Becky Trevino
Executive Vice President Products, Snow Software
About
Becky Trevino is the Executive Vice President of Product at Snow Software. At Snow, Becky leads a 60+ person product organization including Product Management, User Experience, Product Marketing, and Product Insights. Her mission is to build one P......more
Content
Becky Trevino
Snow Software Executive Vice President Products • March 1
My biggest advice is be customer-focused. I am a big believer in PMM being a strategic partner to Product Management. Beyond this simply being my belief, it is hard to build a strong PMM organization unless the business sees the function as strategic. One of the ways in which I've helped ......Read More
1239 Views
Becky Trevino
Snow Software Executive Vice President Products • March 1
I recently had a member of my team leave Product Marketing to become a Product Manager. We spent a few months talking through and planning this transition. During this process, what I learned is that the decision to be a PM or PMM comes down to where you enjoy spending your time. PM and PMM a......Read More
953 Views
Becky Trevino
Snow Software Executive Vice President Products • March 1
One of the pillars of Product Marketing at Snow Software – where I work – is that we should “Be the glue between Marketing, Product, and Sales Enablement”. While this sounds great, it is hard. A rock star PMM serves the needs of these three customers equally. However, for most of us it’s ......Read More
864 Views
Becky Trevino
Snow Software Executive Vice President Products • March 1
When looking at the product lifecycle, I typically refer to a framework like Product School’s 7 Phases of Product Development: • Phase 1 – Discovery • Phase 2 – Define • Phase 3 – Design • Phase 4 – Implementation • Phase 5 – Marketing • Phase 6 – Training • Phase 7 - Launch The critical points......Read More
759 Views
Becky Trevino
Snow Software Executive Vice President Products • March 1
This answer really depends on the partnership between PM and PMM at your organization. Are you the type of company where PM and PMM are partners? Or are you the type of organization where both groups operate in different silos? If there is a strong partnership, then the PMM should be just as val......Read More
738 Views
Becky Trevino
Snow Software Executive Vice President Products • March 1
When the transfer of information between PM and PMM occurs via a Project Brief, it is essential that the PM include a good description of the market problem this feature/product is intended to solve, why is this problem worth pursuing, who cares about it, why is our solution different than anythi......Read More
717 Views
Becky Trevino
Snow Software Executive Vice President Products • March 1
The most important business objective for Product Marketing is to help the business achieve its sales targets – for some businesses this will be measured in MRR or ACV. However you measure this number, ensure you understand PMMs role in helping the organization meet it. This is the most important......Read More
655 Views
Becky Trevino
Snow Software Executive Vice President Products • March 1
There is no one-size-fits-all response to this answer. At Snow Software, where I lead Product Marketing and Operations, pricing falls under me. Prior to my arrival, pricing fell under Product Management. I had an interest in owning pricing and the Product Management lead did not, so it was a quit......Read More
614 Views
Becky Trevino
Snow Software Executive Vice President Products • September 20
The best part of the role is the high of a big launch. Bringing something new to market is an amazing feeling especially when you can do it wrapped into a larger launch event. There is also a great strategic element to the role that you do not find in all marketing roles that ties elements of com......Read More
608 Views
Becky Trevino
Snow Software Executive Vice President Products • October 26
Great question. To create a powerful partnership between Product Marketing (PMM) and Product Management (PM) it's essential for you to have a common set of KPIs that help you understand whether your work is generating the intended results. Warning: For this to work best, it's great for th......Read More
558 Views
Credentials & Highlights
Executive Vice President Products at Snow Software
Formerly Rackspace, Dell
Top Product Marketing Mentor List
Product Management AMA Contributor
Product Marketing AMA Contributor
Studied at MBA: Northwestern's Kellogg School of Management, MS Engineering: University of Michigan
Lives In Austin, Texas
Knows About Product Marketing Career Path, Messaging, Product Launches, Product Marketing Soft an......more