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Mandy Schafer

Director of Product Marketing, Mastercard

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What are good OKRs for product marketing?

Mandy Schafer

Mastercard Director of Product Marketing • June 15

In general, product marketing OKRs can become quite vague and hard to measure. However, the product marketing OKRs I’ve seen that are easier to measure are: 1) Successful and ontime product launches. This means the product launch was able to happen on time with all cross functional teams trained ......Read More

5416 Views

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

Mandy Schafer

Mastercard Director of Product Marketing • June 15

I'm going to talk about my experience at really early stage companies, at this point, everyone is doing everything, so the priority is to create some strcuture to help every get aligned on the same goals. When I’ve been the first Product Marketer, or only one establishing the PMM function the fir......Read More

961 Views

What does your product marketing team do differently when executing on an account based marketing strategy compared to traditional marketing?

Mandy Schafer

Mastercard Director of Product Marketing • June 15

ABM is near and dear to my heart as I was in the middle of the tornado that spun up the term ABM during my time at Demandbase. As the PMM there at the time, we not only defined what ABM was, but also had to execute on it as well. Based on what we preached, when building out an ABM based strategy,......Read More

758 Views

How does PMM at Miro work with Product before they decide what to build next? Is there an opportunity proposal phase where PMM and PM work together?

Mandy Schafer

Mastercard Director of Product Marketing • July 14

Similar to most of the other companies I've been at, we do quarterly OKR planning with the Product, Engineering and Design teams. Miro has become more and more Enterprise driven, and as a result, much of what we build is a combination of features that help us become more Enterprise ready (securit......Read More

606 Views

What are the key differences between enterprise PMM and mid-market?

Mandy Schafer

Mastercard Director of Product Marketing • June 15

Enterprise Product marketers really need to be able to understand the long, and complex sales cycles that Enterprise deals take. In addition, they need to understand all the additional nuances that come with large companies. Larger companies are generally public, and have to adhere to many more r......Read More

571 Views

How do I measure sales enablement success?

Mandy Schafer

Mastercard Director of Product Marketing • June 15

Create a quiz or set up role playing for your sales team on their understanding of the product features, capabilities and messaging. When you set aside time to observe how your sales teams are understanding and consuming your sales enablement, you create a better relationship with the team, and k......Read More

486 Views

Where can PMM provide the most lift in the enterprise sales motion?

Mandy Schafer

Mastercard Director of Product Marketing • June 15

PMMs are the most important when it comes to being able to simplify what the product has built and clearly describe what it does and why it’s important. Sales teams are constantly being bombarded with new features that product teams have built, you can’t feed every single feature separately for s......Read More

434 Views

What are the key traits you look for in hiring enterprise PMMs?

Mandy Schafer

Mastercard Director of Product Marketing • June 15

Great question! I generally look for folks that have a bit more of a technical background or have worked with products that are a bit more technical in nature. Specifically I’m not looking for them to be technical, but I want them to understand when they need help, and when to turn to a sales eng......Read More

402 Views

What kinds of market research do you do to help shape the roadmap? And more tactically, what format do you share your analysis?

Mandy Schafer

Mastercard Director of Product Marketing • July 14

I work closely with analytic and strategy experts at our company to perform the market research required. At the end of the day, I'm a PMM, not a trained data scientist, nor a researchers, our jobs as PMMs is to help shape the the research, to ensure we ask the right questions, and leverage the r......Read More

387 Views

In what ways to you see (or recommend) product marketers build trust with their XFN partners?

Mandy Schafer

Mastercard Director of Product Marketing • June 15

This happens a lot, and a lot of times it’s because PMM wasn’t established when the company started shipping products and became successful without the help of a PMM function. The key is to really help the PM’s understand the true value of PMM and that we are able to take a lot of the work th......Read More

355 Views

Credentials & Highlights

Director of Product Marketing at Mastercard