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Enterprise Product Marketing

Where can PMM provide the most lift in the enterprise sales motion?

4 Answers

Jeff Beckham

Gem Head of Marketing • May 6

Every enterprise sales rep wants to sell more, faster. The most valuable PMMs I’ve worked with are experts on their product, market, customers, and competition. Individual sales reps don’t have time to track these things at the level of detail PMMs do, but require smart talking points to be succe......Read More

639 Views

How do I measure sales enablement success?

16 Answers

Sunny Manivannan

Braze Vice President & GM, Global SMB • June 16

My top 3 metrics to measure sales enablement success are : 1. Reduction in ramp time for new AEs coming into the company - defined as 'how many days does an AE spend at my company before they close their first New Business deal?' 2. Quarterly rep participation rate - defined as 'what % of my r......Read More

3928 Views

How do you manage launches when the product team has a difficult time sticking to timelines?

This makes launches pretty difficult to manage without creating large lapses in communication.

10 Answers

Caroline Walthall

Quizlet Director of Product Marketing • January 30

I would bake in as much buffer time as you can in your marketing timelines. If they have a track record of not shipping on time, I'd start assuming that. If your product partners get upset about that, explain the marketing dependencies that you can't deliver results when timelines are always in f......Read More

697 Views

How do you perform extensive competitive product research?

I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?

14 Answers

Leandro Margulis

Prove Head of Product • September 7

The definition of "Extensive competitive product research" may be different for different people. I suggest asking the CEO and Product / Engineering teams the kind of questions they are looking to answer. Sometimes the high level market research you can get from a 3rd party will not be enough, an......Read More

323 Views

In what ways to you see (or recommend) product marketers build trust with their XFN partners?

6 Answers

Uri Kogan

OnPlan VP Product Marketing • March 3

This is an interesting one. In my last company, I joined as the first PMM. In my first meeting with the product team, I spent a fair bit of time explaining the role of PMMs and what we do — how we connect the market to the goals of the organization, and the product back to the market. That hel......Read More

495 Views

What does your product marketing team do differently when executing on an account based marketing strategy compared to traditional marketing?

6 Answers

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 17

To put it simply, ABM is a more targeted approach to storytelling and demand generation. Instead of telling 1 or 2 broad stories to large groups of prospects and/or leads, ABM forces the PMM team to narrow in on our top target accounts (both customers and prospects) and identify what story wil......Read More

1103 Views

If you could work with one Product Marketing leader, who would it be, and why?

1 Answer

Hien Phan

Pinecone Head of Product Marketing, Partner, and Customer Marketing • October 5

Currently, I am working with someone that I highly respect: John Hurley. But others like Grant Shirk, who is really thoughtful PMM leader at Cisco Meraki. Mary Sheehan who is at Adobe in campaigns, but has spent years in PMM before she switched over to campaigns. This question is hard to answer......Read More

728 Views

How do you think about the differences between "enterprise" product marketing and SMB or mid-market?

1 Answer

Hien Phan

Pinecone Head of Product Marketing, Partner, and Customer Marketing • October 5

The main difference is around change management. When SMB and mid-market companies buy software, there isn't a huge change management aspect because of their size. "Enterprise," defined as more established companies like (P&G, etc.), would like to know how you will help them succeed with your sof......Read More

791 Views

Any strategies for developing gold-standard customer testimonials / value case studies?

3 Answers

Suyog Deshpande

Samsara Sr. Director | Head Of Product & Partner Marketing • May 13

Learn from the best in the industry. I love the customer marketing from the following companies: 1. Salesforce - unbelievable focus on customers! Look at the trailhead, attend Dreamforce if you can 2. Gong - I like how they call out specific outcomes and challenges 3. Adobe Experience Maker A......Read More

2819 Views

What do you look for while hiring a junior PMM candidate, especially someone who might not have had a prior PMM experience? What assignments would you typically ask as part of recruitment?

2 Answers

Hien Phan

Pinecone Head of Product Marketing, Partner, and Customer Marketing • October 5

1. writing skill: the messaging side of the marketing house, so you need to learn how to write. 2. presentation skill: you're not just enabling sales, but also marketing so can you present your ideas succintly 3. intellectual curiousity: you're task with taking new products to market......Read More

733 Views