Bryan Sise

Bryan Sise

VP of Marketing, Process Street
Bryan Sise is VP of Product Marketing at ActiveCampaign. Bryan has built and led product marketing teams at Twilio SendGrid and Twitter, co-founded Dynamic Signal and Athletic Motion, scaled go-to-...more

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Bryan Sise
VP of Marketing
It sounds like you’re in for a fun and challenging few weeks :). While they’re likely to be stressful, they might end up as some of the most memorable of your career. I would focus on “doing less” on launch day / rebranding announcement day, then activating with elaborative messages and resource...more
Bryan Sise
VP of Marketing
Great question. That’s a tension that comes up in a lot of organizations. I’ll start with what you don’t want to do :). You don’t want to slow down product velocity. You don’t want to be seen as advocating for the Product and Engineering teams to slow down the cadence of new releases they’re pus...more
Bryan Sise
VP of Marketing
Really early :). When the release is just a twinkle in the PM’s eye :). The way to do this is to set up a formal PMM:PMM partnering system where each individual PM is partnered with 2-4 PMs, and they all focus on the same area of the product. The PMM meets regularly with their PM partners. The ba...more
Bryan Sise
VP of Marketing
Yes, at ActiveCampaign my team uses a document template for what we call a Launch Guide, and what at prior companies I’ve called a GTM Plan or a Product Marketing Brief.  The document template is organized into sections that cover a wide variety of topics around the launch, such as the beta an...more
Bryan Sise
VP of Marketing
Using launch messaging that over-focuses on the nuts and bolts of the product itself, instead of using the launch opportunity to highlight the broader value of the product line. (Or, on the opposite end of the spectrum, using launch messaging that is so high-level that customers and prospects can...more
Bryan Sise
VP of Marketing
I think the process of communicating about a launch to internal stakeholders starts with identifying the goals of the launch. As you consider launch goals and how you’ll measure goal attainment, it’s useful to distinguish between: 1) Channel metrics. These are metrics that show how many people y...more
Bryan Sise
VP of Marketing
Great question; it gives me a chance to describe a concept we use at ActiveCampaign called launch size. Each of our PMMs are partnered with 2-4 PMs, and they all focus on the same product area. As the PMM meets regularly with their partner PMs, they learn about new builds/releases that are planne...more
Bryan Sise
VP of Marketing
For clarity, I’ll draw a distinction here between product research and product launch research. 1) Product research happens before resources are committed to build the proposed product. Product research is critical to ensure that you are, to use YCombinator parlance, “making something people wan...more
Bryan Sise
VP of Marketing
I’m glad you asked this question because I’m a big proponent of “rolling thunder instead of flash in the pan” :). It’s easy to overestimate how closely customers and prospects are paying attention to every message coming out of your company, and think that if you make a lot of noise on launch day...more
Bryan Sise
VP of Marketing
I think it’s useful to think of the PMM as the quarterback of a product launch. I’ll acknowledge that this is a thoroughly American reference :). For larger launches, as early as possible while the to-be-launched product is still in development, the PMM should assemble a cross-functional launch t...more
Credentials & Highlights
VP of Marketing at Process Street
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Denver, CO