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Monty Wolper

Executive Director, Head of Product Marketing, The New York Times

About

Previously at Dropbox, Squarespace, Vimeo, Intel

Content

How do you develop a voice of customer (VOC) program when there is only an ad-hoc feedback process in place?

Monty Wolper

The New York Times Executive Director, Head of Product Marketing • February 16

A strong VOC program has the potential to illuminate customer priorities before they become challenges, so consistency and accessibility are key. A few suggestions: * Dedicate a certain amount of your team’s time to this program, even if it’s as simple as committing to 1 customer interview o......Read More

2461 Views

How do you influence product roadmap as a product marketer.

Monty Wolper

The New York Times Executive Director, Head of Product Marketing • February 16

The first step here is often the most easily overlooked: understand the product team’s goals, so you can figure out how to position and prioritize your projects in a mutually beneficial way. Secondly, you’ll want to level set on the company strategy before honing in on the product roadmap in a pa......Read More

760 Views

What criteria is evaluated before determining if a request or idea is submitted to product? When it is submitted, what is the prioritization process?

Monty Wolper

The New York Times Executive Director, Head of Product Marketing • February 16

When evaluating what products to prioritize, you’ll want to consider several factors: 1. Mission Alignment: Does this addition to the product portfolio support the company’s mission, and what you’re trying to accomplish? 2. Opportunity Size: What’s the TAM? Will this product expand the add......Read More

723 Views

How do product marketers lead a product launch when roadmaps and priorities are constantly changing?

Monty Wolper

The New York Times Executive Director, Head of Product Marketing • February 16

While the impact of shifts in company strategy and product roadmaps can materialize in similar ways day-to-day, the altitude at which they need to be addressed differs. In both cases, however, you’ll need to understand what’s at the root of the change. Most companies I’ve worked at set long-term ......Read More

505 Views

In terms of empowering your sales and success teams to get customers and prospects excited about upcoming features, how do you help them present the roadmap? Does product marketing create a roadmap deck that then gets shared out to the team?

Monty Wolper

The New York Times Executive Director, Head of Product Marketing • February 16

Ideally, any roadmap shared with your sales team would be owned and presented by PMM. The sales team doesn’t just need to understand when a product will be released, but when they’ll be enabled to sell it effectively. PMMs can leverage release timelines to craft a market-ready roadmap based on th......Read More

499 Views

With respect to mergers and acquisitions, what are the steps and priorities you take to integrate the newly acquired product into your overall product marketing strategy?

Monty Wolper

The New York Times Executive Director, Head of Product Marketing • February 16

I’m so glad to have been asked this question, because I’ve been fortunate enough to lead teams through acquisitions at almost every company I’ve worked at. In order to effectively integrate the newly acquired company into yours, you’ll need to understand what drove the acquisition: was it a strat......Read More

478 Views

When do you stop iterating on messaging? How often should you revisit it?

Monty Wolper

The New York Times Executive Director, Head of Product Marketing • October 25

The simple answer is never, but let’s talk about what this means in practical terms. The cadence at which you revisit your messaging varies case by case. How quickly is your product evolving? How crowded is the space in which you operate? Are competitors closing the gap between their product and ......Read More

470 Views

How do you think about features, advantages and benefits in the context of messaging?

Monty Wolper

The New York Times Executive Director, Head of Product Marketing • October 25

Lead with the why. Your messaging framework should be rooted in the positioning statement, which speaks to the problem you’re trying to solve, who you’re solving it for, how you’re solving it, and why you’re uniquely positioned to do so. Once you’re clear on that, you can summarize it in custome......Read More

469 Views

How do you create a feedback loop with customers and target audience to ensure that your messaging is hitting home?

Monty Wolper

The New York Times Executive Director, Head of Product Marketing • October 25

Feedback loops across various sources allow PMMs to learn what works, what doesn’t, and where we need to improve our message so it “hits home.” Continue leveraging the aforementioned qualitative and quantitative methods for message testing as channels for ongoing feedback collection as well. I’d ......Read More

467 Views

How do you define what the difference is between positioning and messaging? And when have you used either?

Monty Wolper

The New York Times Executive Director, Head of Product Marketing • October 25

Positioning and messaging are different, but tightly intertwined. There hasn’t been a time where I’ve done one without the other. Positioning statements are an internal framework used to identify what’s unique about a product. As the name suggests, this informs how a product is positioned and the......Read More

463 Views

Credentials & Highlights

Executive Director, Head of Product Marketing at The New York Times