Elizabeth Grossenbacher

Elizabeth Grossenbacher

Product Marketing Leader, Cisco

Content

Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderJanuary 19
Story time! I once worked at a small company where two stakeholders disagreed on the product roadmap. The CTO disagreed with the CPO. In that scenario, the CTO had the experience as the customer, so this person felt that the experience was valid and warranted a seat at the table in product develo......Read More
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Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderJanuary 19
First I try to understand why it isn’t a priority. I’ve seen this happen a lot. Many times, it’s because our brilliant product managers are trying to build a better way to “do it.” Other times, it’s because the feature doesn’t really make sense for the market, and it’s just a marketing ploy. For ......Read More
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Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderJanuary 19
I view these as two different things: (1) informing the future vision of the product roadmap and (2) impacting the roadmap in the short term to meet current customer requirements. An example for #1: A few years ago, I partnered with a PM to dream up a product that was unlike anything else on t......Read More
1385 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderJanuary 19
This will depend on how your organization defines the PMM vs PM role. While I’ve never seen PMM “owning” product-specific analytics, I’ve also never seen PMM function without utilizing these metrics for analysis. Whoever “owns” these metrics will vary by organization. I would start by having a......Read More
1297 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderJanuary 19
Anyone can lead a Customer Advisory Board (CAB). But when you put together the goals of the CAB, you’ll see that it’s more efficient for it to sit under PMM. Here are two main reasons for this: 1. It’s part of our job. 😉 PMMs are uniquley positioned to lead the CAB because we already aim to......Read More
1258 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 6
One of my favorite quotes in marketing is: “sell the hole, not the drill.” A marketing professor at Harvard, Theodore Levitt, lectured about this and would argue that people don’t want to buy a drill; they want a hole. The drill is just the tool used to create the hole. This is where I’ve seen so......Read More
885 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 6
My experience at Gartner taught me that analysts are deeply passionate about the areas they cover. It is in a company’s best interest to see analysts (such as the ones at Gartner as well as other firms) as partners in the creation of a GTM strategy. These analysts are out talking to our customers......Read More
848 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 6
If you’re not seeing the expected results, do this immediately: dig into why you’re not seeing results. Investigate the data to better understand why your GTM strategy isn’t working. Whatever metric is “down”, you need to know why. Look at the data again, and talk to customers to supplement with ......Read More
830 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 6
I’ve been incredibly fortunate to have had internal sponsors both as my direct manager as well as stakeholders. These sponsors would go to bat for me to help me progress in my career. But there are things I did to make it easy for them to do it, and it makes all the difference in getting recogniz......Read More
817 Views
Elizabeth Grossenbacher
Elizabeth Grossenbacher
Cisco Product Marketing LeaderMarch 6
I think of a GTM strategy as the document to get everyone aligned. As a fun analogy, imagine you’re all on one of those ancient Viking ships. Each person has an oar, and you all need to be rowing in the same direction and at the same pace. The GTM strategy is the charted path on a map that the ca......Read More
800 Views
Credentials & Highlights
Product Marketing Leader at Cisco
Formerly Twilio, Gartner, Cisco
Top Product Marketing Mentor List
Studied at MBA, UC Davis
Lives In San Francisco
Hobbies include Entrepreneurship, Beekeeping, Outdoorsy things
Knows About Influencing the Product Roadmap, Market Research, Competitive Positioning, Go-To-Mark......more
Work At Cisco
Product Marketing Director - Cisco Collaboration Devices
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Senior Product Marketing Manager, Outshift
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