All related (7)
Vishal Naik
Developer Marketing Lead, Google Assistant, Google | Formerly DocuSignJanuary 19
I view the role of a PMM as being someone who owns the full story/customer perception of a product, is the product-line CMO so to speak. Sometimes you will need to market a solution, sometimes you will need to launch a product, sometimes you will need to convince sales people to do something and sometimes you will need to create a new narrative. So as I think about product marketing for my team and what a PMM would do, it's less around a product or a solution and more around being nimble to build and adjust the strategy based on what market needs you can solve in the given time frame.  I w...
Krithika Muthukumar
Head of Marketing, RetoolDecember 19
Solutions can mean very different things for different companies. For example, Salesforce’s Health Cloud is an end-to-end product solution for their healthcare customers—you sign up for Health Cloud, your dashboard says Health Cloud, you’re billed for Health Cloud, etc. There’s also companies that offer bundles, such as Intercom, that provide a discount for using multiple products that work together to help address a job-to-be-done.  Stripe falls more towards the Intercom side of the spectrum. For us, solutions serve as new doors into the same house. At Stripe, we’re firm believers in a ...
Savita Kini
Director of Product Management, Speech and Video AI, CiscoJanuary 8
The transition from products to solutions requires a company wide buy-in from the top otherwise PMM's cannot make any impact. The reason we move to solutions in the first place is because the customers prefer a more holistic solution to their problem/pain point versus a point-product. To build a solution -- it can be a combination of products in your company's portfolio or with technology partners. Solutions can be vertical or horizontal specific. I have come across 3 different ways of how solutions marketing is done -- *  loosely coupled products being positioned as a solution to offer a...
Danny Sack
Director Product Marketing, SAP
Every time I join a new organization, I ask for the same things: * List of key contacts in the sales, marketing, and product teams * Key buyer/user personas * Existing product materials * KPIs for the team From there I construct a 30-60-90 day plan to meet people, learn the products, and craft a strategy for the products that will lead to measurable success.
Div Manickam
Mentor | Author | Product Marketing Influencer, Inspire. Influence. Impact. | Formerly Lenovo | Dell Boomi | GoodData
Our messaging and positioning starts with this framework below. We combined messaging and positioning into one document and have it built out for each product, solution, and industry. We engage with product management to start and confirm the value proposition, key personas and their pain points based on current learnings from customers. Then we validate our messaging with sales, presales to gain insights into prospect conversations.  This has become the guide for the content/editorial team and the other teams in marketing to help articulate business value. undefined [https://i.imgur.c...
Krithika Muthukumar
Head of Marketing, Retool
We now offer upwards of a dozen products on the Stripe platform that go way beyond payments processing—from products for incorporation and billing management to fraud prevention and managing corporate spending. To manage the growing complexity, we introduced the concept of Anchor Tenants at Stripe this year. (This term comes from American malls, where there may be a large store that draws customers and traffic for the smaller stores.) For us, those are our core products: Payments (payments acceptance), Connect (marketplaces and platforms), and Billing (recurring revenue and invoicing). The...
Vishal Naik
Developer Marketing Lead, Google Assistant, Google | Formerly DocuSign
Market research is a pretty valuable data point in terms of prioritizing verticals (or any other segmentation slice), but so too is your product ownership point of view and your internal usage data. So you don't need to lean on external research, but it can certainly augment your other efforts. I think there's value in looking at 1p, 2p and 3p input sources in coordination with each other. Where we have used external research towards our segmentation processes is when we do message testing measured across different user groups and then review any consideration or preference gains we see ac...