?

Morgan (Molnar) Lehmann•

SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y

I answered the "when to introduce industry marketing" question here: https://sharebird.com/h/product-marketing/q/product-marketing?answer=peBxUG2DnB&utm_source=questi...

865 Views

2 requests

When or why should a product marketing function carve out an industry marketing role vs just have traditional product marketing run this?

Morgan (Molnar) Lehmann•

SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y

I answered the "when to introduce industry marketing" question here: https://sharebird.com/h/product-marketing/q/when-does-it-make-sense-to-lean-into-a-dedicated-vertical...

872 Views

2 requests

Which product marketing responsibilities should be centralized, and what should industry product marketers own?

Morgan (Molnar) Lehmann•

SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y

Typically, when you get to the point of hiring Industry PMMs, I think of their role as sitting on top of the work your core PMMs are doing. In most cases, they're adaptin...

815 Views

3 requests

What are the key metrics you use to measure the success of your industry marketing program?

Morgan (Molnar) Lehmann•

SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y

In short, however you're measuring success of your marketing programs today, cut by industry and trended over time. A couple things are critical to setting yourself up fo...

822 Views

3 requests

How do you set revenue targets for your industry that you're focused on when the sales team's quota isn't tied to your industry?

Morgan (Molnar) Lehmann•

SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y

When I read the first part of your question, my first thought was to tie it to sales team quotas ;) In more mature industry GTM motions, having sales teams segmented by i...

921 Views

2 requests