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Amey Kanade

Amey Kanade

Product Marketing at Fire TV (Smart TVs), Amazon

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Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs)
How do you perform extensive competitive product research? I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
Here are some tips based on my eperience: 1. Keeping up with competitive product research, especially in tech, is hard: The tech space evolves at a rapid pace and your research can become absolute/stale within few weeks. Provide competitive intelligence back to your CEO/Product teams at an agree...more
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Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs)
How does one create a "positioning document?"
I always start with defining the customer and then working backwards.  1. Define the customer: Based on the market data, I come up with a few personnas. Personnas makes is easier to tell a story and it's easier for your audience (in your case your - CMO) to visualize the customer. Use all the da...more
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Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs)
What metric, goal or KPI can you put on providing competitive intelligence to the company or product teams?
Another great question, thanks! I have been in a few roles where my job was to provide market data, competitive intelligence etc to other teams (CEO, Product, Sales etc) within the org. These teams would use this information to make strategic decisions, use them in sales presentations, etc but to...more
9 Saves
Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs)
What are some of the best practices and tools that you use to determine competitive positioning that you could recommend?
Early on in my career I use to spend a lot of time analyzing my competitors. I closely followed everything on their website, product pages, old blog posts, social media handles etc. Youcan almost make a mental model of how the company, product and their marketing strategy has evolved over the yea...more
7 Saves
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Video: The Essential Go-To-Market with Amey Kanade, Product Marketing at Amazon Fire, and Yasmeen Turayhi
In this episode, Yasmeen Turayhi interviews Amey Kanade, Sr. Manager Product Marketing for Amazon Fire TV / smart TVs, as he shares some of his best tips and practices when it comes to launching a product in the market. We talk about the mistakes people make when it comes to go-to-market, and how...more
Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs)
What are the aspects of operationalizing a GTM plan that might prove to be most risky?
Great question. There could be many reasons why a GTM plan is deemed risky. Perhaps because a lot is hinging on a product launch, or a risky marketing campaign and the riskiest of all - you as a PMM are not completely on board with the product. (The later should not happen but it has happened to ...more
46 Saves
Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs)
What systems/tools do you swear by for product launches to keep all stakeholders informed and engaged?
1. I create custom marketing dashboard daily reports ahead of every product launch. (Google analytics/Periscope/Tableau Daily Reports, don't have a specific preference as long as the right metrics are reported to all stakeholders on a daily basis during the launch period) 2. I hate and love Asan...more
43 Saves
Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs)
How do you make room for new ideas in your launch campaigns vs following a tried-and-true playbook?
I try to follow Google's 80/20 innovation model. Basically I reserve 20% of the effort (in terms of time and budget) to think of new innovative ideas. I hold brainstorming sessions or ask members to come back with at least one whacky idea. Now, this is not possible for every product launch and wh...more
21 Saves
Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs)
How do you easily project manage a product launch?
Short answer - Get a good project manager on your team :) But I understand you don't always have the luxury to get a proj. mgr for a product launch. In some cases, for bigger launches, I have asked for a shared proj. manager from another team (especially the product team). If nothing - you bas...more
36 Saves
Amey Kanade
Amey Kanade
Product Marketing at Fire TV (Smart TVs)
How does Product Marketing measure the success of a launch?
I think measuring success is relatively easy - you have GA, Tableau and similar tools to measure web traffic, purchases, etc. I think the most difficult thing is to define success ahead of a product launch. At my current company, we had large amounts of historical data from previous product launc...more
37 Saves
Credentials & Highlights
Product Marketing at Fire TV (Smart TVs) at Amazon
Product Marketing AMA Contributor
Competitive Positioning
Product Launches
Lives In Studio City, California
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