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Morgan (Molnar) Lehmann
Senior Director, Head of Product & Solutions Marketing, SurveyMonkey
About
Morgan leads product marketing, solutions marketing, and customer advocacy at SurveyMonkey. She began her career at Nielsen, consulting for Procter & Gamble on marketing insights. After various B2C and B2B research consulting roles, she discovered......more
Content
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • March 23
We just went through this exercise at Momentive, focusing specifically on building buyer persona "packs" – a collection of materials to help our broader organization understand our target personas. Depending on your project timeline, you'll likely want to conduct a blend of primary and secondary ......Read More
2515 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
It's been a while since we've had an integrated marketing function at Momentive, but here's how I'd envision this working: Product marketing owns: - Buyer persona research, development, and enablement - Product messaging/positioning - Go-to-market strategy (e.g. by persona, industry) - Pro......Read More
1470 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • July 12
We JUST revamped our GTM framework & process at Momentive and you're in luck - I drove this process at the company & am coming off the project pretty fresh. Ultimately, product marketing should own the go-to-market launch framework and process. So you or someone on your team should be a driver......Read More
1336 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
Category creation (or making the decision to join an existing category) should be a joint effort between brand and product marketing leadership (and sometimes comms leadership), with an ultimate approver in the C-suite, either the CMO or CEO. Here are some of the things that brand and product......Read More
1162 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • July 12
For almost every feature launch, you have to evaluate the amount of market- and customer-facing activities it makes sense to do. For features that don't warrant a market launch (i.e. they aren't a differentiator, don't support a strategic partnership, or open up opportunities for new business) bu......Read More
1121 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • July 12
As part of our GTM launch framework & process roll out, we created a GTM strategy & execution plan templates that correspond with different market launch & customer impact tiers. If you nail the GTM strategy, the plan will fall into place if you have the foundational framework. Here are some o......Read More
1096 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
There are 3 main areas where I've seen product marketing get involved in brand strategy: 1) Brand category definition: (see my other answer on how PMM & Brand would collaborate on category creation/evaluation) 2) Brand/product architecture: When you have a portfolio of offerings and multipl......Read More
1080 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
When business is humming along and you're planning out your roadmap for product enhancements or new features, the brand story won't play a huge role in the product roadmap. Of course, you'll want to make sure features continue to reinforce your key value props, but that can all be spun as part of......Read More
907 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
At Momentive, Brand and Product Marketing are closely aligned, and collaborate on many initiatives. Here are some examples: * Brand<>Product messaging: For brand messaging, PMM will consult on things like the category, brand-level value propositions, and connecting the brand narrative to ......Read More
857 Views
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 19
Ohhhh man, I've been here! I cringe thinking back to when I would help sales reps customize individual sales decks. Never again! I started to break free of this first by only saying 'yes' to requests that could help the ENTIRE team. For example, if there was a request for a slide that made sen......Read More
823 Views
Credentials & Highlights
Senior Director, Head of Product & Solutions Marketing at SurveyMonkey
Formerly SurveyMonkey, Nielsen
Product Marketing AMA Contributor
Lives In Redwood City, CA
Knows About Building a Product Marketing Team, Customer Research, Enterprise Product Marketing, E......more