Ivan Dwyer

I’m not allowed to say Stripe. Everyone says Stripe. So I’ll say…. Stripe? I kid, I kid.I’ll always have a soft spot for Heroku – they’ve always stood out to me as a comp...

I’m a huge proponent of Jobs To Be Done, both for building products and for marketing products – in product marketing, though, you don’t necessarily have to be able to do...

I have a fairly extensive persona methodology which I wrote about here (https://www.workinproduct.com/blog/elements-of-a-positioning-system-part-2-customer-personas).Rath...

Good question – it can depend on a few things. In many companies, you’ll have to wear both hats... I know I sure have. As Product Marketing teams grow, where it starts ...

Great question that's very top of mind! The broader GTM organization will own the growth targets, while the broader Product organization will own the adoption targets. I...

I should have a better answer to this than Twitter, but I haven’t actually hired for that role in a long time, so might be out of touch, sorry!One thing I’ll say, and thi...

Great question… this is easy to over index on either side – too much buzzword bingo or too deep in the weeds.Personally, I like to follow a narrative from top to bottom –...

Great question, I get in arguments about this all the time! Heh. You ask the question the right way - it’s about balance.Starting with my least favorite topic – SEO! The ...

[Insert “Why not both?” meme] :)The best thing you can do is bring these stories together – when technical value solves business value, you have yourself a winner. (I don...

Great question, something I think about a lot. I’m a huge proponent of specialization with technical products. I wouldn’t expect every member of our enterprise field orga...