Brianne Shally

Brianne ShallyShare

Head of Product Marketing, Nextdoor
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Brianne Shally
Brianne Shally
Head of Product Marketing, NextdoorJanuary 12
Product Marketing should closely partner with product and other cross functional teams (Eng, Finance, etc.) to inform and develop the product roadmap, including:  * Insights: Provide key insights and synthesis from competitive intelligence, market trends, analyst insights, customer and Sales input, research / NPS, etc. Go beyond pulling all the information together to analyze it and provide recommendations. * Storytelling: Product Marketing brings the roadmap to life through telling the story of the Product Strategy to take it beyond just a roadmap and shipping products, b...
Brianne Shally
Brianne Shally
Head of Product Marketing, NextdoorJanuary 12
There are various inputs into the product roadmap that Product Marketing can provide, beyond data and customer anecdotes. Where Product Marketing can be most valuable is in connecting the dots across the various insights to share a point of view and answer the question 'why this matters'. For instance, you can share competitive trends but take the analysis a step further to share 'why this matters'.  Additional inputs into the product roadmap:  * Competitive Analysis: Understanding key competitors, including primary competitors, competitors in verticals, and global competitors to un...
Brianne Shally
Brianne Shally
Head of Product Marketing, NextdoorJanuary 10
Here are a few of my approaches to influence product leadership on the product priorities: * Work cross-functionally across UX, research, Data Science, Product Operations, Sales, etc. to incorporate everyone's input so Product Marketing's list represents all input and is the source of truth. One of the challenges Product faces is distinguishing signal vs. noise with all the input that comes to them. Product Marketing can take a leadership role to collect, analyze, and synthesize the input to provide one source of truth. * Prepare synthesize a list of Voice of Customer to h...
Brianne Shally
Brianne Shally
Head of Product Marketing, NextdoorJanuary 10
Since PMM is the voice of the customer, it is vital to always be talking to customers. Here's a couple of approaches:  - Schedule "Voice of Customer Day": Have day full of customer calls with a specific theme. Bring in cross funcational stakeholders (e.g. Product, Eng, Design, Product Ops, Brand, Comms, etc.) to participate and sign up for roles: notetaker, interview key takeaways, interviewer, etc. Host a kick off in the morning with interviews through out the day and and wrap up at the end with key takeaways and then formalize the insights and recommendations to broader audience.  - Hav...
Brianne Shally
Brianne Shally
Head of Product Marketing, NextdoorJanuary 10
Sharing the product roadmap externally is a great way to share the company's vision, investment in innovation, and upcoming features to get prospects and customers excited about the potential. It can be a strong selling tool to get prospects on board and a resource to get current customers to invest more. What's important is that the roadmap isn't standing on it own, but partnered with an overall vision to show how product efforts later up to a great vision. This is where Product Marketing can play a strong role in storytelling and positioning to bring it all together. I've seen this execut...
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Brianne Shally
Head of Product Marketing at Nextdoor
sharebird
Brianne Shally
Head of Product Marketing at Nextdoor
Brianne Shally
Brianne Shally
Head of Product Marketing, NextdoorJanuary 13
* Be a Product Marketer: Understand the marketplace, trends, and competitors. * Use the product: Use the product, sign up for emails, check out their SEO and social presence, and interview current users to form a point of view on the product and opportunities (e.g. opportunities in the onboarding process, use cases, etc.). For an interview with a company, I interviewed a handful of their customers to understand use cases, pain points, and their target audience. From these insights, I developed recommendations and brought an informed point of view to the interview. Also, ...
Brianne Shally
Brianne Shally
Head of Product Marketing, NextdoorJanuary 13
Top 3 Soft skills * Be collaborative: Be open to new ideas, raise your hand to help, lean in to new areas, and have fun while doing it.   * Build strong relationships: Invest in your cross functional partners, get to know them personally and professionally, know what is most important to them.  * Develop a point of view, clearly communicate your point of view, and influence others with your point of view Top 3 Hard skills * Analytical <-> Creative: Navigate this spectrum to be both analytical and creative in your problem solving, go to markets, and develop recommendati...
Brianne Shally
Brianne Shally
Head of Product Marketing, NextdoorJanuary 13
It’s difficult to define growth by titles since titles vary greatly by company and company maturity. Also, more and more companies are shying away from title heavy culture. When you consider growth and trajectory, I encourage you to evaluate it based on your goals, what you want to learn, and what you want to do next vs. a title. Focusing on obtaining a title can be short sighted and may result on you being lost after you achieve it. That said, with career progression top of mind, here are some tips:  * Perform at the next level: Companies want to see that you can demonstrate perfor...
Credentials & Highlights
Head of Product Marketing at Nextdoor
Top Product Marketing Mentor List
Lives In San Francisco, California
Knows About Product Marketing Career Path, Consumer Product Marketing, Product Marketing Soft and...more
Work With Brianne
Business Experience (SMB) Product Marketing Lead
San Francisco, CA
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Product Marketing Lead - SMB
Remote
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