Profile
Katherine Kelly

Katherine Kelly

Head of Product Marketing, Instructure

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Katherine Kelly
Katherine Kelly
Instructure Head of Product MarketingJuly 30
This is a great question that varies by company size. In a smaller company it may be appropriate to present recent wins in an all-hands from time to time. But at a medium - large company, just like all product marketing, you have to think about your audience first and then plan the message and de......Read More
1841 Views
Katherine Kelly
Katherine Kelly
Instructure Head of Product MarketingJuly 30
There's really no perfect way. I'm not sure if you're asking at a broader level, how do you prioritize product's needs against sales or marketing needs, or if you mean on a granular level. I think the first step is understanding what is a short-term ask vs. something that should be owned, and the......Read More
1777 Views
Katherine Kelly
Katherine Kelly
Instructure Head of Product MarketingJuly 30
One of the best alignment tools we rolled out in the last two years was a messaging source document. This document includes overview / background on the market, description of the thing we are launching or marketing, details of the audience and related personas, etc. This document can be used by ......Read More
1594 Views
Katherine Kelly
Katherine Kelly
Instructure Head of Product MarketingJuly 30
Empathy is incredibly important for stakeholder management. The more you understand what your stakeholders need, can talk to them in their language, take feedback and get better at predicting and proactively providing the information they need the more trust you will earn from them. I don't think......Read More
1543 Views
Katherine Kelly
Katherine Kelly
Instructure Head of Product MarketingJuly 30
We have partnered with our integrated campaigns team to formalize roles and responsibilites and then we actually aim to share KPIs. I think it makes us stronger to feel like we are succeeding and failing together vs being able to say Product Marketing "succeeded" in a quarter where we didn't hit ......Read More
1508 Views
Katherine Kelly
Katherine Kelly
Instructure Head of Product MarketingJuly 30
When you launch as quickly and regularly as we do, as soon as possible! :) But to be more descriptive - the goal is for these teams to have some visibility and control over planning for their workload, and for you to have all the resources you need for a launch. So I think it's helpful to look......Read More
1339 Views
Katherine Kelly
Katherine Kelly
Instructure Head of Product MarketingJuly 30
Such an interesting question because I actually think it doesn't change that much. My last role was a company that was ~150 employees, Zendesk is now ~3,000 I think. In both companies, my biggest stakeholders were: * CEO * Head of Product * CMO * Head of Sales Often it feels like the job of......Read More
1273 Views
Katherine Kelly
Katherine Kelly
Instructure Head of Product MarketingJuly 30
I actually don't have much experience with this, I'm sorry! I wonder if you should just start rolling out / following a lightweight launch process to show-not-tell how it can help? I'm getting an error that my answer is to short so I am typing more but again, I haven't really experienced pushback......Read More
1124 Views
Katherine Kelly
Katherine Kelly
Instructure Head of Product MarketingMay 18
I'll tell you a few of the red flags that immediately turn me off a candidate: 1. too many "I" statements. PMM is so collaborative, so cross-functional...if you are making it sound like YOU did all this stuff on your own, either I fully doubt it, or in fact that tells me something was wrong. ......Read More
1039 Views
Katherine Kelly
Katherine Kelly
Instructure Head of Product MarketingJuly 30
The best way to get yourself in the driver's seat is to know where you're going and how to get there. If you understand the needs of each of these stakeholders and can start to anticipate their questions and put that proactively in your plans and communication I think you will start to feel like ......Read More
987 Views
Credentials & Highlights
Head of Product Marketing at Instructure
Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce
Top Product Marketing Mentor List
Lives In Pacifica, California
Knows About Product Marketing Soft and Hard Skills, Establishing Product Marketing, Product Marke......more