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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

1273 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

1189 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

1159 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

1130 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

1044 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

996 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

899 Views

How can I improve my interviewing skills for a product marketing role?

Ajit Ghuman

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

853 Views

Are there ways to test our messaging without spending a dollar on external validation?

Ajit Ghuman

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

840 Views

We have traditionally been focused on SMB / Mid-Market and are now trying to go to market to the Enterprise. What questions do you recommend we ask internally to get to product market fit with our new Enterprise pricing and packaging?

Ajit Ghuman

Twilio Director of Product Management - Pricing & Packaging, CXP • May 5

Enterprises and SMBs have interesting trade offs of flexibility, utility and price. * SMBs may have valued an instant deployment self service solution, that accomplished most of their tasks but not bothered too much 24x7 support and/or security. * Enterprises are more likely to value c......Read More

803 Views

Credentials & Highlights

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

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