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Alina Fu

Director, Copilot for Microsoft 365, Microsoft

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Microsoft Director, Head of Marketing for Viva Insights, Glint, Pulse, and Goals, Alina Fu on Influencing the Product Roadmap

May 15 @ 9:00AM PST

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What are 3 most important hard skills that a product marketing needs? Hard skills for example: coding, data analytics, communication, etc

Alina Fu

Microsoft Director, Copilot for Microsoft 365 • January 25

If I could only pick 3, it would be: * Storytelling * Competitive insights * Customer-obsessed Telling a story isn’t just filling out a messaging and positioning framework but about being able to pitch a narrative on why status quo is broken, paint what that world would look like, and why yo......Read More

1770 Views

How do you stand out in a pool of product marketing candidates? What kinds of experiences, or which characteristics/traits, do employers care about most?

Alina Fu

Microsoft Director, Copilot for Microsoft 365 • January 25

Every company has its own system or values that they look for during candidate review. During interviews, especially at larger enterprise companies, the recruiter or hiring manager usually has a rubric that assesses how much the candidate fulfills the criteria. Here are what stands out for me in......Read More

1725 Views

What tips/suggestions do you have for someone who wants to break into product marketing?

Alina Fu

Microsoft Director, Copilot for Microsoft 365 • January 25

Like any good first meeting, ask yourself some discovery questions: 1. What do I enjoy doing the most at work? 2. Why do I want to get into product marketing? 3. What products do I think are marketed well? Why? 4. What products can be marketed better? How would I market it differently? 5. D......Read More

1479 Views

While looking at next level roles, how do you overcome hiring bias for the same domain. Your career history is what it is. Very few, if any, hiring managers are willing to look at the broad horizontal PMM skills that a candidate brings to the table.

Alina Fu

Microsoft Director, Copilot for Microsoft 365 • January 25

I think that depends on the hiring manager. I would even go so far as to suggest maybe you haven’t found the right role or HM who is looking for that broad horizontal PMM or you may be under-leveling yourself. As you become more senior, that is when the broad horizontal PMM skills come into play.......Read More

1409 Views

I would like to become a people manager and a strategic leader, whatever the attached title may be, from a senior PMM that I currently hold. How can I achieve this?

Alina Fu

Microsoft Director, Copilot for Microsoft 365 • January 25

How much do you trust your manager/management chain? I’ve had direct reports who share their career aspirations with me, even if it’s a role outside of my team, and I count myself lucky that they trust me enough to share that. When they did, I would put them on projects that would expose them ......Read More

1252 Views

With respect to mergers and acquisitions, what are the steps and priorities you take to integrate the newly acquired product into your overall product marketing strategy?

Alina Fu

Microsoft Director, Copilot for Microsoft 365 • December 1

This one is challenging because I’ve witnessed year long integrations from newly acquired products into the overall strategy, and even then, it wasn’t “fully” absorbed into the main strategy. First, I would recommend looking at the reasons why this product came under the fold. What was the visio......Read More

1242 Views

What does your product marketing team do differently when executing on an account based marketing strategy compared to traditional marketing?

Alina Fu

Microsoft Director, Copilot for Microsoft 365 • December 1

ABM is a topic that is near and dear to my heart, as we just announced 7 new ABM integrations and hosted a webinar about ABM strategies. Data-driven marketing has extended beyond analytics, social, SEO/SEM, and A/B testing into insights and 3rd party data on customers’ wants and needs to tailor ......Read More

1145 Views

How is your PMM team structured?

Alina Fu

Microsoft Director, Copilot for Microsoft 365 • January 25

I structure my PMM teams based on a blend of the following: * What are the goals of the PMM team * How the PMM team will be measured (this is related to how the company regards the PMM team) * What is the vision of an ideal PMM team I believe in an end-to-end approach to Product Marketing......Read More

923 Views

What do you enjoy most about Product Marketing? What do you dislike?

Alina Fu

Microsoft Director, Copilot for Microsoft 365 • January 25

All of my roles have been satisfying for different reasons. I have found that I get most excited when I: 1. Learn new skills and enjoy doing the “grunt” work 2. Have a solid set of team members that I connect with 3. Am in an org where PMM is valued and influential There will always be ups ......Read More

889 Views

What's the best, most turnkey framework to use for building Go-To-Market presentations for multiple stakeholder groups?

Alina Fu

Microsoft Director, Copilot for Microsoft 365 • December 1

I don’t know if there is a turnkey framework but there are definitely lots of framework options available. You can find one that fits your needs or make your own (like I do). Core to a GTM strategy include these essentials: * Core Bill of Materials (pitch deck, demo, battlecard, FAQ/data sheet......Read More

832 Views

Credentials & Highlights

Director, Copilot for Microsoft 365 at Microsoft