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Charlene Wang
VP of Marketing, Qualia
About
I'm a builder and GTM leader who positions tech companies for hypergrowth. By balancing strategy with rapid execution, I've driven measurable growth at every stage, from rapidly scaling startups through IPO to public companies. I'm currently build......more
Content
Charlene Wang
Qualia VP of Marketing
Summary
In this playbook, I will walk you through how I used customer marketing in a prior role to reposition Coupa Software as a leading innovator in the Business Spend Management market. Back in 2017, I had taken on a product marketing leadership role, and the company was about to launch a groundbreaki......Read More
Coupa Software Templates Included
Charlene Wang
Qualia VP of Marketing • April 8
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......Read More
1404 Views
Charlene Wang
Qualia VP of Marketing • April 8
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......Read More
1269 Views
Charlene Wang
Qualia VP of Marketing • April 8
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......Read More
893 Views
Charlene Wang
Qualia VP of Marketing • June 7
Product Marketing and Growth perform different roles in a marketing team and need to be measured in different ways. Whereas Growth is often easier to quantify, concrete measurements that can be attributed to Product Marketing only become clearer as you get further down the funnel, once deals have......Read More
792 Views
Charlene Wang
Qualia VP of Marketing • April 8
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......Read More
745 Views
Charlene Wang
Qualia VP of Marketing • April 8
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......Read More
635 Views
Charlene Wang
Qualia VP of Marketing • June 7
I like to start by defining what is Product Marketing, what we care about, and why it matters. What is Product Marketing? Product Marketing lives and breathes everything surrounding our target audiences. We deeply understand and empathize with audiences internally and externally, creating di......Read More
591 Views
Charlene Wang
Qualia VP of Marketing • April 8
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 ......Read More
578 Views
Charlene Wang
Qualia VP of Marketing • June 7
Every marketing team operates differently, so the answer depends on the organization. In general, Product Marketers own the core positioning of the company & products and are responsible for translating this into messaging that wins deals and market share. To do so, Product Marketers need to ......Read More
567 Views
Charlene Wang
Qualia VP of Marketing • April 8
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......Read More
554 Views
Credentials & Highlights
VP of Marketing at Qualia
Formerly Worldpay, Coupa Software, McKinsey
Product Marketing AMA Contributor
Studied at Harvard Business School, Harvard College
Lives In San Francisco, California
Knows About Analyst Relations, Industry Product Marketing, Influencing the Product Roadmap, Produ......more