Already a Sharebird user?
Continue with LinkedIn

Mike Alwais

Director, Product Marketing,
Mike Alwais
Director, Product Marketing, Vertafore
Product MarketingFollow Mike
What do the day-to-day responsibilities of the role look like for product marketers on your team?
Director, Product Marketing at Vertafore
Day to day varies a lot. On any given day, we can work on launch messaging, product collateral, buyer interviews, sales enablement content, demand generation content, major event support and so on. It’s a fast paced environment and while major priorities don’t change that often, we are always loo...more
Product MarketingFollow Mike
What makes a good product marketer on your team?
Director, Product Marketing at Vertafore
For us, the key to product marketing is deep understanding of our customers and the market they work in. We work in a single industry, so we have to deeply understand what their problems and challenges are, how we help them, and how our approach is differentiated. We are in a fairly mature space,...more
Product MarketingFollow Mike
What are the company and team values? What characteristics do you look for in product marketers in order to represent those values?
Director, Product Marketing at Vertafore
Our company has 6 very important values and the team takes these to heart. Bias to Action - we're united by an innate drive to take action and make a difference in the technology and insurance spaces. Win Together - we work together as one team, showing empathy and respect along the way. Show Up ...more
Product MarketingFollow Mike
Which other teams do product marketers work closest with at your company?
Director, Product Marketing at Vertafore
There are two teams we work with very closely. We work with product management and have fixed alignments so that an individual product marketer can develop relationships with a product team and experience with a set of products. We also work very closely with demand generation on the marketing te...more
Product MarketingFollow Mike
What does your org structure & size of the team look like?
Director, Product Marketing at Vertafore
Product marketing lives in the marketing organization, reporting to the CMO. We are divided into two teams each managed by a director and each supporting three product organizations. Marketing itself includes brand and communications, demand generation, events, sales enablement and product market...more
Product MarketingFollow Mike
What does the interview process look like for product marketing roles?
Director, Product Marketing at Vertafore
We don’t see very many experienced product marketing candidates. Typically we are speaking to early stage candidates with general marketing experience. As a result, we are trying to determine familiarity and aptitude. We like to discuss understanding buyer personas and how to use them, value prop...more
Product MarketingFollow Mike
What are your plans for expanding the team?
Director, Product Marketing at Vertafore
In the COVID environment, we are not expanding right now. We need to understand how our product positioning and product portfolio will change as things begin to normalize. A single product marketer supports many product managers, so as the product teams grow in their appreciation of product marke...more
Product MarketingFollow Mike
What do you see as the most challenging aspect of being a product marketer at your company?
Director, Product Marketing at Vertafore
Product marketers must work to create interlock and alignment with their product team counterparts. In many cases, our buyers and users are different. Our product managers have a strong understanding of user needs, but we balance between the needs and solutions that speak to buyers and users. Und...more
Product MarketingFollow Mike
Are there opportunities for professional development as a product marketer on your team? If so, what do those look like?
Director, Product Marketing at Vertafore
We have a small team, but we have a career path for product marketers to gain skills and seniority within the team. The company invests in continuing education, Linked In Learning, and industry education to develop more expertise. However the company also provides opportunities to move to other t...more
Product MarketingFollow Mike
What does success look like as a product marketer at your company, and how do you measure it?
Director, Product Marketing at Vertafore
We view product marketing success in the context of larger company goals. The main categories we measure are product launch success and overall marketing success. Each product has launch goals and we contribute to successful launches. Overall marketing success includes revenue pipeline contributi...more