All related (49)
Stephen Baloglu
Director of Product Marketing, AdobeMarch 29

Developing your team and how x-functional teams work together may seem “less pressing”, but while these things do not typically have urgent deadlines, they are extremely important. Here are a few strategies I use to effectively develop the team as well as meeting business goals.

  • OKRs for personal development. We use OKRs to set and measure goals. Whatever goal setting/tracking model you use, make room for you and your team to add individual career goals. We typically all have a learning goal each quarter which can range from doing a LinkedIn learning program all the way to starting an exec MBA program.
  • Make it a part of high-priority projects. I’m sure you’ve had a team member trying to improve a skill or learn something new. Can you give them that opportunity while also delivering on a business initiative? I had someone on my team who was developing presentation skills and gaining confidence speaking with large teams. We identified a need to have a business review on a new product we had launched. This would kick off our next round of strategic planning and roadmap discussion with x-functional teams…super important. My team member developed the content, did a dry run with peers, and then presented it to the leadership team, which kicked off a great discussion.
  • Prioritize it for yourself. As a leader, if you prioritize and make time to develop yourself, build x-functional relationships, etc… your team is more likely to do the same. Definitely lead by example on this one.
Jodi Innerfield
Senior Director, Product Marketing, Salesforce
First--well done for having a post-mortem! It's really easy to just get caught up in the next thing that comes along, but post-mortems are super important! This is your time to reflect on the launch planning, the launch itself, and whatever happens next.  Launch Planning Reflection - Get feedback from stakeholders involved in the planning. Did everyone have what they need to do their jobs? Was there adequate time to get everything done? Were the right people involved from the beginning or at the right time? This information should inform changes in your bill of materials or launch plannin...
Sherry Wu
Director, Product Marketing, MaintainX | Formerly Samsara, Comfy, Cisco
The tactics behind a product launch all boil down to three strategic questions:  1. Why does this matter for the business? 2. - 3. Why does this matter for your customers? 4. Why now? These are deceptively simple, but think about all of the answers that you need to have.  Having the answers to these two questions will determine This will determine the resources that you put into a launch, how you promote it, and who you promote it
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns, Adobe
Ideally, it's a combination of the GM, product management and product marketing. The GM would set the overall business goals for the year or quarter including revenue. The PM often drives the product launch adoption and revenue goals for that product. PMM often builds the plan with the metrics to help back into those goals.  The important thing is that if you see a gap, make sure that someone is owning all of these goals, otherwise, it will be meaningless to have launch metrics. 
Manav Khurana
GM & SVP Product Growth, New Relic
First the failure mode (for contrast): PMM does a kick ass job with product decks and slicks. There is a training session where some people seem to be paying attention, but most people are distracted by their day-to-day job of sales. Then when a sales person gets an opportunity, they ask the PMM or PM to come in and help. Or worse, the sales lead complains at the company QBR that her team is not enabled properly.    What I think is better: Start with what's in it for the sales person... Is it higher deal value to satisfy quota? Higher win rate? Then, think through how your sales people...
Marcus Andrews
Director of Product Marketing,
I think you’re asking if it’s behind a pay wall and not just a free product? If that’s the case, you need material (video!) that can act as a demo, people want to see product, not just read about it. Salespeople who can give great demos and free trials are often a really effective a launch tool. 
John Gargiulo
Head of Global Product Marketing, Airbnb
Great question. Post-launch is the most underrated parts of the cycle. You've spent months aiming the rocketship, putting fuel in the tank and blasting off - now you've got to steer. Let's break it down into three steps:   1) ANALYZE The first thing is to immediately begin watching not just usage of the product, but which parts of the product. How are people interacting with your features? Where are they dropping off? Where are they spending their time? This will give you context and clarity to move onto step two.   2) PLAN Now that you know where your hypothesis was roughly right or ...