Aurelia Solomon

Senior Director, Product Marketing, Salesforce

Content

How do you roll out pricing and packaging for a new product launch?

Aurelia Solomon

Salesforce Senior Director, Product Marketing • May 3

The roll-out should happen at the same time you train your internal teams about the messaging & positioning, product value, use cases etc. But, the work with pricing & packaging has to start much early. Ideally you have some idea of the products and features that are going to be released a few mo......Read More

2119 Views

Who owns pricing? Product Marketing or Product Management? If both, how do you divide the responsibilities?

Aurelia Solomon

Salesforce Senior Director, Product Marketing • May 3

Pricing & Packaging is owned by Product Marketing at Drift. It's also been like that at my past companies (Enernoc, athenahealth and Toast). With that said, it's a highly collaboraive role - including partnership with sales, product, finance, operations and customer success. And of course, your e......Read More

1635 Views

How do you think about pricing and packaging as it relates to competitive positioning?

Aurelia Solomon

Salesforce Senior Director, Product Marketing • May 3

They go hand in hand. You need to keep a pulse on your competitors pricing & packaging so that you can adjust or create promos/spiffs to support your sales team when needed. That said, you don't buld your pricing & packaging process based on the competition. You should undersand the market - conj......Read More

1157 Views

What have been your key learnings from any "Pricing/Re-pricing launch" that you have led/seen within your company?

Aurelia Solomon

Salesforce Senior Director, Product Marketing • May 3

I love this question. Retros/looking back at what we could have done better is so important. It's equally as important as celebrating the positives, the wins, and what we did well. My learnings -Always, always, always train your managers and leaders before your roll our pricing & packaging t......Read More

962 Views

How important are brand marketing skills for product marketers compared to analytical skills?

Aurelia Solomon

Salesforce Senior Director, Product Marketing • June 15

This really depends on the business. I think both skills are incredibly valuable for Product Marketing. If you are new to PMM with a brand marketing background, you'll likely be stronger in the areas of messaging & positioning, campaigns, and TOFU/MOFU content. If you're new to PMM with strong an......Read More

818 Views

What skills do you consider most important to transition from PMM to Sr. PMM?

Aurelia Solomon

Salesforce Senior Director, Product Marketing • June 15

* Communication and executive presence (and if in a management role, delegation). * As one moves into more senior PMM roles, it becomes more about the softer skills (you already know how to do the core job!) * In a senior role, your success depends a lot on how well you can communicate......Read More

811 Views

We're rolling out a new pricing model. How do you drive adoption from your existing customers when pricing variables change?

Aurelia Solomon

Salesforce Senior Director, Product Marketing • May 3

This is a great quesstion. And a tricky one. The key is to first segment your customers - and determine how you want to communicate, and what you want to communicate, to each group. For example, you might have long time customers on your legacy pricing that you want to give them extra time to mak......Read More

804 Views

How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?

Aurelia Solomon

Salesforce Senior Director, Product Marketing • October 18

This is a great question. First 30 days: * Focus is on getting to know the team (your peers, execs, and those who work for you) and the product -- and starting to build relationships, build trust and respect from others. * Do a listening tour * Talk to sales, product, cs, financ......Read More

757 Views

Once you have a go to market strategy in place, how do you "convince" everyone on the marketing team, and get the ball rolling around the strategy you've built?

Aurelia Solomon

Salesforce Senior Director, Product Marketing • December 1

I know this isn't tactical, but I would make sure to include them in the product launch kick off meeting (which happens ever before you have your entire plan built) because it helps them understand WHY you are launching what you are launching and enables them to feel part of the journey - part of......Read More

729 Views

What might a 30-60-90 day plan look like for a Jr. PMM as they're being introduced to product marketing and coming up to speed on the company itself?

Aurelia Solomon

Salesforce Senior Director, Product Marketing • October 18

First 30 Days * Focus on learning the product (demo, the features, product positioning) * Learn about your business (sales process, pipeline, key KPIs, goals/success metrics - the basics of the business) * Listening tour to learn about your customer and competitors * Listen to gon......Read More

684 Views

Credentials & Highlights

Senior Director, Product Marketing at Salesforce