All related (34)
Leandro Margulis
Head of Product Marketing, Prove ‚ÄĘ September 6
I would say that providing the voice of the customer and the voice of the marker to the product manager so we can build products that resonate with our audience is key. I would also say that providing the appropriate messaging and positioing for our products to go to marker is critical. In order to do so, we need to understand the competitive landscape well.
Julien Sauvage
Vice President, Product Marketing, Gong.io ‚ÄĘ December 7
Well, you need to have an impact on your company's big strategic priorities. Easier said than done, right? So I'd look at your company OKRs or top priorities and align the 3-5 focus areas to that. Need an example? - if your company mostly cares about awareness then work on Category programs ( Category creation, Thought Leadership, AR, PR) to optimize DLs, views, mentions, Share of Voice etc. - If your CEO and CMO care about pipe first, then work on PMM programs and campaigns that will influenced that (campaigns, launches, online assets) - If conversion rates or sales velocity are a b...
Lauren Barraco
VP, Marketing, Inscribe ‚ÄĘ December 15
I'll start by saying that there are two major variables on this one: 1) what the organization needs - this can be very different depending on size of the company, stage of growth, etc. and 2) the reporting structure of the PMM team - do you report to the CTO or CPO? Or do you report to the CMO? Depending on the answers to the questions above, your top 3-5 areas may vary. But in general, I think it's safe to say that your top list should include some form of the following:  1. Messaging / positioning / storytelling 2. GTM strategy  3. Product launches 4. Enablement  5. User persona / u...
Christiana Rattazzi
VP, Industry Solutions, Okta ‚ÄĘ November 2
Totally agree with this comment. The response varies a little based on the stage of the business and GTM motion (e.g. self-serve vs sales-lead). That said, I think the top areas would be (in no particular order)  1. Messaging and positioning  2. New product introduction (launches)  3. A core set of field-facing materials (e.g. Pitch Deck) Other honorable mentions for me might include:  * Sales enablement / training * Demo flow and script * Product adoption and engagement * Pricing and packaging * Competitive
Mike Berger
VP, Product Marketing, ClickUp | Formerly Momentive, Gainsight, Marketo ‚ÄĘ November 11
Here's what is top of mind for me as it relates to making a big impact in a startup environment: * Understanding of the customer - not just a surface level understanding of the customer, but a deep understanding of customers incuding their pains and motivations. This is knowledge that no one can take away from you, and it is highly valued across many functions. * The answer to the question of "Why now?" - many startups fail, or fail to grow quickly, because they can't clearly convey why customers should change the status quo. This is a big problem and leads to many "closed...
Carrie Zhang
Product Lead (fmr Head of Product Marketing), Square
Covered this a bit in another question. PMM can bring a very strong customer perspective when it comes to product development. To have a seat at the table though, you have to do the work. This is what we do to bring customers perspective to our product teams: * Visit, shadow, do work at our customers. No research can compare to the insights you get by actually being in the shoes of our customers - in our case, small businesses * Talk to customer facing teams (Sales, Account Management, Support) and synthesize feedback. They are on the frontline all the time. You will be surpr...