AMA: Zoom Product Marketing - App Marketplace, Sharon Markowitz on Partner Product Marketing
January 31 @ 10:00AM PST
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Zoom Product Marketing - App Marketplace, Sharon Markowitz on Partner Product Marketing
Top Questions
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • February 1
As the founder of YourCareerWings, a career coaching business, and a former marketing leader in edtech at Intuit and Pragmatic Institute, I'm deeply invested in this question. I've always believed in the power of continuous learning, especially in today's ever-changing professional landscape. Did......Read More
725 Views
3 requests
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • February 1
Its critical to get buy-in and attention from your sales organization and the partner sales organization. Partners should be part of the solution, and therefore, an integrated effort as part of the sales motion at your company. Educating the sales team with the necessary training on how to use......Read More
507 Views
2 requests
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • February 1
KPIS for a partner marketer vary based on the maturity of the partnership as well as what the team is solving for in creating the partnership. Also, sometimes the company and the partner are focused on different KPIs. KPIs may include sales, customer growth (new segment, greater penetration), re......Read More
664 Views
2 requests
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • February 1
A product marketing manager skill set is foundational for being a partner marketing manager, whether at a junior or senior level. The key areas that make an exceptional partner marketing manager include the ability to: 1. build strong relationships 2. influence stakeholders who may not be di......Read More
707 Views
6 requests
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • February 1
Key areas to focus on for alignment and success in partnerships include: prioritization and resourcing, organizational structure, partner selection, value proposition & joint partner messaging, KPIs, and analytics. Oftentimes these may be overlooked by a company that impacts the overall success o......Read More
546 Views
5 requests
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • February 1
Ways to continuously optimize the partner process may include: 1. Review GTM plans against targets both leveraging quantitative and qualitative data to determine what worked and what can be improved 2. Embrace testing as an approach for GTM, where the company and the partner can test,......Read More
655 Views
2 requests
What's the longer term health of having a career in doing partner PMM?
As someone who used to be in partner marketing (on the product marketing team), I found career options to be more limiting than being a straight up PMM and my combined experience makes me a great fit for Partner PMM roles, but I hesitate making the jump into those roles
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • February 1
Opportunities exist in both product marketing and partner marketing. It's rare to find a company without some form of partnership strategy or program nowadays. However, it's important to note that this doesn't always necessitate a dedicated partner marketing role. Keep in mind that a strong partn......Read More
508 Views
5 requests
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • February 1
There are different approaches to mergers and acquisitions (M&A) and their impact on partnerships, and strongly depend on the acquiring company and strategy. Below are a few examples from my experience. At one company, the rationale for acquiring a business was to gain the customer base and ther......Read More
483 Views
2 requests
What's the best way to teach partners about your product and which assets/resources should be developed to maintain their knowledge?
For your team, leveraging internal product training, battlecards, sales plays, etc. gets them prepared. What works best for supporting partner GTM motions?
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • February 1
Educating your partners is critical to understand a company’s vision, overall priorities, and ultimately, where partners fit to further inform how you will work together. My approach to educate the partner company is as follows: 1. Introduce them to the company, vision, and the dedicated par......Read More
528 Views
3 requests
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • February 1
Congrats! This is exciting. Here are some tips for developing your GTM strategy for a new partner channel: Research 1. Talk with your sales colleagues to learn what they’ve done to date, and if they have industry experience with this specific partner channel 2. Leverage your network, ......Read More
652 Views
2 requests
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • February 1
Positioning is a brief description of a product or service that your company offers, how it meets the target audience, the respective category and how it's different from the competition. This is typically an internal document. Messaging relates to how you will communicate the main value proposi......Read More
941 Views
3 requests
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • February 1
Product marketing managers should have a foundational understanding of AI technology and its potential impact on their roles and functions. So many products today have an AI component, or are prioritizing messaging around an AI component that its critical to understand given the inherent nature o......Read More
671 Views
1 request
How do you make the most of marketing partnerships once they are created?
For example, once a partnership is created, how do you incentivize other sales teams to sell/ advocate your company within their larger partner ecosystem? Some partner marketplaces can have hundreds of integration partners. How do you get your company to stand out?
Sharon Markowitz
Zoom Head of Product Marketing, App Marketplace • February 1
Marketing partnerships may not be the right nomenclature. If a company has an app on an App Store or App Marketplace with thousands of apps, these are not considered "marketing partnerships". Think of your favorite app on your phone, there are many apps on the phone you can select, but they are n......Read More
656 Views
1 request
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