Ajit Ghuman

Ajit Ghuman

Director of Product Management - Pricing & Packaging, CXP, Twilio

Content

Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPNovember 13
The success is positioning is about proving that your work made your employer known for something in the market.  One of the most common ways PMMs do this is by showing how they get the company a top quadrant or wave leader spot with Gartner of Forrester respectively. Nowadays, G2 reviews and ......Read More
1596 Views
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPNovember 13
One of the most effective tactics here is to build a product marketecture. Building a marketecture will help you keep the integrity of the two products intact while being able to create a framework for the entire platform. I've written a detailed blog on this topic, here: https://www.bizjourna......Read More
1385 Views
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPNovember 13
I generally think of PMM owning areas of responsibilities, a subset of which is key assets. I point this out because assets are tactical elements and may change depending on need.  That being said, generally, I've seen PMM owning the following assets: 1. First Call Deck 2. Demos and Demo Scri......Read More
1381 Views
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPNovember 13
I'm not sure about courses, but recommend the following books: 1. Positioning: The Battle For Your Mind 2. Building a Storybrand by Donald Miller 3. Win Bigly by Scott Adams Outside of that, there is no better training than practice. Relook at the positioning on your website, on sales decks......Read More
1341 Views
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPNovember 13
I used to suck at Messaging, and I don't claim to be a guru at it either even today. But let me elaborate: At one point in my career, I would attempt to write a product one-pager (circa 2013-14) and my boss would redline the entire thing and hand it back to me.  I improved a bit. I learned ......Read More
1318 Views
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPNovember 13
The world does trillions of dollars of business for FMCG products every year. They are all commodities, and yet they are continuously fighting a positioning and messaging battle against one another.  In the first episode of the TV Series Mad Men, Don Draper when consulting for the cigarettes b......Read More
1165 Views
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPNovember 13
I've answered a similar question in the AMA in response to "Are there ways to test our messaging without spending a dollar on external validation?" In short, there are three main ways to validate messaging in a B2B setting:  a) Pilot selling with a select set of sales reps  b) Customer and......Read More
1142 Views
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPJune 5
It happens to all of us. As with any type of job interview, practice helps. Additionally, before you sit down to practice you should be using your PMM skills.  Jot down on paper your answers to these questions. * Who is the buyer/company? * What is their decision criteria? * What is the......Read More
1016 Views
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPNovember 13
I made a similar transition many moons ago when I working at Medallia. What helped me, and I reckon what will help you, is having an intimate understanding of the customers, their needs and how our technology uniquely solved their problems. The training you are getting in Customer Success will go......Read More
950 Views
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPNovember 13
You don't need to spend a dollar on external validation. But you do need external validation.  One of the things I remember from a Pragmatic Marketing course I took early on as a PMM was the term NIHITO -- Nothing Important Happens In The Office * If you have customers, asking them for ......Read More
942 Views
Credentials & Highlights
Director of Product Management - Pricing & Packaging, CXP at Twilio
Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Enterprise Product Marketing, Product Marketing Career Path, Pricing and Packaging