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Ajit Ghuman

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

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How do you showcase or describe to interviewers your work in messaging and positioning, without actually showing documented work?

Ajit Ghuman

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

1645 Views

What are the assets that product marketing owns? And the best way to vet the assets with key stakeholders?

Ajit Ghuman

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

1506 Views

What are some messaging courses you would recommend?

Ajit Ghuman

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

1464 Views

What is a good way to create product positioning and messaging when launching a platform of multiple products? In this case, launching product #2 jointly + integrations to create a true platform.

Ajit Ghuman

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

1399 Views

As a new product marketer I am struggling with messaging. What is the best way to develop this skill?

Ajit Ghuman

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

1328 Views

My CEO is always saying we are selling a commodity. How do you create messaging and positioning around something that is considered undifferentiated?

Ajit Ghuman

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

1284 Views

How do you drive alignment across the exec team on messaging

Ajit Ghuman

Twilio Director of Product Management - Pricing & Packaging, CXP • September 9

It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More

1175 Views

What is the most efficient way to validate messaging with customers?

Ajit Ghuman

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

1158 Views

As someone new to product marketing, and thinking of seriously recruiting at my own company's product marketing team (I'm currently in customer success, have an MBA in marketing), do you think taking Product Marketing online courses are beneficial?

Ajit Ghuman

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

1059 Views

How do I decide whether to publish pricing on my company's website?

Ajit Ghuman

Twilio Director of Product Management - Pricing & Packaging, CXP • February 25

It's become a trend today to publish pricing pages, 75% of companies do. But this is by no means a virtue. The following is an excerpt from my book, Price To Scale. "When you have a large market with a high degree of homogeneity, it is feasible to emulate other SaaS companies and publish the co......Read More

1054 Views

Credentials & Highlights

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

Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com