Mary Margaret

I don't think of it as a hierarchy, but more of a messaging map that focuses on the end audience (whether that is an exec or an end user) and their specific pain points.  One way to do that ladder is to break it down by differentiation/value and audience. So what are the core pillars of your p...more

My answer depends on the content and size of the team. Ideally:  A lot of the ones listed--help articles, knowledge base, how-to, FAQs---should likely live with a technical writing team.  On product videos, that should ideally be a partnership between the product (and product design team) and...more

1. Take the time to understand their needs and paint points 2. Work with Sales leadership on a plan for rep adoption: align on the resourcing, rollout, measurement, and expectations 3. Partner closely with reps and the sales enablement team (if there is a focused one) to define and refine the c...more

It really depends on the size of the marketing team and the level of specialization across the teams: Are there channel/audience owners? Is there a Solutions Marketing team? Product Marketing will always own the content and foundational assets that need product subject matter expertise.  In te...more

Easy: approach the effort strategically.  Be clear on the why, what, and how.  1. Start with the goals.  2. Get clear on the jobs to be done.  3. Ladder the tactics up to those.  4. Make sure the corresponding metrics/KPIs of 2 and 3 ladder up to 1 5. Communicate your sales enablement a...more

If you are one person it is all about ruthless prioritization. That is the one thing that will make or break you and your efforts.  Through feedback from the team and from any data you might have, zero in on the core competitors (and restrict that number based on your bandwidth) that are going...more

This is a meaty question with answers that don't fit neatly in this rectangular box, but will try! First, make sure you are telling a story: Are you clear on who you are serving? Are you clear on the pain points to be solved? What is the change in the world that has caused those pains? How do ...more

There should be involvement when it comes to alignment on the year's go-to-market strategy and any refreshed or new product positioning.  Because it is the one opportunity to set the tone and focus of the year, product marketing should view it as the time to rollout any new strategies (campaig...more

It's really mainly two primary questions for reps when it comes to content requests:  -What problem are they trying to solve?  -Who is the audience?  -What is the distribution and adoption plan?  ...maybe a 4th, depending on the answers to the above, is if there are examples they can point yo...more

The important word in this question is "global"---the challenges of scaling enablement efforts across the world are primarily across 3 buckets:  -language: scaling localization of core assets and training -insights: scaling understanding of regional markets so that nuance informs the approach t...more