Joshua Lory

AMA: VMware Senior Director, Blockchain Go To Market, Joshua Lory on Product Marketing vs Product Management

March 29 @ 10:00AM PST
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VMware Senior Director, Blockchain Go To Market, Joshua Lory 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.
Joshua Lory
Joshua Lory
VMware Senior Director, Blockchain Go To MarketMarch 29
In my opinion, PMM has a better vantage of customer needs and command of customer voice to produce best in app copy, product naming nomenclature and in-product guidance. This responsibility can be shared with UX and PM to ensure everyone is on the same page. Engineering and PM usually need a lot ......Read More
595 Views
1 request
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?
Joshua Lory
Joshua Lory
VMware Senior Director, Blockchain Go To MarketMarch 29
Product marketers should leave there stamp outside and inside the product. What I mean is that traditional marketing always takes place outside of the product i.e. sales enablement, blogs, technical demos, tools etc . Now with the advent of SaaS PMMs can market inside the product as well. By havi......Read More
644 Views
2 requests
Joshua Lory
Joshua Lory
VMware Senior Director, Blockchain Go To MarketMarch 29
A few questions to ask yourself: Do you want to be the mini-CEO of the product? Do you have enough experience to appreciate how engineering operates to build a product?  Are you comfortable making major tradeoffs between direct customer requests and company strategic priorities? Are you sav......Read More
428 Views
2 requests
Joshua Lory
Joshua Lory
VMware Senior Director, Blockchain Go To MarketMarch 30
Think of a restaurant with front and back of the house. Back of house is prepping, cooking and organizing the food for front of the house to position, serve and engage the customers. Another way to look at this is front of the house understands what the customers want, thier expecations, reaction......Read More
397 Views
2 requests
Joshua Lory
Joshua Lory
VMware Senior Director, Blockchain Go To MarketMarch 30
Some best practices that helped my teams create a collaborate cross pollinating environment are: * Standing 1:1 with PM and PMM leads to discuss major open actions with full disclosure * PM contributes or leads customer feedback in regular product backlog grooming sessions * PMM develop......Read More
691 Views
2 requests
Joshua Lory
Joshua Lory
VMware Senior Director, Blockchain Go To MarketMarch 29
Here are some OKRs my teams track for product launches: Awareness - Web, social and blog activity (impressions, engagements and link clicks) Sales if not self-serve - MQLs and SQLs Time to value - how long does it take a customer to onboard and get value? Consumption - How often are new fea......Read More
811 Views
2 requests