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Andy Yen

Andy Yen

Global Partner Marketing Director, ServiceNow

Content

Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorJanuary 17
The frameworks that I use for positioning and messaging have changed over time, as I've advanced in my marketing career in enterprise tech. Earlier in my career (when I was in product marketing), we would approach positioning and messaging for a major product launch. There were a few frameworks t......Read More
2402 Views
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorApril 27
Align the demo updates with the larger product launches, so that you're highlighting some of the major product updates in the canned demo. I've found what works best in delivering canned demos is to create a script and get feedback on it from other GTM stakeholders prior to the launch, and then t......Read More
1202 Views
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorJune 17
Focusing on the right partners and building an integrated co-marketing plan are critical. Sponsoring events is part of the game in partner marketing, but I'm not sure how much of your time should be spent sending out cold emails and cold calls to prospects.  It sounds like you're working with bi......Read More
739 Views
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorJanuary 17
I've worked in enterprise tech for most of my career (SAP, Oracle, ServiceNow). To be honest, I think the biggest competitor that I've always come across is the status quo (doing nothing) since there are so many influencers and decision-makers in an enterprise tech sales cycle.  Here are the m......Read More
727 Views
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorJanuary 18
One of the most exciting opportunities in partner marketing is to scale messaging across different channels. Some of these channels may be new to your company and your core marketing team, and you'll learn a ton by collaborating with other marketers across these channels. But it's also critical t......Read More
697 Views
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorJune 17
This is a great question. The partner marketing approach for sales enablement is very different from the traditional product marketing approach of creating a BOM and enabling your own internal sales and GTM teams.  The best way I've found to teach partners about our joint offerings is to ask t......Read More
692 Views
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorJune 16
Honestly, having worked in both product and partner marketing, I don't think product marketing teams focus enough on partnerships. Product strategy to me is simple, it involves three components: "build, partner, buy". Based on my own experience, product marketing teams are great at executing the ......Read More
685 Views
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorJune 17
Everything. Just kidding! It’s really important to communicate the impact you’re making with your partners across your internal teams. It's not always easy to find time to plan, execute, and then have to report out on all of the campaigns and activities you're driving. But if you don't advocat......Read More
638 Views
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorJanuary 18
I've taken two professional development courses on messaging (Pragmatic Marketing, Magnetic Speaking Messaging Course), and several marketing courses online and through school.  My major takeaway from all of these courses is that marketing is about influence, and as a marketer you need to be t......Read More
502 Views
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorJune 16
Not all partners are created or treated equal. Even if a partner has a really compelling and complementary offering on-paper, if there’s no executive alignment- your success in driving GTM with that partner will be very limited. So pick the partners you choose to work with wisely!  Given the n......Read More
384 Views
Credentials & Highlights
Global Partner Marketing Director at ServiceNow
Product Marketing AMA Contributor
Lives In San Ramon, California
Knows About Competitive Positioning, Go-To-Market Strategy, Technical Product Marketing, Partner ......more