Profile
Daniel Waas

Daniel Waas

Vice President Product Marketing, AppFolio

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Daniel Waas
Daniel Waas
AppFolio, Inc. Vice President Product MarketingApril 6
I'd say lead the way. Use a traditional PMM responsibility like refreshing your buyer personas as a reason to kick off a joint research project and pull in your partners from the product and design team. Set up customer interviews. Get outdoors and do a workshop. Have some fun with it. Bribe them......Read More
1032 Views
Daniel Waas
Daniel Waas
AppFolio, Inc. Vice President Product MarketingApril 6
To be an effective product marketer my view is that you need to be a deep expert on your product. You don't need the same technical expertise as your product management counterpart but you need to deeply understand the customer, their pain points, and how your product solves these pain points. Ap......Read More
807 Views
Daniel Waas
Daniel Waas
AppFolio, Inc. Vice President Product MarketingApril 6
Influence comes from repeatedly bringing fresh insights and a distinct point of view to the table. To influence product strategy and the roadmap you need to take a broader view of your market and the customers than your friends on the product management team. Invest in a deep understanding of you......Read More
754 Views
Daniel Waas
Daniel Waas
AppFolio, Inc. Vice President Product MarketingApril 6
That's a great question and actually my answer to some of the other questions asked today. The way to influence without authority is to build credibility and trust. My thoights on how to do that overlap with many of my other answers but here they are in summary: * Get to know your colleagues an......Read More
657 Views
Daniel Waas
Daniel Waas
AppFolio, Inc. Vice President Product MarketingApril 6
We're actually in the middle of a project like that. For major launches with large cross-functional teams, there is a point of transition when you, as you say "pivot towards a stance of execution". Some thoughts on how to prepare for that point and then make the transition. I'm putting this is se......Read More
648 Views
Daniel Waas
Daniel Waas
AppFolio, Inc. Vice President Product MarketingApril 6
My biggest accomplishment was in a prior role at a different company for a SaaS product. I was able to persuade the product and executive leadership team to invest in a redesign of the user experience of a product that had become stale compared to new entrants in the space. Redesigns can be a har......Read More
563 Views
Daniel Waas
Daniel Waas
AppFolio, Inc. Vice President Product MarketingApril 6
* Set boundaries and clear expectations with the various stakeholders you work with. Don't commit to crazy timelines. If a crazy timeline is unavoidable, communicate what you will have to trade off.  * Create a culture of trust with your team by being your authentic self, being a good ......Read More
415 Views
Daniel Waas
Daniel Waas
AppFolio, Inc. Vice President Product MarketingApril 6
There are many answers to this question depending on how large your team is, how much budget you have, etc.  Some pointers: * Get clear on your goals for your product marketing team (even if it's just you) and how they ladder to the business goals.  * Build an annual plan. It's surprisin......Read More
379 Views
Daniel Waas
Daniel Waas
AppFolio, Inc. Vice President Product MarketingApril 6
You need to earn your seat at the table by repeatedly bringing fresh insights and a distinct point of view to the table. To influence product strategy and the roadmap you need to take a broader view of your market and the customers than your friends on the product management team. Invest in a dee......Read More
348 Views
Daniel Waas
Daniel Waas
AppFolio, Inc. Vice President Product MarketingApril 6
I have led product marketing teams that reported into marketing and others that reported into product. I've been reorganized from one to the other twice. I don't find it makes all that much of a difference. You'll need to work harder to build strong relationships with the "other" team. Your respo......Read More
319 Views
Credentials & Highlights
Vice President Product Marketing at AppFolio, Inc.
Product Marketing AMA Contributor
Lives In Santa Barbara, CA
Knows About Analyst Relations, Messaging, Customer Research, Market Research, Influencing without......more