Dave Wilt

Head of Product Marketing at Affinity

Kirkland

I've been working in B2B tech for, um, decades and in Product Marketing for, well, fewer decades. Like you, I am here learning about PMM because it keeps evolving and is never the exact same challenge from company to company. I've been a part of wild growth, 2 IPOs, 2 acquisitions, successful and unsuccessful turnarounds in variety of domains including procurement, logistics, analytics, IT automation and relationship intelligence (can you guess which is a category I am working to establish.) I've been an individual contributor, consultant, team inheritor and team-builder. I've learned a lot, mostly from mistakes, and am humbled by how much there is to know and skills to develop in this profession - a refuge for the easily bored.

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Product of course wants a new product out in market ASAP. Do you have any tips on how you can negotiate with them to prioritize a solid launch which may mean a couple extra weeks of planning? What's a solid timeline in your opinion?

Dave Wilt

Affinity Head of Product Marketing | Formerly Apptio, Ariba, Puppet • 4y

I agree with Jodi's criteria here, and from her blog I particularly agree with messaging being validated (clear, compelling, credible and competitive.) Other potential go/no-go criteria could include whether CS and Support are ready to answer questions, SalesOps/RevOps is ready to process an order (for short sales cycles)... Having these (or other) criteria agreed to in advance by leadership and baked into the launch process is a big help to avoid the situation in the future, less so if you have ...Read More

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