Question Page

How do you distribute the value proposition amongst international teams? Do you use a framework to ensure everyone is following the same value prop?

Jam Khan
ZoomInfo SVP Product MarketingJuly 21

International teams are no different and should go through all the same enablement. In my experience since international teams are used to getting a lot less they are scrappy and more self sufficient. My advice is not to treat them as "international" teams, rather to carve out time to connect with those teams regularly. 

Listen to the feedback from those teams, and if the business is large enough consider regional support. I've found some of the most informed and thoughtful feedback comes from international teams.

1364 Views
Harish Peri
Okta SVP Product MarketingJuly 5

The right question to ask is: "how do we ensure that the value prop/messaging is being tailored correctly for the needs of the international markets and customers?" A big PMM mistake is to push for too much consistency and end up with a generic value prop that either says nothing to noone, or appears too US-centric in global markets. In my experience, its always best to gather intel from field sellers to understand pain points, use cases that resonate locally, and empower local marketing teams to mold a core value prop based on those.

428 Views
Sharebird Mentors Networking Event
Wednesday, February 12 • 12PM PT
Sharebird Mentors Networking Event
Virtual Event
Osman Javed
Stephanie Kelman
Khyati Srivastava
+17
attendees
Top Product Marketing Mentors
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Jeffrey Vocell
Panorama Education Head of Product Marketing
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing Leader
Susan "Spark" Park
Susan "Spark" Park
Monzo Director of Product Marketing
Alissa Lydon
Alissa Lydon
Dovetail Head of Product Marketing
Jackie Palmer
Jackie Palmer
ActiveCampaign VP Product Marketing
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud
Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product Marketing
Leah Brite
Leah Brite
Gusto Head of Product Marketing, Benefits
April Rassa
April Rassa
Clari VP, Solutions Marketing