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 ...

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 ...

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 sta...

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 approac...

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...

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...

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 ab...

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 f...

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 mana...

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 wha...