Zachary Reiss-Davis

Head of Marketing, Dusty Robotics

Content

How would you approach this product marketing interview assignment?

Zachary Reiss-Davis

Dusty Robotics Head of Marketing • July 13

I don't think I can help you on the full assignment within the scope of an AMA; especially since the sub-question reads like the company probably is going to be using this question for other candidates in the future. However, here are a few tips for any take-home interview round like this: * If......Read More

1876 Views

When or why should a product marketing function carve out an industry marketing role vs just have traditional product marketing run this?

Zachary Reiss-Davis

Dusty Robotics Head of Marketing • July 13

I've tackled this question a bit in other answers already, and I encourage you to check those out as well, but in essence -- industry marketing is one specialization in a mature product marketing organization, focused on key value propositions and message by industry. It's required when your idea......Read More

777 Views

In practice, how does industry marketing and solutions marketing look different from product marketing? Doesn't product marketing have to message to industries and solutions already?

Zachary Reiss-Davis

Dusty Robotics Head of Marketing • July 13

First off, I think of both industry and solution marketing as specializations within product marketing; and there are cetainly successful companies that don't divide out their product marketing organization this way. The key distinction is the focus, and what the marketer needs to be a true exper......Read More

704 Views

What does an industry product marketing manager need to be exceptional at compared to product marketing manager?

Zachary Reiss-Davis

Dusty Robotics Head of Marketing • July 13

All product marketers, no matter their focus area, need to understand both their product and their buyer -- but industry marketers tend to overindex on understanding the industry market, ICP, and Personas and the key messages that will resonate with them. In contract, more product-focused product......Read More

579 Views

Which product marketing responsibilities should be centralized, and what should industry product marketers own?

Zachary Reiss-Davis

Dusty Robotics Head of Marketing • July 13

When industry marketing is working successfully, this question becames harder to answer because it is a core component of the product marketing organization, and so it's harder to tease apart. In general, pricing & packaging, win-loss analysis, competitive research, release marketing, product ......Read More

542 Views

What are the key metrics you use to measure the success of your industry marketing program?

Zachary Reiss-Davis

Dusty Robotics Head of Marketing • July 14

I love this question -- and it's actually one I ask candidates during my interview process as well, because the way that Product Marketing is measured overall varies widely across organizations. Right now, I think of it across these five areas: 1. Stakeholder alignment. This sounds "soft", ......Read More

421 Views

At what stage of a company should a product marketing team think about resourcing an industry-first approach?

Zachary Reiss-Davis

Dusty Robotics Head of Marketing • July 13

Every single company, starting on the very first day that the founders have an idea on a napkin, should think, and resource, industry-first. Surprising? Well, that's because early stage startups need to have an extremely narrow focus on their ideal customer, which tends to be within a single indu......Read More

410 Views

How does your team establish and standardize researching audience/segment needs and how do you then leverage your findings systematically to influence the product roadmap?

Zachary Reiss-Davis

Dusty Robotics Head of Marketing • July 13

Research has to be an ongoing, continual process -- if you aren't continually talking to market experts, customers, and prospects, you lose credibility both with your sales organization and with your product organization. True standardization is less critical than repetition and at-bats, and ......Read More

351 Views

How do you set revenue targets for your industry that you're focused on when the sales team's quota isn't tied to your industry?

Zachary Reiss-Davis

Dusty Robotics Head of Marketing • July 13

This is really tricky to do well, and requires strong executive leadership and business operations support to pull off. Right now, at Procore, I work in an environment where our sales teams -- and thus revenue targets -- are set by our three primary segments, so I don't have this issue, but our P......Read More