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
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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
What messaging and persona framework do you use and how much of competitive positioning do you cover in Messaging?
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
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
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
We are growing our product marketing team, and I'm wondering how to structure the roles and work for a team of three.
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
Any suggestions on how to build and validate market driven messaging, versus the easier and more prevalent product/feature centric messaging?
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
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
If you were building a PMM team from the ground up, e.g. in a startup, which responsibilities would you want to own vs what would you expect the PM team to manage?
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
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
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
Lives In Chicago, IL
Knows About Sales Enablement, Product Marketing Career Path, Product Launches, Stakeholder Manage...more