Dave Kong
Head of Product Marketing, Cohere
Content
Dave Kong
Scale AI Head of Product Marketing • January 16
I know that this is sometimes an incredible challenge. I think the challenge specifically is around balance. A balance between: What are metrics indicative of your business / GTM goals? AND What you can control? This requires leadership buy-in from multiple groups — ideally they would under......Read More
1996 Views
Dave Kong
Scale AI Head of Product Marketing • January 16
Ah, this sounds like a fun prioritization exercise! If sales enablement was just kicking off, I'm assuming that generally marketing and PMM functions are relatively new as well. There's probably a lot of marketing and enablement debt that you're working through right now. I would be really di......Read More
1264 Views
Dave Kong
Scale AI Head of Product Marketing • January 16
I'd break this question out into two separate ones: 1) How do you track internal adoption of sales enablement content? and 2) How do you track internal adoption of sales enablement? 1) How do you track internal adoption of sales enablement content? (heard quite often) If you have a tool (......Read More
1250 Views
Dave Kong
Scale AI Head of Product Marketing • January 16
* Tie to your Pitch — ...so that your combined pitch and demo tells one cohesive story. Tell-show-tell. Tell = pitch where you describe the value of your solution. Show = demo where you demonstrate the capabilities that align to your value. Tell (again) = summarize and connect the value......Read More
1185 Views
Dave Kong
Scale AI Head of Product Marketing • January 16
Check out my reply here, in a previous question. Building on my previous response, I do think about this in those two phases: At launch and post-launch. At Launch At launch, you need your teams to be ready and aligned to the GTM strategy. If a rep cannot effectively pitch, demo, solution......Read More
1073 Views
Dave Kong
Scale AI Head of Product Marketing • December 20
For those just starting their Product Marketing career, this can be a challenge. When evaluating candidates that don’t have previous PMM experience, it’s a risk for a hiring manager. You’re competing against many other candidates that do have PMM experience. So what could make you stand out and b......Read More
990 Views
Dave Kong
Scale AI Head of Product Marketing • January 16
Well, it’s difficult to “ensure” that anyone is going to use any set of materials. I would look at it from the point of view where PMM's job is to create messaging and materials that sales would want to use. Understand/Build your Voice of the Customer To build initial credibility, it’s ess......Read More
893 Views
Dave Kong
Scale AI Head of Product Marketing • January 16
For requests in general, the very first thing i recommend doing is evaluating if the request is within your defined set of PMM responsibilities. If not, I would turn down the request because accepting those sets an unsustainable precedent. If it does fall within your scope, then I generally look ......Read More
849 Views
Dave Kong
Scale AI Head of Product Marketing • January 16
For me, I generally start with questions to determine if new content is actually needed (versus piling on to an already long list of requests). In addition, to your examples above... Evaluating If Content Is Needed * What is the asset that you're requesting? * Ask yourself: Does it ......Read More
799 Views
Dave Kong
Scale AI Head of Product Marketing • February 15
If approached with those terms, I would be wary too. For example, imagine PMs coming to you and told you that they wanted to influence the marketing roadmap. If you heard this, I’d imagine you’d tell them politely to go to hell. What do they know about marketing? What do you know about building a......Read More
784 Views
Credentials & Highlights
Head of Product Marketing at Scale AI
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Product Marketing Career Path, Messaging, Sales Enablement, Building a Product Market......more