Linda Sonne-Harrison

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 value. What someone would say conversationally if they had to describe what’s new and explain why a customer should care. Elevator pitch/ buyer personas, if different from before Use cases Demo script/ screenshot ...Read More

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 have some true empathy for customer pains that your product can solve. Skills that you may need to build up: - Writing. Lots of it. - Critical thinking and analytical skills. Product marketers have to see bey ...Read More

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 stakeholder converations) and ask both closed- and open-ended questions. Examples: "This message is for CMOs, but traditionally you have sold to product managers. What are the things your sales team will need to ...Read More

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: Competitive analysis: Building an accurate understanding of how you compare to your competitors. This involves identifying the key capabilities required by your buyers (and important to their buying decisions) and doing research to analyze how you and your competitors sta ...Read More

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 as possible. The purpose is to help improve the product, more than improving marketing or sales. (That information will come anyway if you ask the right questions.)  Respect their time. Ask for 20-30 minutes (depe ...Read More

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 messaging process. It's also important to note that some of these key stakeholders don't know what positioning and messaging are. They may not care. You'll need to educate them. Positioning is how your product ...Read More

Hi, I have found that sources of competitive insights differ quite a bit from market category to market category. It's looking at the totality of information - what you find publicly, win-loss data, information from customers or analysts, etc. - that is the path to insights.  I don't use a "framework" to get clarity on the competitive position but look at: - What matters to customers?  - What does my product have that other products don't? - Where is my product particularly strong?  For a visual ...Read More

I wouldn't look at asking "mandatory" questions but rather asking them what their vision is for the product marketing function and coming to a mutual understanding of what product marketing does and doesn't do. I'd guide the discussion with a visual and/ or data (a couple of useful links below). Agree on a 30-60-90 day plan and success metrics. Agreeing on positioning and messaging should be a top priority. Leave with a process and hopefully time set up for your first discussion.  Gartner eBook ...Read More

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 failed transitions from all of these roles. Regardless of your prior work experience, I think a successful product marketer will need to exhibit all of these skills: An interest and ability to understand ...Read More