AMA: VMware Sr. Director Product Marketing, Joshua Lory on Influencing the Product Roadmap
January 6 @ 10:00AM PT
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VMware Senior Director, Blockchain Go To Market | Formerly Accenture, United States Air Force • 5y
Great question with the most votes. In my experience, Product Marketing owns a large percentage of the market analysis, pricing and packaging effort. At VMware, Product M...
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VMware Senior Director, Blockchain Go To Market | Formerly Accenture, United States Air Force • 5y
By presenting a particular customer segement in the light of the total addressable market. You'll be in good shape if you can clearly show a business case that carries si...
870 Views
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VMware Senior Director, Blockchain Go To Market | Formerly Accenture, United States Air Force • 5y
In many cases product marketers are the window to the customer. We’ve walked a mile in the customer’s shoes. We have our fingers on the pulse of their needs, problems and...
796 Views
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VMware Senior Director, Blockchain Go To Market | Formerly Accenture, United States Air Force • 5y
First, changing a culture is hard. You can do your best by setting an example, being curious, solving hard problems and helping your peers grow the business. Second, you ...
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VMware Senior Director, Blockchain Go To Market | Formerly Accenture, United States Air Force • 5y
In partnership with the product leadership team, establish a 360 degree feedback loop that takes the plethora of feedback channels and terminates them into one like AHA o...
759 Views
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VMware Senior Director, Blockchain Go To Market | Formerly Accenture, United States Air Force • 5y
A few thoughts on delivering roadmap commitments: Get the product leaders involved in direct customer feedback sessions and events. Hearing customer problems and request...
687 Views
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VMware Senior Director, Blockchain Go To Market | Formerly Accenture, United States Air Force • 5y
Product marketing should understand product requirements and feature velocity at a high level i.e. how hard it is to deliver a solution and how many features can your tea...
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Should product marketers be "influencers" or "partners" in product roadmap decisions?
As an influencer you might just share market and customer research, competitive intel, etc. as another input for PM to consider in their own decision making; whereas if you're a true partner, you're discussing and debating with them, as equals, what product roadmap decisions should be and why, where PMs and PMMs bring different inputs and value to the table as equals. Thoughts on being an "influencer" vs. being a "partner" in guiding the product roadmap? Thank you.
VMware Senior Director, Blockchain Go To Market | Formerly Accenture, United States Air Force • 5y
If you're doing your job right, both. I believe everything PMM does should end up in the product at some point. Marketing doesn't have to be external or disconnected from...
673 Views
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How do I figure out a schedule for our revenue kickoff where marketing, sales, and customer success are all together?
It would be where there are joint-sessions and then separate sessions for each group. I would love to see a sample schedule. I have done FKOs, but not RKOs.
VMware Senior Director, Blockchain Go To Market | Formerly Accenture, United States Air Force • 5y
Yes, at VMware this is called Sales Kickoff. It usually consists of sales, technical pre-sales, professsional services and customer success gathering for a few days to di...
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