Erin Gunaratna

Erin Gunaratna

Senior Director, Product Marketing, Yext

AMA's

Content

Erin Gunaratna
Senior Director, Product Marketing
I think it’s very familiar in PMM to be combing through everything the night before a launch and feel a little anxiety! We typically handle this “pre-mortem” work in two ways: 1. Strategic: Document and address the risks as they come up. I have a “Risks and Considerations” slide in my laun...more
Erin Gunaratna
Senior Director, Product Marketing
In my answer to the “not all launches are created equal” question, I laid out some options for communications channels to pursue based on the tier that you assign a given launch. (This best applies to B2B SaaS organizations, since that’s the sector in which I’ve spent my entire career.) As far a...more
Erin Gunaratna
Senior Director, Product Marketing
Oh, to be so lucky as to have a long beta period for everything! A beta is a blessing! When planning for any launch, we don’t know what we don’t know. Beta periods are fantastic because they give us, as PMMs, the opportunity to make those “unknown unknowns” known. If I were lucky enough to have...more
Erin Gunaratna
Senior Director, Product Marketing
I cannot claim expertise in FinTech or in the DACH market, so my best advice here is to research launch plan frameworks and pick one. Product Marketing Alliance, Pragmatic, and Sirius Decisions all have their own frameworks and launch plans, though they’re behind logins. See if you can set up a f...more
Erin Gunaratna
Senior Director, Product Marketing
I’m lucky to partner with a great Enablement team at Yext, so I cannot take credit for everything I mention in this answer! But, we’ve treated our best enablement efforts sort of like a “compliment sandwich” — start with the simple message, then open the hood to see the context and relevant detai...more
Erin Gunaratna
Senior Director, Product Marketing
Seems like whoever asked this question may be a bit familiar with my world over at Yext! :) In the 6+ years I’ve been lucky to work here, we’ve transformed from a single-product location listings company to a search platform. Saying this transformation has been easy would be a lie. It didn’t hap...more
Erin Gunaratna
Senior Director, Product Marketing
When I interview candidates for PMM positions, one of the “x factors” that I always look for is humility — but not just because I want to hire good team players.  People with intellectual humility know that they don’t always have all the answers, which gives them the openness to new informatio...more
Erin Gunaratna
Senior Director, Product Marketing
Honestly, the less “flashy” launches are often my favorites, because these releases may have a smaller audience than a major launch would have, but if you do them right, it’s sooo fun to watch those audiences lose their minds out of happiness when they hear about a new feature that will make thei...more
Erin Gunaratna
Senior Director, Product Marketing
Just like not all launches are created equal, not all companies will take the same approach to categorizing or prioritizing launch tiers. However, there are certainly patterns out there. Here are the most common variables I’ve seen: * Audience: Will this launch open you up to a new set of prosp...more
Credentials & Highlights
Senior Director, Product Marketing at Yext
Product Marketing AMA Contributor
Lives In New York, NY