Anand Patel

We tier releases for a reason—you can't scream about everything otherwise customers will shut you out. That being said, there is still a ton of value in communicating even smaller releases. Some ways to handle these tier 2 and 3 releases are: * Include these in your external-facing release note...more

I've had to build out product marketing at both a large organization (4,000 employees) and a growing organization (150 employees), and I would say the biggest surprise/challenge is creating the right working relationships.  Product: Defining who owns what since PMs may have been managing many ...more

They set and forget. People change. Customers change. Needs change. So your messaging will need to change with it. For that reason, it's good to do a high-level analysis of your messaging at least annually, if not more often. Make sure it still resonates with customers, make sure additional segme...more

I completely agree with RJ. One of the biggest mistakes I have seen is determining launch KPIs without a full understanding of who your target audience/market is. I have a clear example of this where product marketing was brought in just a few weeks prior to launch of a product, and the leadershi...more

I like Zach's suggestion of finding a good mix but there can be times when a larger story just has more impact. At the end of the day, the key thing is to think in themes, and how those themes are going to drive value and impact for your customers. If a feature or item by itself will have large i...more

Copying my answer from the following thread: https://sharebird.com/does-anyone-have-suggestions-for-hosting-content-assets-for-the-sales-team-to-referenceuse We are currently looking into tools like Highspot, Showpad and Docurated. It allows us to create a central respository of managed and tr...more

We are currently looking into tools like Highspot, Showpad and Docurated. It allows us to create a central respository of managed and tracked collateral/content.  These can obviously be slightly pricy so the other option is to keep a very organized Box/Dropbox folder that makes all content and...more

One of the things I have noticed during my time at various companies is that PMs may not get the opportunity to interact and engage with customers as much as they like. Too many times, they are very development focused, and roadmap is led by HiPPOs. If this is the case in your orginazation, I wou...more

One suggestion would be to see if you have any talented sales engineers that may want to make the move. These individuals have spent a lot of time speaking with customers, understanding their technical needs and frustrations.  It is not always the case that you will find an ideal candidate the...more

It could just be a naming convention, as we tend to produce sales sheets/one-pagers, which serve a similar purpose. As Mike mentioned, we focus on the problems and value rather than specifics of features. It serves as a high level 'why does it matter' document, that does not necessarily need as m...more