Kevin Au

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 with this segment. For the growth marketers, they have the expertise on how to reach this segment and what is the best way to do so. It is a 50/50 partnership with co-owned KPIs and regardless of who "owns" ...Read 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) Product Manager/UX designer - One of the keys to a successful product launch is to ensure you're providing the right product experience. By having a strong relationship with your PM and UX designer will allow ...Read 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 the customers' needs. I gather feedback with the core team that is in those same customer research sessions to help synthesize what we're hearing from the customer. Then as I prepare for the pilot and lau ...Read More

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 secondary. And it does vary as you proceed in the various stages of the product development and GTM. For example, in the early product development phase, I rely heavily on the customer feedback through ...Read More

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 relationship, i'd suggest to first understand why there is this less collaborative relationship. Is it based on some historical context (prior launch)? Is it due to a difference in role expectations? Once you've id ...Read More