Profile
Charlene Wang

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 leadi......more

Content

Charlene Wang
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
Charlene Wang
Qualia VP of MarketingApril 7
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
1960 Views
Charlene Wang
Charlene Wang
Qualia VP of MarketingApril 7
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
1662 Views
Charlene Wang
Charlene Wang
Qualia VP of MarketingJune 6
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
1088 Views
Charlene Wang
Charlene Wang
Qualia VP of MarketingApril 7
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
1056 Views
Charlene Wang
Charlene Wang
Qualia VP of MarketingApril 7
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
910 Views
Charlene Wang
Charlene Wang
Qualia VP of MarketingJune 6
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
842 Views
Charlene Wang
Charlene Wang
Qualia VP of MarketingJune 6
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
809 Views
Charlene Wang
Charlene Wang
Qualia VP of MarketingApril 7
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
782 Views
Charlene Wang
Charlene Wang
Qualia VP of MarketingNovember 9
The product team ultimately wants to be successful and launch products that will help the company achieve better outcomes. Most teams are happy to give you a seat at the table if you can bring valuable insights that they didn't previously have. Great Product Marketers often dive deep into the mar......Read More
717 Views
Charlene Wang
Charlene Wang
Qualia VP of MarketingApril 7
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......Read More
614 Views
Credentials & Highlights
VP of Marketing at Qualia
Formerly Worldpay, Coupa Software, EMC/VMware, McKinsey
Top Product Marketing Mentor List
Studied at Harvard Business School, Harvard College
Lives In San Francisco, California
Knows About Analyst Relations, Establishing Product Marketing, Growth Product Marketing, Industry......more