Julien Sauvage

I would be super metrics-dr :iven here. Maybe show a few functions you've owned (or contributed to), from top of the funnel to middle and bottom of the funnel, with the corresponding programs and the metrics you've optimized for each. For ex: - Owned awareness plan - running exec programs and targeted PR, I could increase the share of voice of my company by x% - Built strategic narrative - creating company messaging and enabling field, resulting in y% in sales velocity and z% competitive win rat ...Read More

In my playbook there are 8 steps to a successful product launch: Identify the key stakeholders Outline the deliverables and set the dates and the measures Define your messaging Track progress towards the plan. This is where you start having weekly stand ups. Execute! The day of the launch Measure success and impact Celebrate the wins of your launch - making sure people feel celebrated and rewarded Create an ongoing adoption strategy Ryane Bohm and myself actually spend some time explaining these ...Read More

See above. Gong, of course :) Come join us (https://gong.io/careers) I mean I'm biased but on top of that, I think Salesforce took the Product Marketing to the next level back in the days, and helps elevate the function in the industry. At the end of the day, it is all about cutting through the noise and finding your own voice. I think the companies that excel at PMM actually see Brand, PMM and Corp Narrative as different sides of the same coin. Telling your story. Your brand is your reputation ...Read More

I see Pricing and Packaging as both a science and an art. What do I mean by that? It’s a science in the sense that you have to run a lot of business simulations and crunch the numbers to do the revenue projections. That is the science aspect of it. Yet there's also an emotional aspect to your product price, which in my mind also makes it an art. And because of the art aspect of it, you have to do a lot of testing. You have to test your assumptions in terms of charge versus include. Test with you ...Read More

While I love this question, I also think that a PMM dashboard has to mirror the company business dashboard! PMM influences every aspect of the business. As such, the PMM OKRs have to map the big strategic initiatives of your company. Metrics I like to see on such a dash: Category Awareness (DLs, views, mentions) Pipe Influenced by PMM campaigns (assets, launches) Win Rates (to competitor, status quo, conversion, velocity) Revenue (ASP Growth, ACV from NPI, deal cycles) Product Adoption (MAU, WAU ...Read More

Measuring the success of your launch is a fascinating topic, and no easy task. You can think of 5 dimensions of success: global impact, digital impact, revenue impact, employee impact, product impact. 1) Global impact The global impact is really about how your launch made your brand more popular, how did it help with brand awareness? Of course, the metrics that go with this are things like a share of voice and VOC studies. A good product launch has the potential to make a big splash! 2) Digital ...Read More

I think Messaging / Positioning / Storytelling are absolute must-haves, but then - in true Product Marketing fashion, you have to clearly identify your edge. What’s your core differentiation on the market? I personally love skills such as Customer facing skills (if you come from a sales/ CS background) Being able to go deep into the tech - you can build demo, not just decks If you have an intimate knowledge of the customer journey, you can work on adoption programs If you like teaching then Enab ...Read More

Launch isn’t just about market awareness, pipe and ARR/ revenue, it’s also about product adoption - MAU, WAU, DAU, product page views, clicks, etc. To optimize your post-launch product adoption, you need an integrated campaign approach where you reuse a lot of the content that was put together for the launch. Remember, a lot of time and effort was put into that launch and as such, it's your responsibility to reuse a lot of that content, repackage it to make it live a second or third life after l ...Read More