Kevin MacGillivray

This one is always a challenge, especially in organizations with a large product suite. Here are a few tips.Create and prioritize updating a single source of truth that s...

Beta releases or early access programs are a fantastic opportunity to get a sneak preview of how users/customers will interact with and use a product or feature. It is re...

We leverage internal tools to store and organize messaging frameworks (and all other marketing assets). Once messaging is fully documented and approved we upload it into ...

It can be challenging to enable a sales team that covers multiple verticals or multiple products. A few things that help here:Limit the P0 priorities for the sales team t...

Key documents include:Master Messaging Doc - includes the most detail and the most structured framework. This is mostly used as a reference document rather than something...

My product marketing team is currently organized in a hybrid manner:Part of my team is organized by product - these folks pair very closely with their R&D counterpart...

I have led several product marketing teams throughout my career and it is certainly not one size fits all.A couple of models that have worked well:Mirroring ProductIn an ...

Here are a few winning strategies to keep sales on message including:Sales often crafts their own variation of a product message to fill in gaps when the official version...

Who am I speaking with? How often?I have a regular connect with the Sales Director for audiences my team is accountable for where we speak about high level performance to...

One way I have found success here is to focus on (2) key review/approval moments:Early Stage ReviewApproval on goals/objectivesApproval on target audiences + KPI'sPropose...