Charlene Wang
Vice President & Head of Marketing, Fin.com
I'm a growth-minded product marketer who has launched fast growing products while leading high performing teams at Coupa from its IPO to a $20B+ valuation.
Content
I always start with the outcome that matters to the company then back out what
needs to happen to drive that outcome. For example, if we need to launch a
product that drives XYZ in revenue over the first year, I will try to back out
how much pipeline is needed and what kinds of win rates need to ...more
Different companies will define product marketing and sales ops / sales
enablement in different ways. The distinction tends to run along a spectrum
where on the one hand, Product Marketing will lead the creation of content that
focuses on market positioning and differentiation, and on the other h...more
The answer to this question will depend to an extent on the type of people that
you have on the Product Marketing and SDR teams. That said, in general, Product
Marketing owns the messaging and positioning and will be more familiar with
what's going to stand out compared to other solutions or subs...more
Great competitive analysis comes from access to the right information,
meaningful insights into the data, and addressing the needs of sales in
real-time.
From an information access perspective, it's important to find the right sources
of information first and to do this efficiently. This shou...more
Sales enablement success should ultimately drive sales success, including the
size & number of deals closed won and win rates. Leading sales enablement
indicators of sales success include adoption of content, sales feedback, and
feedback from prospects/customers as part of win/loss analysis. In p...more
There's two parts to keeping all the above content up to date, including content
creation and content delivery:
* Content Creation: This is all about capacity planning of the Product
Marketing team on the capacity of the team to update content vs. the amount
of content that needs to be up...more
In this case, you would first want to enable your sales teams on the new
persona, including what this persona generally "looks like", relevant pain
points, and other information to help sales successfully reach these personas.
You will have more a heavy lift in educating sales on how to successfu...more
Product documentation can be owned by several teams, most commonly split between
a documentation team, product marketing, and product management. Who manages
each piece of content depends on the primary function of that content:
* Documentation Team: This team is dedicated to educating customer...more
Credentials & Highlights
Vice President & Head of Marketing at Fin.com
Product Marketing AMA Contributor
Lives In San Francisco, California