Candice Sparks

Candice Sparks

Director of Product Marketing, Attentive

Content

Candice Sparks
Candice Sparks
Attentive Director of Product MarketingJuly 7
I use a tiered framework that defines the different tactics and strategies deployed for each type of launch. I first start off by defining the type of tier by whether its a: * new product/service (differentiator or evolving our narrative) * new feature (getting us to competitive parity) * u......Read More
1918 Views
Candice Sparks
Candice Sparks
Attentive Director of Product MarketingMarch 17
Any client-facing teams I believe should provide feedback on your messaging/positioning. For example, your client strategy/customer success teams get a ton of feedback from your customers who are actually using your product and have a great perspective on what resonates with your prospects and cu......Read More
680 Views
Candice Sparks
Candice Sparks
Attentive Director of Product MarketingMarch 17
One of the key challenges with communicating product marketing achievements is often times there are less concrete KPIs. For example, demand gen is looking at MQLs and sales is looking at quota attainment. For that reason, communicating PMM success can sometimes come off as "fluffy". I believe......Read More
604 Views
Candice Sparks
Candice Sparks
Attentive Director of Product MarketingMarch 17
There are a few things that I believe help PMMs to prioritize and manage expectations across the organization. 1. Creating quarterly and annual plans. These plans should include the top priorities for you and your team, your OKRs, and key projects. Once these plans are set I share them ......Read More
596 Views
Candice Sparks
Candice Sparks
Attentive Director of Product MarketingMarch 17
Different meetings are needed at different stages of a company and products maturity but some meetings that I think are crucial at any stage are the following: Monthly product release meetings: PMM to present upcoming monthly releases to marketing, sales and CS teams. This allows them to ask q......Read More
571 Views
Candice Sparks
Candice Sparks
Attentive Director of Product MarketingJuly 7
For a new product or feature I always start out with a simple messaging framework (there are a ton of great ones out there for you to leverage)! At the very least, your product messaging framework should include your value proposition, target audience, and a statement about what differentiates yo......Read More
550 Views
Candice Sparks
Candice Sparks
Attentive Director of Product MarketingMarch 17
During the first 90 days of any new role, I like to go on a listening tour. Identify your counterparts you'll be working with across the spectrum of the organization (everyone from finance to product) and ask them the same 3 questions. What you'll start to understand is where the answers differ a......Read More
535 Views
Candice Sparks
Candice Sparks
Attentive Director of Product MarketingJuly 7
Impact means something different for every launch and these KPIs/success criteria should be defined in your product launch brief. For example, does impact mean customer adoption, customer satisfaction, press coverage, etc. At a high-level there are a few tactics you can deploy when planning fo......Read More
518 Views
Candice Sparks
Candice Sparks
Attentive Director of Product MarketingJuly 7
Here are some of the core steps I'll take leading up to a product launch. Depending on the type of launch these may be more intensive or unnecessary. 1. Create a pre-launch brief and set up weekly/bi-weekly meetings 2. Define your stakeholders using RAPID (Recommend, Agree, Perform, Input, ......Read More
517 Views
Candice Sparks
Candice Sparks
Attentive Director of Product MarketingJuly 7
That is something I think every PMM team struggles with! From an internal perspective, one thing that has really helped with this is having a tiger team of cross-functional leaders (PMM, PM, PMO, Eng, Sales) that meets bi-weekly to discuss roadmap items and any GTM launch dependencies. We use Jir......Read More
482 Views
Credentials & Highlights
Director of Product Marketing at Attentive
Top Product Marketing Mentor List
Knows About Establishing Product Marketing, Release Marketing, Influencing the Product Roadmap, I......more