Jessica Webb Kennedy

Jessica Webb Kennedy

Head Of Marketing, Tailscale

Content

Jessica Webb Kennedy
Jessica Webb Kennedy
Tailscale Head Of MarketingJune 16
PMM wears so many hats it's important to recognize what is needed at any stage of a company. When first coming into an organization as the first PMM I think the most important thing to do is establish what does and doesn't exist - and where the biggest holes that can be plugged are. This can be a......Read More
3658 Views
Jessica Webb Kennedy
Jessica Webb Kennedy
Tailscale Head Of MarketingDecember 8
This happens a lot, PMMs are brought in quite frantically once a team already has a very specific way of working and it's on the PMM to figure out how to slot themselves in. I think the first thing that needs to happen is to clearly delineate and articulate team members' roles and responsibilitie......Read More
2377 Views
Jessica Webb Kennedy
Jessica Webb Kennedy
Tailscale Head Of MarketingDecember 8
I'd start with the data! This may mean tapping your data analysts, marketing analysts, basically anybody who is knee-deep in the metrics. What I would do first is attempt to map out the funnel for the product in question (if this doesn't already exist) - figuring out how people get to your websit......Read More
1904 Views
Jessica Webb Kennedy
Jessica Webb Kennedy
Tailscale Head Of MarketingDecember 8
This is always tough, for Trello this was trello.com/templates, it's something we had thought about doing for a long time but we didn't want to be overly prescriptive about how people should use our product. That being said, we got a lot of inquiries about templates - and a LOT of other tools pro......Read More
1892 Views
Jessica Webb Kennedy
Jessica Webb Kennedy
Tailscale Head Of MarketingNovember 18
A great way to think about framing your messaging is by starting out with a short paragraph outlining who you are talking to and why they should care or need your solution/product. At Atlassian, we often start with these questions: Is this how you want your product or service to be represented? A......Read More
1866 Views
Jessica Webb Kennedy
Jessica Webb Kennedy
Tailscale Head Of MarketingDecember 8
I definitely think the process when it comes to PMM life is very important. Especially for things like GTMs. One of my team's go-to resources is the Confluence Messaging House Template - I like this one because it really is essential for getting everyone on the same page about a product or featur......Read More
1571 Views
Jessica Webb Kennedy
Jessica Webb Kennedy
Tailscale Head Of MarketingDecember 8
Great question and I've thought about this a lot, I LOVE watching Product Managers work and think that the problems they tackle are super fascinating, that being said, I'm a marketer at heart. I think PMMs are lucky to be in a position where we get to work super closely with PMs but our jobs are ......Read More
1563 Views
Jessica Webb Kennedy
Jessica Webb Kennedy
Tailscale Head Of MarketingJune 16
As stated above, PMM wears so many hats it's important to recognize what is needed at any stage of a company. When first coming into an organization as the first PMM I think the most important thing to do is establish what does and doesn't exist. I think this is the right order of things that sho......Read More
1187 Views
Jessica Webb Kennedy
Jessica Webb Kennedy
Tailscale Head Of MarketingDecember 8
Some of the best prioritization I've seen and been a part of is based on the ICE framework: * Impact: what do we think this feature will do for our user-base, our metrics, our bottom-line. This is also a place to consider the size of the opportunity, is it going to impact your whole userb......Read More
1084 Views
Jessica Webb Kennedy
Jessica Webb Kennedy
Tailscale Head Of MarketingJune 16
I think there is a ton of value in having these teams work closely but separated into specific pods. As you noted, there are different skillsets here and they can be even more effective when given the space to own their domain expertise. That being said I think when PMM and Brand get too far from......Read More
1064 Views
Credentials & Highlights
Head Of Marketing at Tailscale
Formerly Atlassian (Trello), HubSpot, Lyft
Top Product Marketing Mentor List
Lives In Boston, MA
Knows About Consumer Product Marketing, Enterprise Product Marketing, Establishing Product Market......more