Nikhil Balaraman
Senior Director Product Marketing, Roofstock
Content
Nikhil Balaraman
Roofstock Senior Director Product Marketing • January 5
* Short answer: build the framework, but allow people to be creative. Don’t micro-manage every single email. But maybe run some audits and always be close with the SDR leaders, and get a good understanding for why they are getting rejected/hearing no. * Long answer: * PMM, and......Read More
1482 Views
Nikhil Balaraman
Roofstock Senior Director Product Marketing • January 5
* Generally, product marketers and sales enablement should work hand-in-hand as they are some of the most cross-functional roles in any organization. Because of their cross-functional nature, these roles need to be closely connected in order to coordinate messaging, launches, new asset ......Read More
1234 Views
Nikhil Balaraman
Roofstock Senior Director Product Marketing • March 21
I think the mistake here is making it too long. I’d suggest an inverse triangle approach, and keep it short depending on the length and purpose of your briefing, probably no more than 5-10 slides. My typical lay out is: 1. Company slide (founded in, team, key logos, etc) 2. Market context (TAM......Read More
1091 Views
Nikhil Balaraman
Roofstock Senior Director Product Marketing • January 5
* There are 2 main ways of tracking for success: Consumption Metrics and Outcome Metrics * Consumption metrics -- these metrics should be shared/co-owned amongst Enablement, PMM, and Content teams * Content views * Collateral usage * Quiz scores (used as an Ena......Read More
1063 Views
Nikhil Balaraman
Roofstock Senior Director Product Marketing • January 5
* Instead of focusing on the features, start with the use case -- why are we launching this we sub-product? What problem does it solve for our key personas or existing customers? Do we have examples of users adopting this product? * Once you have an understanding for how/why people are......Read More
1058 Views
Nikhil Balaraman
Roofstock Senior Director Product Marketing • January 5
* At a high-level the goal is likely to make sellers more productive in some sense. Probably by making them more effective or more efficient. Let’s just call this “go-to-market readiness” as this is typically a key pillar of any sales enablement team. * GTM readiness is likely the succ......Read More
1051 Views
Nikhil Balaraman
Roofstock Senior Director Product Marketing • January 5
* It's going to be hard in the early days becuase you'll have a lot to do, and the partner channel probably is non-existant until ~20m or so in ARR. If you're selling into regulated industries this might vary/be sooner, but your main focus should be on enabling your internal teams. * G......Read More
987 Views
Nikhil Balaraman
Roofstock Senior Director Product Marketing • January 5
* I actually came to PMM from an SE role/background and would highly recommend people who are in technical roles consider PMM! The best part about this transition is that you're already trained on how to be an expert on the product, and how to best address and identify customer pain poi......Read More
956 Views
Nikhil Balaraman
Roofstock Senior Director Product Marketing • January 5
The chasm framework makes it seem like there's just one magic gap that needs to be jumped across, and then you can just set your sales and marketing efforts to autopilot and go on an indefinite vacation. For some companies that may be true...Zoom definitely had an exogenous force push them across......Read More
932 Views
Nikhil Balaraman
Roofstock Senior Director Product Marketing • January 5
* By understanding how deals work from beginning to end. Get to know the SDRs. What research do they do before starting a sequence? How does a meeting get set? Sit in on first calls. Is a first call all discovery or all demo? What follow ups get sent? And so on and so forth including un......Read More
930 Views
Credentials & Highlights
Senior Director Product Marketing at Roofstock
Lives In San Francisco, California
Knows About Competitive Positioning, Analyst Relations, Category Creation, Product Launches, Prod......more