Profile
Linda Sonne-Harrison

Linda Sonne-Harrison

About
My clients call me a "Product Marketing Black Belt." At Giant Stride Marketing Group, I work with B2B software companies from scrappy startups to established market leaders. I enjoy getting up to speed on new technologies and helping my clients lo...more

Content

Linda Sonne-Harrison
Linda Sonne-Harrison
Giant Stride Marketing Group PresidentSeptember 9
Congratulations on considering a career in product marketing. I "carried a bag" (literally) and it was an invaluable experience. The good news is that you have a ton of useful knowledge: customer needs, your customers' buying groups and personas, their buying process, and more. You probably ha...Read More
977 Views
Linda Sonne-Harrison
Linda Sonne-Harrison
Giant Stride Marketing Group PresidentSeptember 2
I use different templates depending on the company, nature of the product, and relative importance of the launch (see related question on this topic), but the elements I would include: * List of new features, with SHORT descriptions that include functional capabilities as well as business va...Read More
967 Views
Linda Sonne-Harrison
Linda Sonne-Harrison
Giant Stride Marketing Group PresidentSeptember 15
Glad that you're already planning to 1:1's. Taking the time to understand your stakeholders' perspectives is an important first step in building trust. I don't have a standard list of questions. I come in with observations (what I learned prior to engaging with my client or from previous stakehol...Read More
933 Views
Linda Sonne-Harrison
Linda Sonne-Harrison
Giant Stride Marketing Group PresidentJanuary 24
I have found that customers are more willing to share their experiences in win-loss interviews than you might think. The keys are to: * Make it clear that you're not going to sell them. Make sure that the outreach doesn't sound like another outbound email.  * Position yourself as neutrally ...Read More
882 Views
Linda Sonne-Harrison
Linda Sonne-Harrison
Giant Stride Marketing Group PresidentFebruary 13
I'm not sure what "academic" frameworks exist for competitive analysis, but I have worked with dozens of companies and haven't seen a lot of variation in how they approach competitive work. There are three distinct workstreams: 1. Competitive analysis: Building an accurate understanding of how ...Read More
647 Views
Linda Sonne-Harrison
Linda Sonne-Harrison
Giant Stride Marketing Group PresidentSeptember 28
The first step is executive alignment. When I start an engagement with a client, I do a thorough messaging audit including internal stakeholders, customers, and sometimes analysts. I analyze my findings, present them to the key stakeholders, and get their buy-in before beginning the actual messag...Read More
464 Views
Linda Sonne-Harrison
Linda Sonne-Harrison
Giant Stride Marketing Group PresidentSeptember 19
This sounds like a classic case of product family positioning, where you would define a common positioning for what makes Shopify unique across both products. And then absolutely, you would do separate competitive positioning for each product edition based on the needs of the customers it serves ...Read More
413 Views
Linda Sonne-Harrison
Linda Sonne-Harrison
Giant Stride Marketing Group PresidentSeptember 8
Good question! Over my career, I have seen release cycles shrink a lot and fewer and fewer requests for datasheets! My advice: 1. Minimize the number of "sources of truth." If you can get away with just having a web page, do it. If you need printed collateral, what about a piece that explains...Read More
356 Views
Linda Sonne-Harrison
Linda Sonne-Harrison
Giant Stride Marketing Group PresidentSeptember 19
Pricing–and ownership of pricing–is often a loaded topic for companies. My view is that product marketing, not product management, should own pricing. (Of course I am biased because I am a product marketer!) Why? Product management’s primary focus should be on the vision for the product. Product ...Read More
352 Views
Linda Sonne-Harrison
Linda Sonne-Harrison
Giant Stride Marketing Group PresidentAugust 31
There’s no single career path that leads to a product marketing position. In B2B SaaS companies, I have seen successful transitions to product marketing from product management, sales engineering, consulting, corporate marketing, consumer brand management, and customer success. I have also seen f...Read More
342 Views
Credentials & Highlights
President at Giant Stride Marketing Group
Knows About Growth Product Marketing, Product Marketing Soft and Hard Skills, Release Marketing, ...more