Leah Brite

In my experience, it depends more on the actual people you work with vs the function. I have had both incredible sales and product partners that understood the big picture, were always down to collaborative and problem solve together, and where we could openly talk about areas of disagreement. Th...more

My advice is to separate the ship and launch functions. In my experience when they are paired together, there is so much unproductive internal thrash when eng encounters delays and all the downstream teams have to re-adjust their plans. Instead, group new products and features into larger campaig...more

One of the most important things that PMM can do to drive cross-functional alignment (whether remote, hybrid, or in-person) is to keep the customer at the center of the conversation. By operating as a customer evangelist, we can bring data-driven, customer-centric stories to the forefront and get...more

Here are a few things to think about: 1. Consider how you are briefing in the work to get alignment upfront on the ask and the criteria. 2. Related, bring them along on the insights journey to empower them to design in a way that will hit the mark for your target customers. Link them t...more

We break down product marketing’s work into four buckets and work with product as follows during each of the phases: 1. Market Strategy, Customer Insights & Product Roadmap. PMM leads market, competitive, and customer/prospect research to uncover key customer problems. We analyze market...more

A few things come to mind to try: 1. Create a brief for the sales enablement assets upfront. Succinctly outline what your objectives are in priority order, who the target audience is, and some brief details on what’s important and likely to appeal to them. 2. This brief is also a great...more

A variety of tools can be helpful in getting stakeholders aligned on the marketing strategy – the key to them all is that they are based on data and customer insights. When you are articulating your strategy, provide links to supporting research, personas, shopper journey’s, etc. These should art...more

Start with data. Ground your messaging in first and third party data that illuminates what is important to your target customers, key pain points, aspirations, how they like to be messaged to, language they use, etc. Show your work -- don’t just include the suggested messaging in the doc; add an...more

I’d set expectations upfront -- this is all new to us and our primary goal initially will be learning. Start with your hypotheses and treat your work as tests to help you learn faster with more structure. These investments upfront pay off in the long run, allowing you to validate / in-validate hy...more

I’d keep an eye on all the indicators - leading and lagging. For leading, do your campaign metrics indicate that people are interested and engaged? How is this helping you fill your funnel? Can you use technology like Gong, which records and transcribes sales conversations, to track keywords ass...more