Morgan (Molnar) Lehmann
Senior Director, Head of Product & Solutions Marketing, SurveyMonkey
About
Morgan leads product marketing, solutions marketing, and customer advocacy at SurveyMonkey. She began her career at Nielsen, consulting for Procter & Gamble on marketing insights. After various B2C and B2B research consulting roles, she discovered......more
Content
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 23
We just went through this exercise at Momentive, focusing specifically on building buyer persona "packs" – a collection of materials to help our broader organization understand our target personas. Depending on your project timeline, you'll likely want to conduct a blend of primary and secondary ......Read More
2558 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
It's been a while since we've had an integrated marketing function at Momentive, but here's how I'd envision this working: Product marketing owns: - Buyer persona research, development, and enablement - Product messaging/positioning - Go-to-market strategy (e.g. by persona, industry) - Pro......Read More
1494 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • July 12
We JUST revamped our GTM framework & process at Momentive and you're in luck - I drove this process at the company & am coming off the project pretty fresh. Ultimately, product marketing should own the go-to-market launch framework and process. So you or someone on your team should be a driver......Read More
1377 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
Category creation (or making the decision to join an existing category) should be a joint effort between brand and product marketing leadership (and sometimes comms leadership), with an ultimate approver in the C-suite, either the CMO or CEO. Here are some of the things that brand and product......Read More
1247 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
There are 3 main areas where I've seen product marketing get involved in brand strategy: 1) Brand category definition: (see my other answer on how PMM & Brand would collaborate on category creation/evaluation) 2) Brand/product architecture: When you have a portfolio of offerings and multipl......Read More
1156 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • July 12
For almost every feature launch, you have to evaluate the amount of market- and customer-facing activities it makes sense to do. For features that don't warrant a market launch (i.e. they aren't a differentiator, don't support a strategic partnership, or open up opportunities for new business) bu......Read More
1145 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • July 12
As part of our GTM launch framework & process roll out, we created a GTM strategy & execution plan templates that correspond with different market launch & customer impact tiers. If you nail the GTM strategy, the plan will fall into place if you have the foundational framework. Here are some o......Read More
1118 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
When business is humming along and you're planning out your roadmap for product enhancements or new features, the brand story won't play a huge role in the product roadmap. Of course, you'll want to make sure features continue to reinforce your key value props, but that can all be spun as part of......Read More
908 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 19
Ohhhh man, I've been here! I cringe thinking back to when I would help sales reps customize individual sales decks. Never again! I started to break free of this first by only saying 'yes' to requests that could help the ENTIRE team. For example, if there was a request for a slide that made sen......Read More
900 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 19
My top tip for being successful in Product Marketing is getting close to the customer. Ways to get close to the customer: * Do your own customer interviews * Get your hands on as much customer research as possible (product research, user research, win/loss, NPS surveys, brand health res......Read More
860 Views
Credentials & Highlights
Senior Director, Head of Product & Solutions Marketing at SurveyMonkey
Formerly SurveyMonkey, Nielsen
Product Marketing AMA Contributor
Lives In Redwood City, CA
Knows About Building a Product Marketing Team, Customer Research, Enterprise Product Marketing, E......more