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Teresa Haun

AMA: Zendesk Senior Director, Technology Marketing and Communications, Teresa Haun on Product Launches

December 1 @ 10:00AM PST
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Zendesk Senior Director, Technology Marketing and Communications, Teresa Haun on Product Launches
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Teresa Haun
Teresa Haun
Zendesk Senior Director, Technology Marketing and CommunicationsDecember 1
At Zendesk, the vast majority of our functionality is global so almost every launch is a global launch. We’ve had some very specific regional launches like GDPR, certain voice partners, and messaging channels that are primarily concentrated in select regions, but those are pretty rare. When it is......Read More
2800 Views
4 requests
Teresa Haun
Teresa Haun
Zendesk Senior Director, Technology Marketing and CommunicationsDecember 1
This question is very similar to this other one https://sharebird.com/ama/zendesk-director-of-product-marketing-teresa-haun-on-product-launches?answer=mZxqPwjEr5 so sharing my answer from there here too: At Zendesk, the vast majority of our functionality is global so almost every launch is a g......Read More
855 Views
1 request
Teresa Haun
Teresa Haun
Zendesk Senior Director, Technology Marketing and CommunicationsDecember 1
At Zendesk, we do use a launch template that includes key workstreams and teams to engage for different tiers of launches. We use two criteria to determine the tier of a launch: business impact and market impact. For business impact, we assess how much the launch benefits existing and new custome......Read More
7277 Views
3 requests
In your eyes, what's product marketing's role in the launch? What's key to ensure it's smooth?
What are the key deliverables PMM provides? What gets handed off to other teams to run with and create?
Teresa Haun
Teresa Haun
Zendesk Senior Director, Technology Marketing and CommunicationsDecember 1
I’ve heard two terms used before to describe product marketing’s role in a launch that really resonate with me and I think accurately sum up what we do. The first is “launch captain” and the second is “momentum maker” (credit to @Marcus Andrews for that one). Product marketing is the “captain” th......Read More
4314 Views
5 requests
Teresa Haun
Teresa Haun
Zendesk Senior Director, Technology Marketing and CommunicationsDecember 1
This question is very similar to this other one https://sharebird.com/ama/zendesk-director-of-product-marketing-teresa-haun-on-product-launches?answer=DjEBP934m2 so I'm sharing my answer from there here too: At Zendesk, we use a launch template that includes key workstreams and teams to engage......Read More
11292 Views
4 requests
Teresa Haun
Teresa Haun
Zendesk Senior Director, Technology Marketing and CommunicationsDecember 1
When I think about the most successful launches my team and I have done, they all included 1) a clear go-to-market strategy with leadership and stakeholders bought in, 2) strong communication and partnership across cross-functional teams, 3) effective sales enablement, and 4) success metrics and ......Read More
4979 Views
2 requests
Teresa Haun
Teresa Haun
Zendesk Senior Director, Technology Marketing and CommunicationsDecember 1
I would suggest establishing process and structure around launches, like determining the tier and then based on the tier having a launch template with the typical activities and teams to engage. More detail in my response on this question: https://sharebird.com/ama/zendesk-director-of-product-mar......Read More
1888 Views
1 request
Teresa Haun
Teresa Haun
Zendesk Senior Director, Technology Marketing and CommunicationsDecember 1
I think adequate demand for a launch comes down to ensuring all of the planned activities for the launch are actually enough to deliver what’s expected and needed for the business. Sounds like you might already have top-down targets for what the business needs to deliver on that launch, so now it......Read More
1496 Views
1 request
Teresa Haun
Teresa Haun
Zendesk Senior Director, Technology Marketing and CommunicationsDecember 1
An iterative release can still count as a launch, just likely a small launch (in case you’re curious about the tiers we use at Zendesk to determine size, just talked about that on this question https://sharebird.com/ama/zendesk-director-of-product-marketing-teresa-haun-on-product-launches?answer=......Read More
1446 Views
2 requests