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Mary Sheehan
Head of Lightroom Product Marketing, Adobe
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Mary Sheehan
Adobe Head of Lightroom Product Marketing • January 17
For each "Tier 1" launch, I typically create: * A GTM checklist (which is your Bible, includes metrics, links, as well as key drivers of the project) * A launch brief to share with creative in-house teams or agencies * A product communication doc with specs of the feature and any talking......Read More
6621 Views
Mary Sheehan
Adobe Head of Lightroom Product Marketing • January 18
The best way to start with a GTM strategy is to assess your strategic readiness before building out the plan. For example, do you know the audience you are targeting, the positioning, the packaging and pricing? Have you assembled your core internal GTM team? Have you established the key goals and......Read More
6267 Views
Mary Sheehan
Adobe Head of Lightroom Product Marketing • January 17
Ultimately I think that every launch should have one "north-star" goal and cascading KPIs, and you might see that varies by launch. For example, your north-star could be increasing Annual Recurring Revenue (ARR), increasing customer Monthly Active Use (MAU), or increasing net new customers. Once ......Read More
5300 Views
Mary Sheehan
Adobe Head of Lightroom Product Marketing • January 17
Post-launch momentum, what I call "Rolling Thunder," is one of my favorite topics! I think a lot of times people throw in their hats when the launch moment is done, but this is really when it's just beginning. A good strategy is to take some of the "core" assets you've created for the launch (e.g......Read More
4641 Views
Mary Sheehan
Adobe Head of Lightroom Product Marketing • July 13
* Practice some basic questions you will get using the STAR method (The STAR method is a structured manner of responding to a behavioral-based interview question by discussing the specific situation, task, action, and result of the situation you are describing) * Do you have a pr......Read More
4127 Views
Mary Sheehan
Adobe Head of Lightroom Product Marketing • September 14
Once you’ve interviewed and/ or surveyed your customers, prospects, and churned customers - it’s time to put the personas into a digestible format. I recommend Google slides (or PPT, if that’s your jam) and hosting them on a central resource so all teams can use them. For example, at last night’s......Read More
4045 Views
Mary Sheehan
Adobe Head of Lightroom Product Marketing • July 13
Thinking back to the best PMMs I’ve worked with over the years – here are some things that make a stellar PMM: * Super organized with project management experience * Scrappy and able to try new things with a limited budget * Great collaborators * Able to lead and influence without “author......Read More
3818 Views
Mary Sheehan
Adobe Head of Lightroom Product Marketing • January 17
Ideally, before a launch, you have worked hand-in-hand with the product team to understand who the product is for, and what product it solves. But if you are coming into a situation where this is not defined, here are some ways to approach it: * Ask the "dumb" questions to your product and eng......Read More
3474 Views
Mary Sheehan
Adobe Head of Lightroom Product Marketing • July 13
Tell them about one! Just like any interview question, break it down into its components and relate your story. Start by explaining the product you launched, its purpose, and how it fulfilled a need in the market. Describe the process of planning and executing this launch - from ideation to execu......Read More
3458 Views
Mary Sheehan
Adobe Head of Lightroom Product Marketing • September 14
Great question. When creating buyer personas, you’re ideally using data from current, prospective, and churned customers to create archetypes of your buyers. The goal is to understand more about your customers, design better products, create better marketing programs, and arm your sales team with......Read More
3272 Views
Credentials & Highlights
Head of Lightroom Product Marketing at Adobe
Formerly Google, AdRoll
Product Marketing AMA Contributor
Lives In San Rafael, CA
Knows About Analyst Relations, Establishing Product Marketing, Release Marketing, Competitive Pos......more