Joshua Lory

AMA: VMware Senior Director, Product & Technical Marketing, Joshua Lory on Product Marketing vs Product Management

March 29 @ 10:00am PST

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Top Questions
How do you track success of Product Launches?
Joshua Lory
Sr. Director Product Marketing at VMware | Formerly Accenture, United States Air Force
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...more
How would you describe the key differences between the product manager role and product marketer role?
Joshua Lory
Sr. Director Product Marketing at VMware | Formerly Accenture, United States Air Force
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...more
From your experience, what are some best practices for product managers and product marketing managers to work together effectively?
Joshua Lory
Sr. Director Product Marketing at VMware | Formerly Accenture, United States Air Force
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...more
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
Sr. Director Product Marketing at VMware | Formerly Accenture, United States Air Force
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...more
Career question: As a product marketer, how do you know if you're personally a better fit to be a product manager?
Joshua Lory
Sr. Director Product Marketing at VMware | Formerly Accenture, United States Air Force
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...more
Curious — where does in-app copy fit in your org? Is it under PMM? Design? Other? Particularly interested in technical products, but also curious for nontechnical.
Joshua Lory
Sr. Director Product Marketing at VMware | Formerly Accenture, United States Air Force
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 ...more