Florian Delval

The number #1 recommendation is cross functional alignment. In organizations of any size–small and large–it's not sufficient to have only your direct leadership on board with the GTM strategy. Ensuring that the product, sales, and professional services leadership are informed and explicitly supportive is crucial. The plan should be accessible to all stakeholders and leadership, maintained diligently to reflect any updates. Lastly, make sure to explicitly document any blocker, risks and remediati ...Read More

SMB Markets: Often, the end users and those making the purchase decisions are the same individuals, which simplifies the marketing approach. Enterprise Markets: In contrast, the enterprise presents a more intricate scenario. Purchase decisions are typically orchestrated by leadership teams, often seated at the VP or C-levels. While Directors and above may have influence—even if they don't control the budget—the focus of marketing efforts are best served for prospective buyers. In parallel, produ ...Read More

To begin with, ensure that the product team is fully briefed on the activities planned throughout the launch process, covering pre-launch, launch day, and post-launch phases. Following the launch, consider both quantitative and qualitative data. Quantitative: Focus on quantitative data related to external activities and insights. Disregard metrics like attendance at sales enablement sessions as they don't offer significant value. Assess the results across various planned activities, such as the ...Read More

The key to efficiently creating "new feature" content at scale lies in implementing a structured template and a streamlined process. 1. Template for Consistency & Efficiency: A template outlines the content's structure and specifies the expected information in each section. This consistency not only expedites content creation but also establishes a unified representation of the brand and style. 2. Process for Efficiency: A process designates responsibilities for each aspect, such as copywrit ...Read More

Preparation: DON’T: Join the first call without any preparation. DO: Conduct thorough research on the company's recent results, key initiatives, strategies, and potential pain points. Be well-versed in their business landscape to drive meaningful conversation. Humility and Openness: DON’T: Assume that you are right and know everything. DO: Ask open-ended questions and seek validation. Encourage the prospect to share additional insights and perspectives. This approach builds a collaborative envir ...Read More

Locating experienced Product Marketing professionals can be challenging, especially considering the relatively recent emergence of the function. The good news is that Product Marketing is a highly cross functional role, and most promising talent often possess experience in at least one role a Product Marketer collaborates closely with: marketing, sales, professional services or product. This background brings not only a deep understanding of these other functions but also greatly facilitates tru ...Read More

7 tips to go back to when looking to be successful: Learn what success means. Success for product marketing could mean different things in different companies, but also at different times within the same company! Make sure that for every initiative, you are clear on what success means. In most cases you should look for a quantifiable success metric to achieve the next point. Measure. Knowing what success means, you can define a plan, execute and measure your result(s). This can be a continuous c ...Read More

Let's start with a fact: despite our wishes, a Product Marketing team cannot create tailored content for every sales opportunity or match every account executive’s style and preferred content format. Time and resources are and will remain constrained. Assess your capacity (personal and team), whether you are already using AI to asset you or not. From there, you can strategize on maximizing your impact within your capacity limits. A few tips which could apply to any organization and team size: Pr ...Read More

I've seen this happen at a few occasions where my material would be directly or indirectly copied. To address this challenge and stand out, consider the following insights: Positive Perspective: The silver lining is that being copied serves as a powerful validation of the success and impact of our work. Continuous Innovation: Consider the unique innovations your product and engineering teams have developed that set you apart in the market. While competitors may replicate successful features, con ...Read More