Kelly Xu

First is to recognize that launch is just the beginning and the work never stops. It’s important to get all the stakeholders aligned on this mentality across the organiza...

"Talking to customers" doesn't always need to happen via a customer call. I have personally found the following ways to be very helpful:1) Industry reports published by a...

There are two major ones I’ve used over the years. The first is pipeline generation--how much pipeline is generated by the campaigns or sales plays that are tied to the l...

Visibility on both sides is key. What are the key changes on the sales team in terms of territory planning, sales tools/methodology/process, leadership priorities; as wel...

I would start with learning more about the account. What are their company priorities and key initiatives? What personas are you meeting with and what are the pain points...

First, be prepared to sound like a broken record and repeat your messaging multiple times across different occasions, channels, and stakeholders. Second, share wins inter...

I think it should be a committee of people, including product, marketing, sales, customer success, professional services, and other teams if applicable. They can own diff...

Yes. Continuous monitoring of content and event performance provides key metrics that tell us what resonates with which audience, and just as important, what doesn’t perf...

There are multiple criteria to decide whether a dedicated industry marketing resource is needed. First, does this vertical need distinct, industry specific messaging and ...

The foundation to success is to thoroughly enable the influencer and key partners. This includes a much wider variety of topics than the product features themselves, it c...