Lindsay (Saran) Gatta

I would really advise you to implement a tiering structure to help with prioritization of potential impact against your team's resources so that you get the rest of the organization on board to understand how/why your team allocates its time. With 3 tiers, you can think about it this way: Tier 1: High-priority launches (e.g., major new products or features with significant revenue impact or high visibility). These often receive full cross-functional support, large budgets, and holistic campaigns ...Read More

I like to use the Care-Do-Impact framework for materials like this. So why should the customer care, what should do they do about it, what is the expected impact they should have if they take the recommended action. That will help the sellers make this case study more action-oriented too. So with the materials you have, think about leading with the strongest customer quote. And closing with the strongest stat. You can always do an additional appendix with the secondary quotes and stats to show i ...Read More

Here are some I like: -What's good product you believe is marketed poorly? -What's a product you believe is not a market category leader but is because of its marketing? -Tell me about the last time you promoted someone on your team. What was that process like? -What inspired you to pursue a career in product marketing? What do you think is unique about product marketing than other types of marketing? -This is not a personal favorite but I always get it personally: Tell me about a time when you ...Read More

I've had the pleasure of working across both and there are some key differences I'd take into account if you have the opportunity to pick a lane: -B2B planning cycles are a bit more predictable than B2C ones- i.e. you have a good sense for what the key buying patterns might look like for your product/service, what the key events that reach that audience are and when they happen, etc. I personally found there isn't a ton of reactive planning in the B2B world unless there is a massive competitor s ...Read More

Yes—but only partially. While sales feedback is valuable, relying on it exclusively can lead to a narrow or skewed perspective. Sales teams can have recency bias and/or prioritize content that addresses their immediate pipeline needs, and while that's important, it doesn’t always align with broader trends or scalable messaging needs across verticals. From a marketing perspective, it’s always more effective to combine sales input with larger sample sizes and behavioral insights gathered through r ...Read More

I would ask about a few things:-What types of marketing decisions do the founders want to be involved with? What types of decisions are they comfortable giving you autonomy to run? -What is your budgeting process? Are the founders involved in that? -Has the founder worked with a product marketer before? What did and didn't go well in their working relationship? Can you talk to that person? -How does your founder(s) define product marketing? -(If more than 1 founder), what types of approvals and ...Read More

Doing market intelligence work can be very detail-oriented both in the research and analysis phase as well as the synthesis and share-out phase, so there are a few frameworks I like to help simplify the output of that work. I use the WIN framework for battle-cards when honing in on one competitor, comparing it to my product/service. Each battle-card should cover: What they do (overview, strengths) Implications for us (where they beat us, where we win) Narrative (how to position against them) I a ...Read More

Keep in mind - pending your product/service, pricing intelligence is difficult to get 100% accurate, so my goal is to establish ranges and relative positioning (e.g., “Competitor A prices ~20% higher for mid-market plans”) rather than chase down exact figures.With that said, here's a process I use:1. Start with publicly available info.I begin with desk research — competitor websites, pricing pages, case studies, press releases, and analyst reports. Even when prices aren’t listed, you can often i ...Read More