Communities
Sign Up / Sign In
Indy Sen
Ecosystem Marketing Leader, Canva
Content
Indy Sen
Canva Ecosystem Marketing Leader • July 24
That's a good question. I think it will vary based on when you start your career as a PMM and where. I've seen PMM leaders go on to be CMOs and founders, or successfully transition over to areas like product management and general management. In terms of roles/titles, you typically see a prog......Read More
4253 Views
Indy Sen
Canva Ecosystem Marketing Leader • July 24
Such a great question. I think the best thing you can do invest in yourself and "sharpen the saw". This is especially critical earlier in your career. A couple of approaches: 1.) Read - My mom has this saying: Books are like software updates for your brain. Yes, not all business books are spell......Read More
2430 Views
Indy Sen
Canva Ecosystem Marketing Leader • July 24
Influencing: You need the ability to inspire and drive cross-functional teams, often without any of the "authority". Cross matrixed orgs FTW, baby. Storytelling: You can turn a plot into a narrative (see answer above). You have a knack for finding that storytelling hook that gets to your why thi......Read More
1796 Views
Indy Sen
Canva Ecosystem Marketing Leader • July 24
Yes, in my experience there are definitely a few org considerations that will shape your fortunes as a PMM, and navigating those will determine whether you're set up for success. 1. The first, as you allude to is the function you report into. I've been in orgs where PMM has been in marketi......Read More
1648 Views
Indy Sen
Canva Ecosystem Marketing Leader • July 24
It's really the following three functions: product, sales and the greater marketing team. You will regularly interface with these three, and depending on the company will be deeply embedded with product and sales. The one way I see this changing is that businesses increasingly need to bring B......Read More
1521 Views
Indy Sen
Canva Ecosystem Marketing Leader • February 4
I think the pandemic has been a reset moment for us all, in more ways than one. For Product Marketing, it's put a renewed onus on equipping your teams with messaging that resonates and also make the case that your product is not a nice to have, but a need to have. We've gone through similar c......Read More
1237 Views
Indy Sen
Canva Ecosystem Marketing Leader • February 3
Looks like this question got the most upvotes so let me start with it and try and give as much context as I can. At Google we had the following heuristic for marketing which was: 1.) Know the user 2.) Know the magic 3.) Connect the two It informed our marketing overall, but especially our pos......Read More
1212 Views
Indy Sen
Canva Ecosystem Marketing Leader • December 22
Great question, and always exciting to be at a juncture where you're considering expanding your GTM to address specific verticals and opportunities. Getting a vertical right is not always easy, but when you have the right structure and offerings, the work across other opportunities is very repeat......Read More
1175 Views
Indy Sen
Canva Ecosystem Marketing Leader • December 22
Think of your PMM team as an interface to the organizations they serve. Your org structure can vary from company to company, but I've often said that messaging, if done right, should be like an API across your organization. Same goes with your PMM organization. The more you can optimize for info......Read More
1166 Views
Indy Sen
Canva Ecosystem Marketing Leader • February 3
Positioning is the precursor to messaging. If you don't know who your product is for, what it's good for and how it's different from other products in its space, then it will be very hard to come up with viable messaging. Put another way, positioning is the primitive, typically expressed ......Read More
1119 Views
Credentials & Highlights
Ecosystem Marketing Leader at Canva
Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport
Lives In Oakland, California
Knows About Product Marketing Soft and Hard Skills, Growth Product Marketing, B2B Product Marketi......more