Lauren Hakim

This can certainly vary depending on the company! Here are some examples of areas that would be owned by different product marketing levels based on my experience: Messaging & Positioning PMM: Crafts messaging and positioning at capability/feature level with some coaching Sr. PMM: Drives messaging and positioning at the product/feature level and coaches others on product/feature level positioning Director: Drives messaging and positioning at the category level and ensures alignment across te ...Read More

Great question! Success metrics can vary across companies, but in my experience successful product launches consistently hinge on clear planning, targeted goals, strong cross-functional collaboration, and continuous measurement. Here are some key elements to focus on: Set clear goals: Establish and align on specific, actionable, and measurable goals well before the launch so you can measure success immediately post-launch and make data-driven decisions. Organize your team: Identify your core tea ...Read More

Great question. At Zendesk, we do a lot of monthly/quarterly syncs with product leadership, sales leadership, marketing leadership, etc to discuss top programs and communicate achievements. Quarterly business reviews are another great way to share top wins and learnings. We also leverage supplemental channels like Slack, company/team all hands and our GTM newsletter. This can vary by company. To determine what works best for you and your team, you’ll need to figure out a way to speak the same la ...Read More

How exciting! This should be super helpful in ensuring your GTM teams can have effective conversations with customers. I've listed some additional elements you may want to consider below. Competitive info: Identify competitors with similar offerings and highlight what sets you apart. This helps your sales teams position your product more effectively and win more deals by showcasing unique advantages. Resources across the customer journey: From my experience, providing resources for GTM teams and ...Read More

Product marketers have to work and communicate with a wide variety of stakeholders to push ideas and initiatives forward. Influence is critical for PMMs to be effective, and that comes with building trust. Invest time in understanding your stakeholders’ needs and pain points to help you determine how you can best work with them. By speaking the same language as your stakeholders and proactively providing the insights and information they need, the more they will lean on you and trust you to get ...Read More

Great PMMs are intentional about their development - this is especially important if you’re on a team with narrow scope. If you’re not getting exposure to new areas - pricing, enablement, customer insights - you have to create your own opportunities. I always encourage my team to plug into projects outside their immediate scope - co-owning a launch, shadowing a cross-functional project, or leading smaller side initiatives like a competitive standup or lunch-and-learns. These are the opportunitie ...Read More

I would say this is not necessarily always the case. Adding new features can happen at any stage of the product lifecycle. It could be part of the early stage strategy to iterate or improve the product based on initial customer feedback, or a mid-stage effort to expand functionality and capture a broader target audience. If the product is in it's late stages, new features could be added to help retain existing customers. At Zendesk, we continuously deliver new features within our products to enh ...Read More

One of the biggest mistakes one can make is assuming the work is done once the product has launched. Here are a few things to consider when it comes to maintaining post-launch momentum: Sustained post-launch marketing: Marketing efforts should not stop once the product has launched. Continue to emphasize value and use cases to keep your offering top of mind and relevant to potential customers. Customer education: Customers often need guidance to fully utilize new capabilities or features. Develo ...Read More

Great question. Evaluating launch messaging is crucial to ensure it stands out. Here are a few impactful methods I have found effective: Competitive Analysis: Start with a thorough analysis of competitor messaging. This helps identify gaps and opportunities and can give you insights to differentiate. Customer & GTM Insights: Conduct user testing with a select group of customers. This can help you ensure your messaging is 1) clear and 2) resonates with their needs and pain points. Similarly, ...Read More

Great question! With a bit of extra effort, there are many things that can be done to forge relationships that build trust in a virtual environment. To do this successfully, invest time in getting to know your stakeholders and identify opportunities where you can add value and share your knowledge. Whether it’s a 1:1 or a team happy hour, dedicate time every week to get to know your team members on a personal level and build rapport. I have found that establishing common ground and better unders ...Read More