Cortney Jacobsen

Cortney JacobsenShare

Sr. Director of Product Management, Aduro
Hello! I am a 20-year veteran of the tech industry, specifically in Product Management. I have experience developing product strategies from the ground up for B2B and B2C products in my roles at Am...more
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Cortney Jacobsen
Cortney Jacobsen
Sr. Director of Product Management, AduroJune 12
I have a lot of experience with international product launches during my time at Amazon. Here's some lessons that I learned - HQ should create the playbook for how a product launch should happen, including a timeline of all the milestone activities (beta, translations, marketing assets created, legal review, PR, etc.). My role was at HQ and was to lead local offices through this playbook of launches, clarifying and constantly tweaking the playbook to help the local offices be more self-sufficient and also to consider different cultural/geo needs. The local team consisted of a staff that led...
Cortney Jacobsen
Cortney Jacobsen
Sr. Director of Product Management, AduroJune 8
Favorite answer: It depends :-) It depends on your target customer, the type of product, and the maturity of your product and business. Some examples for each -  e.g. If your target customer is developers, it may be a good idea to spread features out so that you give your customers time to implement new features, launch them in their own products, and then gather data about how those features performed before you starting throwing more features at them. On the other hand, if your product is a consumer-facing web app, new features every couple weeks could be exciting and build product engag...
Cortney Jacobsen
Cortney Jacobsen
Sr. Director of Product Management, AduroJune 8
Data reporting and analytics. Having the ability to gather data (read: SQL skills are both rare and valuable for Marketers), cross-reference data, and - most importantly - draw insights from this data are essential for efficiency in your marketing experiments. A lot of marketers are masters in taking insights and developing a story or a plan, but having skills in the magic that happens before the plan is where a Marketers can stand out. 
Cortney Jacobsen
Cortney Jacobsen
Sr. Director of Product Management, AduroJune 6
That can be a tricky situation! Essentially, you need to develop your customer engagement in order to develop your customer engagement :-) Classic catch-22. I have been in this situation in my work at smaller companies and have found a couple things that work well -   1. Adopt the mindset of "quality over quantity." It is fine that you don't have dozens or hundreds of customers to talk to - you only need a handful for interviews anyway. Don't worry about the numbers. 2. Pick out 5 names from a customer list who have had a memorable sale, testimonial, recent meeting, or other ...
Credentials & Highlights
Sr. Director of Product Management at Aduro
Lives In Kirkland, Washington
Knows About Building a Product Marketing Team, Product Marketing Career Path, Product Launches