PMM Interviews with Salesforce’s Senior Director of Product Marketing, Jodi Innerfield
Salesforce is the world’s # 1 CRM platform and Jodi Innerfield is the Senior
Director of PMM leading a team of product marketers and marketing operations
Tune in to join the conversation as Nupur and Jodi discuss the desirable traits
in PMM’s such as adaptability and top metrics new...more
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
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
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
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
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
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
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
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
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