Arianna Schatzki-Mcclain

Group Manager, Product Marketing, Lyra Health

Content

How do you start with a GTM strategy?

Lyra Health Group Manager, Product Marketing • August 3

I strongly believe that every GTM strategy should start with researching and understanding the market, competitive, and buyer/prospect needs. Above, I mentioned more details about what types of data might be interesting to look at for verticle prioritization, but this list can also apply here. Co......Read More

6182 Views

What are some cornerstone KPIs that product marketers should use for every Go-To-Market strategy?

Arianna Schatzki-Mcclain

Lyra Health Group Manager, Product Marketing • August 4

There are different motivations for launching products. For example, beyond solving a buyer problem a company could launch a product to expand TAM, retain customers, or differentiate from competitors. Based on this business objective you should determine specific goals and KPIs to ensure you are ......Read More

1406 Views

How might GTM vary for the first product i.e. at a tech startup?

Arianna Schatzki-Mcclain

Lyra Health Group Manager, Product Marketing • August 4

Across B2B and B2C companies, one of the biggest influencers in a buying decision is a happy customer. Think about it, when you go to buy something that matters to you, how often do you ask a friend who's used the product how they like it, or look for peer reviews online from trusted sources? ......Read More

1118 Views

What advise would you give a junior PMM who has minimal GTM experience interviewing for PMM roles?

Arianna Schatzki-Mcclain

Lyra Health Group Manager, Product Marketing • November 30

If you don't have the opportunity to manage an entire new product launch, you'll have to get creative. See if there is an opportunity to own a specific piece of a launch someone else is managing or even manage a smaller feature launch. I'd also look for opportunities work with the product team, e......Read More

995 Views

What are your top questions to ensure you are hiring the right PMM candidates and why?

Arianna Schatzki-Mcclain

Lyra Health Group Manager, Product Marketing • November 30

Top questions depend a bit on the role since I always try to make sure each question is evaluating a specific competency tied to that job. (More on this below). That being said - here are a few questions I find useful a lot of time when hiring PMMs. * What can product marketing contribute to ......Read More

923 Views

How do you use market research to inform priority verticals to go after in your go to market efforts?

Arianna Schatzki-Mcclain

Lyra Health Group Manager, Product Marketing • August 4

Market research is near and dear to my heart and at the core of any strong product and go-to-market plan. I have many examples of how you can use research to inform vertical strategy, but my first tip is to just get started. If you are on a small but mighty PMM team (or perhaps you're the only PM......Read More

731 Views

How do you break up responsibilities when you're the first and only PMM and now you are hiring a new PMM to work under you? In a fast growing SAAS startup?

Arianna Schatzki-Mcclain

Lyra Health Group Manager, Product Marketing • November 30

Congrats on growing the team! In a two person team, you have to look at the top priorities, where you can have the biggest impact (where you are uniquely needed the most), and where each of you are strong and excited to grow. You are in the fortunate position to consider what elements of PMM you ......Read More

649 Views

What are the aspects of operationalizing a Go-To-Market plan that might prove to be most risky?

Arianna Schatzki-Mcclain

Lyra Health Group Manager, Product Marketing • August 3

Almost every launch has something unexpected arise not matter how much you plan. To me, the riskiest items are the ones that might be harder to change or adjust post-launch. 1. Making sure there is product market fit is make or break. By that I mean, the buyer you've identified has a clear ......Read More

626 Views

How do you roll out new collateral, content, and product training to a remote sales team?

Arianna Schatzki-Mcclain

Lyra Health Group Manager, Product Marketing • November 30

As a PMM, Sales is a main stakeholder that we help support. You can think of them as a "buyer" or consumer of your work so many of the same tactics and best practices that you use to roll out communications externally can be used internally. I'll also note that I have worked with many amazing ena......Read More

560 Views

How do you fit in within the product launch cycle? Do the stakeholders come to you or do you insert yourself? And once you are in the mix, do you have a checklist or framework you use to align your stakeholders to ensure the process is consistent?

Arianna Schatzki-Mcclain

Lyra Health Group Manager, Product Marketing • August 4

The product launch cycle and how PMM collaborates with others throughout this process can look different at every organization. In my experience, PMM is involved early when the roadmap is being created to provide insight on market opportunity, build business cases to inform prioritization, and re......Read More

558 Views

Credentials & Highlights

Group Manager, Product Marketing at Lyra Health