
Hien Phan
Director of Product Marketing, Amplitude
About
I started my career in finance and investing, moved into consulting, then transitioned into Product Marketing. My Product Marketing superpowers are Competitive Analysis, Sales Enablement, Product Launches, GTM Strategy, AR, and Solution Marketing.......more
Content

Hien Phan
Amplitude Director of Product Marketing • October 6
Oy! First, good luck! I have done the "first" before. I don't think you have the luxury of 30/60/90. I think it's more like 30 days to identify the problem and tackle easy wins. Sixty days build out a basic launch framework, then a GTM strategy, align both with leadership. Then 90 days to test an......Read More
1673 Views

Hien Phan
Amplitude Director of Product Marketing • October 6
First, welcome to PMM. It would depend on what kind of PMM they are looking to hire. I would do three buckets. (1) a thought leadership piece or website/landing page (2) a launch plan or GTM plan (3) examples of enablement like slides etc. They want to see if you have done core PMM activities: me......Read More
1256 Views

Hien Phan
Amplitude Director of Product Marketing • March 15
I'm biased. I'm a former consultant and market researcher— market research always follows priority verticals and market efforts. Depending on the stage of your organization, you might not have the luxury of full fledge research, but you need to at least talk to customers. Get some contextual......Read More
1103 Views

Hien Phan
Amplitude Director of Product Marketing • March 15
KPIs are hard for PMMs. (1) we don't directly influence everything. (2) we have a lot of indirect influence. But my rule of thumb is figuring out your North Star Metric, meaning what is that one metric you can influence that drives say, pipeline, and what are those input metrics? For ex......Read More
1089 Views

Hien Phan
Amplitude Director of Product Marketing • February 19
I see a few issues: (1) not think about the sales process and the customer journey (CS version, not the marketing version). You need to think about when they will need collateral and what kind of collateral. This will help you with effectiveness. (2) build persona and product messaging witho......Read More
1088 Views

Hien Phan
Amplitude Director of Product Marketing • March 16
When I think of GTM, it's from demand to advocacy. You aren't responsible for every step of this journey but are a significant contributor to enabling and owning the customer buying journey. Questions I always ask myself when I join as a GTM PMM are as follows: 1. Do my fellow marketers have w......Read More
1068 Views

Hien Phan
Amplitude Director of Product Marketing • March 15
(1) It's a strategy, not a goal. You're diagnosing the problem and focused on how you should go to market. (2) There is an operationalization aspect for your marketing team. Marketers need the audience, message, and channels/communities these people live in. (3) There is an operationalization ......Read More
1017 Views

Hien Phan
Amplitude Director of Product Marketing • March 16
This question is a great one. First, you don't build the GTM strategy in a vacuum. It's not an exercise of a product marketer where she goes into a dark room for ten days and comes out with a brilliant strategy. You must co-build this with your stakeholders—marketing, and sales. Otherwise, you wi......Read More
1007 Views

Hien Phan
Amplitude Director of Product Marketing • March 15
1. Diagnosis - what's my opportunity? What's the pain I'm solving? What's the problem? 2. Guiding Principles - given the above. How should I address this problem? This section arent' tactics. 3. Coherent Actions - your tactics. Remember, if #1#1 isn't clear, focused, and concise, then #2......Read More
986 Views

Hien Phan
Amplitude Director of Product Marketing • March 15
I think this depends on the material and your audience. If it is customer-facing, the rule of thumb is less is more. Get to the point. The details can go in the appendix. Suppose your execs aren't into detailed, same as the above. However, if your execs are like those at Amazon, then do t......Read More
982 Views
Credentials & Highlights
Director of Product Marketing at Amplitude
Lives In San Francisco, California
Knows About Go-To-Market Strategy, Consumer Product Marketing, Enterprise Product Marketing, Esta......more