Lindsey Weinig

I love the power of a new perspective. I recommend an inspect, reflect, then suggest approach. Taking time to gather information from and form relationships with teams you support including product, sales, sales enablement/programs, marketing, as well as peers at your level will help you gauge your role's expectations and the business needs. Learning priorities, measures/OKRs/KPIs, recent learnings, challenges, and opportunities from these teams will help inform a perspective that will drive you ...Read More

I don't know about you, but I'm drained from an all-digital environment and love when people add some creativity to their internal enablement. Come up with a tagline, a theme, or some other creative thread you can tie all of the internal activities around. Since it's for internal audiences you can usually have a bit more of a leash without having to stay as aligned with voice and tone for the company brand. For example, years ago SendGrid launched support for handlebars syntax in our email templ ...Read More

Best case, I partner with the product team to define the core KPI(s) for a product launch. Often product adoption is the goal of the launch, but sometimes a product is launched with other intentions like decreasing churn or increasing revenue through other product/feature adoption. Depending on the nature of the product, KPIs may include new signups for free trials, paid upgrades, add-on purchases/total value, NPS, or active users of the new product that was launched. I also like to measure KPIs ...Read More

Building strong messaging, aligned across executives and stakeholders can be done using 3 key tactics. First, include and cite trusted datapoints, both qualitative and quantitative, from third party sources as well as directly from your target audience/customers. Second, enlist input from trusted experts in your field. Analyst briefings have been enlightening in my experience and documenting their feedback as a source helps reinforce the market perspective. And finally, face the feedback from ke ...Read More

Each role, level, and business requires a some nuance for product marketing hiring, but I generally focus on a few key characteristics. First, successful PMMs need to be able to prioritize in complex environments. Through ambiguity, constant change, and conflicting stakeholder pressures, effective PMMs have some sort of framework they use to weigh and decide rapidly what they should focus on and what goes in the backlog. Second, PMMs need to be influencial communicators. They need to build stron ...Read More

This is tricky. It's very important to build alignment across team with shared KPIs at a high level, (including product revenue or conversion rates), while also identifying KPIs that are more directly within Product Marketing control (like pipe generation, or MQLs). Having these higher altitude shared goals are valuable because they ensure that all teams are taking ownership of getting to the end result, driving collaboration across teams and through all of the steps to get there from Marketing, ...Read More

As a Product Marketer, there are a couple considerations for internal launch and enablement that help guide the process, assets and activities including, product readiness stage (Pilot, Beta, GA), and launch size (T-shirt sized). First, we usually take ownership over launch activities when the product has reached a Beta stage. We partner with the product team to stay informed through the earlier product readiness stages to ensure we deeply understand the problem, target, and solution details. We ...Read More

For a launch of any significant size, the most valuable action on my checklist is a post-launch retro. You will always want to measure KPIs and ensure positioning is accurate, but the retro is often overlooked. A well-run retrospective can uncover meaningful insights to both improve the recent launch success as well as avoid unnecessary challenges and uncover new opportunities in future launches. It also builds partnerships across teams reinforcing the value of the key stakeholders involved in t ...Read More