Katherine Kelly

Katherine Kelly

Head of Product Marketing, Benchling

AMA's

Content

Katherine Kelly
Head of Product Marketing
This feels like an executive level misalignment of goals. I don't know the specifics in your company but if product management / product leadership is being measured by how well they hit their timelines, then that will trickle down to their teams and be what those teams focus on. This is probably...more
Katherine Kelly
Head of Product Marketing
I'm potentially not understanding this question - all of the companies I've worked at beta test features and products prior to launch, so product always explicitly solicits this type of feedback prior to a launch. In fact it's a great place for product marketing to get feedback and customer stori...more
Katherine Kelly
Head of Product Marketing
While products are in development the best thing to focus on to get a jump on your GTM is defining the target audience. The specific features may change and that may impact your specific messaging and content etc, but the overall use case should be fairly stable if it's in development so you can ...more
Katherine Kelly
Head of Product Marketing
The hard way - you earn it.  First, I should clarify that when I think about influencing roadmap, I'm not thinking about it as "getting a feature I think is important onto the roadmap" - if that's the approach you're putting yourself in the same category as every other person who lobs requests a...more
Katherine Kelly
Head of Product Marketing
VOC is so powerful and it's a great place for PMM to help build that connection between product and GTM. If there's already an ad-hoc process in place, essentially what you're looking to do is add guardrails and formalize a process. Here's three things I'd focus on developing: * What informatio...more
Katherine Kelly
Head of Product Marketing
A critical piece of information is missing from this question: why isn't it seen as a priority internally? There are several valid reasons not to launch something even if your competitor has it and customers want it - the main one that comes to mind is that it takes you too far out of your core ...more
sharebird
Katherine Kelly
Head of Product Marketing
Katherine Kelly
Head of Product Marketing
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...more
Katherine Kelly
Head of Product Marketing
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 ...more
Katherine Kelly
Head of Product Marketing
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 ...more
Credentials & Highlights
Head of Product Marketing at Benchling
Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce
Top Product Marketing Mentor List
Lives In Pacifica, California