All related (5)
Joshua Lory
Sr. Director Product Marketing, VMware | Formerly Accenture, United States Air ForceMarch 29
Here are some OKRs my teams track for product launches: Awareness - Web, social and blog activity (impressions, engagements and link clicks) Sales if not self-serve - MQLs and SQLs Time to value - how long does it take a customer to onboard and get value? Consumption - How often are new features being used (DAU / MAU) Renewals - NRR
Joshua Lory
Sr. Director Product Marketing, VMware | Formerly Accenture, United States Air Force
In my opinion, PMM has a better vantage of customer needs and command of customer voice to produce best in app copy, product naming nomenclature and in-product guidance. This responsibility can be shared with UX and PM to ensure everyone is on the same page. Engineering and PM usually need a lot of help in this department as it is not their forte. 
Becky Trevino
Executive Vice President Product (fmr VP PMM), Snow Software
I am also a huge fan of Amazon's "working backwards" framework where a press release is written at the onset of development. In organizations that use this methodology, it is a great time to bring in the PMM. It also begs the question, when should a press release be written? We typically write in in Phase 5 or 7. I'd argue we should be using this template or another much sooner in the process. https://www.product-frameworks.com/Amazon-Product-Management.html
Lauren Craigie
Director of Product Marketing, dbt Labs
oh mylanta I love this question. I think a lot of this can be an interative process with the PMM, but I think the things I see most often left out of these documents that could completely change the way a new feature is positioned includes: - Not just what problem this solves, but how was the problem solved before this feature existed? (Was there a workaround in our product, or did users lean on external solutions?) - Not just who will use the solution, but who, downstream, benefits from its use? - Not just the business value, but the value for an individual that will prompt them t...
Victoria Chernova
Director, Product Marketing, Gong.io
Both are super valuable, and gaining experience in both will make you a well-rounded PMM. Great for when you lead a team in the future :) That being said, it also depends on what you enjoy. Having done both, PLG PMM work feels more B2C to me, where most of my time was spent working with campaigns, brand, and copy teams (other than product of course!). So if you enjoy working on customer journeys, creative briefs, and marketing assets, then that's a great fit for you. Whereas with SLG motions, your primary stakeholders are enablement and the field. In these roles, I've worked on messag...