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Katie Gerard
Head of Product Marketing, Workhuman
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Katie Gerard
Workhuman Head of Product Marketing • August 9
Building out a launch process is actually fairly simple in concept. The hardest part is definitely getting cross functional alignment. This process can easily take 6 months in a larger organization, but I recommend being quick and scrappy and then iterating. The steps I take: * Understand what'......Read More
1086 Views
Katie Gerard
Workhuman Head of Product Marketing • May 12
The best way to get a handle on the success rate of your enablement program is to evaluate it both quantitatively and qualitatively. On the quant side, it's helpful to do some regular sales surveys around satisfaction, whether that's quarterly or after every launch. On a scale of 1-10, how confid......Read More
941 Views
Katie Gerard
Workhuman Head of Product Marketing • August 9
This is a great question and a super common scenario within PMM. At Klaviyo, we've played around with a lot of different launch cadences and resourcing levels for launches. Product launches tend to be more about product adoption than any short term revenue gain. Yet, everyone agrees it's importan......Read More
794 Views
Katie Gerard
Workhuman Head of Product Marketing • May 12
It depends on where these requests are coming from! I'm always cautious with competitor specific one pagers because it's so easy for these to get back to the competitor. I've personally seen slides our competitors have made about us and this is a) legally risky b) detrimental to any partnership y......Read More
725 Views
Katie Gerard
Workhuman Head of Product Marketing • April 27
The easiest way to differentiate yourself is to have a really innovative product and solid marketing to back it up. My favorite example right now is a Klaviyo customer, Magic Spoon. They make low carb/keto diets for people on a diet but wish they weren't. On their website, they even have a taglin......Read More
682 Views
Katie Gerard
Workhuman Head of Product Marketing • April 27
Competitive positioning is basically a zoomed in version of your overall positioning. If you think of a competitive matrix, your overall positioning puts you on the map. How you're positioned versus a specific competitor zooms into the matrix and describes your exact position relative to this one......Read More
623 Views
Katie Gerard
Workhuman Head of Product Marketing • April 27
I typically think of direct competitors as being other players in the same category of my org that are going after an overlapping share of wallet with an overlapping group of target customers. You may also spend time on your indirect competitors or even substitute products, but you're much less l......Read More
579 Views
Katie Gerard
Workhuman Head of Product Marketing • April 27
This is a tricky one and there are definitely some more above and also below board answers. I've known people who have made up fake identities in order to get demos from competitors. If you're not a great actor, here are some other approaches: * Ask your customers. You may have a customer you w......Read More
578 Views
Katie Gerard
Workhuman Head of Product Marketing • August 9
This will depend on your specific goals for the launch. I like to define tiers for product launches and then have a bill of materials for each tier. That makes the process easy to replicate and facilitates cross functional collaboration, because everyone knows what to expect. For example, you mig......Read More
572 Views
Katie Gerard
Workhuman Head of Product Marketing • August 9
Staying on top of the Product team can be really challenging. Project management tools like productboard can help, but there will always be last minute changes. A few ways to handle this: * At Klaviyo, we actually have smaller launches every month and a big launch once a quarter. The bill of......Read More
561 Views
Credentials & Highlights
Head of Product Marketing at Workhuman
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Boston, MA
Knows About SMB Product Marketing, Release Marketing, Messaging, Competitive Positioning, Pricing......more