Jodi Innerfield

Jodi Innerfield

Senior Director, Product Marketing, Salesforce

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Jodi Innerfield
Senior Director, Product Marketing
Jodi Innerfield
Senior Director, Product Marketing
For your launch to be a success, ideally you have completed a customer pilot so you have success stories for press; you've built a robust demo org for your sales teams so they can show customers the product; and you've spent time conducting internal and external research to make sure your message...more
Jodi Innerfield
Senior Director, Product Marketing
Each geography is different, so don't treat geos as "one size fits all." Make sure you understand the nuances of the region you're launching in--what language resonates best in messaging? What channels might be different? How does the perception of your organization or product change based on geo...more
Jodi Innerfield
Senior Director, Product Marketing
The channels you use depend upon the audience you're reaching. Where does your audience spend time? What channels have historically worked best for your organization or similar products?  You can usually get a good sense of channels to activate based on persona research. Even if you're launching...more
Jodi Innerfield
Senior Director, Product Marketing
First--well done for having a post-mortem! It's really easy to just get caught up in the next thing that comes along, but post-mortems are super important! This is your time to reflect on the launch planning, the launch itself, and whatever happens next.  Launch Planning Reflection - Get feedba...more
Jodi Innerfield
Senior Director, Product Marketing
Honestly, the sales team is going to do/say whatever they want. It's nearly impossible to enforce that a sales team says the exact messaging you want them to, or that they use the exact slides and resources you want them to.  When we do further message testing and make refinements, I try and mak...more
Jodi Innerfield
Senior Director, Product Marketing
Demoing is SO important, yet unfortunately, we don't often have the product ready for sales teams to demo too far ahead of a launch.  What we do in this situation is have PMs do enablement where they walk through the new features and functionality and answer questions. That way the field can see...more
Jodi Innerfield
Senior Director, Product Marketing
Tiering and t-shirt sizing a launch should be based on "how impactful is this to my customer and the company?" If it's a brand new product suite, a new offering in the market either for the company or the space, or a material investment/improvement from what exists today--that's a Tier 1, full-co...more
Jodi Innerfield
Senior Director, Product Marketing
Launching too soon is a major red flag--I wrote all about it in a recent post ! What distinguishes a "meh" product launch from a great product launch?  1 - Showing the product in your assets and launch material 2 - Having customer testimonials that your product is as good as you say it is 3 -...more
Jodi Innerfield
Senior Director, Product Marketing
The goal of most B2B launches is revenue--but there are many other KPIs you can track besides how much revenue you've generated!  Customer KPIs: These KPIs all tell me how much my launch resonates with my target customer. Pipe generation; lead generation/form fills on any key launch assets like ...more
Credentials & Highlights
Senior Director, Product Marketing at Salesforce
Product Marketing AMA Contributor
Work with Jodi
California - San Francisco, New York - New York, Texas - Dallas, Washington - Seattle, Georgia - Atlanta, Indiana - Indianapolis, Illinois - Chicago
Illinois - Chicago, New York - New York, Texas - Dallas, Washington - Seattle, Georgia - Atlanta, Indiana - Indianapolis, California - San Francisco
San Francisco, CA
Massachusetts, MA or New York, NY or Illinois, CA or Virginia, RA