shbarebird
Charlene Wang

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

Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.com
How do you justify the amount of sales enablement support you put behind different products?
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
20 Saves
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.com
How do you draw the line between sales enablement that product marketing is responsible for vs. sales ops?
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
34 Saves
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.com
What role should product marketers have in writing email templates for sales development reps?
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
13 Saves
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.com
I'm a one woman product marketing team in the crowded mobile analytics and attribution space. How can I better keep up with competitive analysis to arm my team with up to date competitive knowledge?
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
27 Saves
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.com
How do I measure sales enablement success?
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
27 Saves
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.com
What's your best practice for making sure competitive, personas, and market research info is always up-to-date, moving from product marketing to sales materials?
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
24 Saves
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.com
How do you enable your sales team when the product teams decide to introduce a new product that targets a different persona, from your traditional buyer?
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
17 Saves
Charlene Wang
Charlene Wang
Vice President & Head of Marketing, Fin.com
Who do you think should own product documentation meant for users (i.e, help articles, knowledge base, how-to, FAQs, product videos etc.)?
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
14 Saves
Credentials & Highlights
Vice President & Head of Marketing at Fin.com
Product Marketing AMA Contributor
Sales Enablement
Lives In San Francisco, California
Contact ・ Terms ・ Privacy ・ © Sharebird, Inc 2022