This isn't about avoidance or red flags, but what I consider the single most
important behavioral question to ask, whether you are the one interviewing or
the one bein...Read More
About
I help b2b SaaS companies develop buyer-specific business cases by combining a
3D approach to segmentation with primary market research that follows my
philosophy on what must be conveyed to each r...more
Content
Most Recent
Head Of Product Marketing at 3Gtms • March 4
Most Recent
Head Of Product Marketing at 3Gtms • March 3
My views on competitive positioning are largely stolen from Andy Raskin. Rather
than repeat that which I've "adopted" from his writing, I'd suggest looking them
up (Li...Read More
Most Recent
Head Of Product Marketing at 3Gtms • February 15
The best structure and format may not, in fact, be a "persona" at all. You have
to ask the question: What should each internal stakeholder be using the persona
to acco...Read More
Most Recent
Head Of Product Marketing at 3Gtms • March 1
Mary's answer is very good, and comprehensive, and many would do well to simply
follow it. For those who enjoy a slightly more spirited debate on the nuances of
person...Read More
Most Recent
Head Of Product Marketing at 3Gtms • February 29
Well, the way you have it broke down, you seem to be describing a great
researcher, a great engineer and a great writer. Three very different, equally
important skills...Read More
Most Recent
Head Of Product Marketing at 3Gtms • February 14
Are you talking about messaging specifically (precise wording) or a more general
positioning? If it's the former, then I think Lia is correct. For the latter it
takes ...Read More
Most Recent
Head Of Product Marketing at 3Gtms • February 14
I always segment in three dimensions: One traditional segmentation metric (size,
industry, geography, etc.); the problems experienced (that create a need for the
produ...Read More
Most Recent
Head Of Product Marketing at 3Gtms • March 3
Philosophically, I think it comes down to the "what" (both), the "why" (PMM) and
the "how" (PM). The interesting part is the ways in which the "how" and the
"why" info...Read More
Most Recent
Head Of Product Marketing at 3Gtms • March 3
I take a three-dimensional approach to customer segmentation. Within any given
"traditional" segment (industry, size, geography, etc.) I look at three things:
What pro...Read More
Most Recent
Head Of Product Marketing at 3Gtms • February 28
I generally look at it like this: Use Case -> Business Case -> Story. Starting
with the use cases, I think about what people actually do with this platform
(cue the "t...Read More
Credentials & Highlights
Head Of Product Marketing at 3Gtms
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Chicago, IL
Knows About Sales Enablement, Product Marketing Career Path, Product Launches,
Stakeholder Manage...more