Ellie Mirman

Chief Marketing Officer, Crayon

Content

Are there any broad metrics you guys track as PMMs?

Ellie Mirman

Crayon.co Chief Marketing Officer • July 26

I take the approach of getting both quantitative and qualitative measures, both bottom line (e.g. revenue) and project-specific (e.g. collateral usage) metrics. Quantitative metrics include: revenue, win/loss rates, launch metrics, product usage, retention Qualitative metrics include: interna......Read More

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How do you start a competitive analysis program from scratch and scaling it out or even work with a current or past competitive program that you liked?

Ellie Mirman

Crayon.co Chief Marketing Officer • July 5

Full disclosure, I work for Crayon, a market & competitive intelligence company. Here are some initial thoughts based on my experience building a CI program here and at previous companies, as well as what I've learned from our customers. * Start with the goals you want to accomplish with this n......Read More

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Knowing that marketing is always trying to quantify their metrics, how are you in Product Marketing quantifying the ROI of your work?

Ellie Mirman

Crayon.co Chief Marketing Officer • December 20

Agreed with the other answers about aligning impact with focus areas for the business as a whole. Though I also like to have some consistent metrics to be able to see some longer term trends. There's a separate thread here that dives into PMM metrics: https://sharebird.com/are-there-any-broad......Read More

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How do you stay on top of competitors when it's a crowded market and things are changing every day?

Ellie Mirman

Crayon.co Chief Marketing Officer • August 2

1. Automate as much of the research / data collection as possible. (I'm biased, but I think Crayon does the best job of capturing competitive moves across millions of sources.) Honestly, this should be "outsourced" to technology because it can do a better job at a fraction of the cost (think of y......Read More

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What tips do you have for successful “win interviews” and who is typically involved?

Ellie Mirman

Crayon.co Chief Marketing Officer • August 2

I prefer to have a two-person team to do interviews - one person to conduct the interview, the other to take in-depth notes and identify follow up questions. This can be less critical if it's possible to record the interview, but I find that the written notes are fantastic for sharing the takeawa......Read More