Product Marketing is one of those roles that can be very different from each organization. I find the most successful way to develop a strong relationship is to show value from the start and align on your mutual goals / objectives. If there are certain functions where you have a tense relationshi...more
It varies as you proceed in the various stages of the product development and GTM. For example, in the early product development phase, It is more ad-hoc where I rely heavily on the customer feedback through our customer interviews / focus groups / surveys to ensure our team clearly understands t...more
How do you approach getting approval for messaging from internal stakeholders like Product, Sales, and Customer Success?
I develop a 1-slide messaging framework to clearly articulate the key messages. It has a few key items: 1) Key pain point / challenge you're looking to solve 2) Target segment(s) 3) Single minded proposition (SMP) 4) Reasons to believe to support your SMP 5) How is this differentiated from o...more
How have your product marketing teams traditionally worked with your demand generation / growth marketing team?
At Bill.com, we work extremely close to our growth marketing teams. They are a critical partner as we launch and scale-up our growth. Both groups have their strengths. For the PMM, we have the deep knowledge about the customer needs to clearly articulate the value prop that will resonate most wit...more
Tips for managing stakeholder input: are there any templates or best practices for when to gather input and how to incorporate (i.e. whose feedback to incorporate vs. ignore, etc.), especially as it relates to a timeline?
Throughout the project, you'll be getting feedback from multiple stakeholders (both internal and external). Everyone wants to be heard and having an open door policy is helpful. However, not all feedback is created equal so you want to identify which feedback sources are the primary and which are...more
A PMM has one of the most cross-functional roles in most organizations and developing those strong relationships with key stakeholders is critical. While there are many relationships you have to develop, I believe the top three most important relationships to cultivate and get right are: 1) Prod...more