Andy Yen

Global Partner Marketing Director, ServiceNow

Content

Do you use any specific frameworks for your messaging/positioning? If so, which and how does the process look like?

Andy Yen

ServiceNow Global Partner Marketing Director • January 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

7492 Views

What is your strategy for creating dynamic, interactive "canned demos" for the sales team given that the product frequently changes?

Andy Yen

ServiceNow Global Partner Marketing Director • April 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

1273 Views

What are your go to resources you use to gather competitive intelligence about other vendors? How do you compare your product features with those of others?

Andy Yen

ServiceNow Global Partner Marketing Director • January 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

1152 Views

I've noticed a lot of partner marketing involves cold emailing and cold calling, trade shows, etc. Are there another maybe non-conventional methods for executing a successful partner marketing strategy?

Andy Yen

ServiceNow Global Partner Marketing Director • June 16

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

1099 Views

What are the biggest mistakes product marketing teams make when focusing on partnerships?

Andy Yen

ServiceNow Global Partner Marketing Director • June 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

1057 Views

What do you wish your internal org understood about your role?

Andy Yen

ServiceNow Global Partner Marketing Director • June 16

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

941 Views

What's the best way to teach partners about your product and which assets/resources should be developed to maintain their knowledge?

Andy Yen

ServiceNow Global Partner Marketing Director • June 16

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

774 Views

What's your cross-channel messaging development process?

Andy Yen

ServiceNow Global Partner Marketing Director • January 17

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

747 Views

What are some messaging courses you would recommend?

Andy Yen

ServiceNow Global Partner Marketing Director • January 17

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

534 Views

What are your lessons learned about successfully going to market in a partner's ecosystem?

Andy Yen

ServiceNow Global Partner Marketing Director • June 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

476 Views

Credentials & Highlights

Global Partner Marketing Director at ServiceNow