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Continue with LinkedInPallavi Vanacharla
Owning the PMM Craft with Pallavi Vanacharla, Head of PMM, IoT at Twilio
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How do we become product marketers? Pallavi shares her extensive background in
marketing and how she’s evolved to lead all marketing functions at a quickly
growing company. She also shares her take on the 80/20 rule, how to structure
your team, and achieve KPI’s. You’ll also hear why she values h...more
Product Marketing • Follow Pallavi
What's the biggest challenge you've ever faced as a product marketing leader and how did you overcome it?
Head of Marketing, IoT at Twilio
Let me answer a slightly different question, the one that does not get asked
often - what are the biggest mistakes you have made and what did you learn from
them?
I have seen many successes in my career, but they were made stronger from the
lessons I learnt (from my mistakes). Here are 3 mistake...more
Product Marketing • Follow Pallavi
What's your best product marketing 30-60-90 day plan to make a big impact at a new company?
Head of Marketing, IoT at Twilio
Here is what has worked for me in the past. This pace below is relevant for
smaller teams/orgs. You can pace this out for larger teams/orgs as needed.
30 DAYS
Goal: Establish credibility and define your goal and priorities
Key tasks:
* Build relationships with key stakeholders and understand...more
How do you coordinate and work cross functionally with the product team to create commonly shared KPIs? Any advice on KPIs tied to product launches?
Head of Marketing, IoT at Twilio
Good question.
I am sure you have heard this statement many times - “PM and PMMs are like two
sides of the same coin”. It’s absolutely true, and work wise I see the roles to
have a Venn diagram. There are things each team leads and drives by themselves
and then there are overlap areas.
The over...more
Product Marketing • Follow Pallavi
How do you retain good talent, especially when PMM role are in such high demand across the industry
Head of Marketing, IoT at Twilio
Let me ask you a question: What are the top 3 reasons people join, stay or leave
companies?
Answer...
1. Company (culture, potential, growth)
2. Job (fit, growth potential and salary)
3. Manager (leadership qualities, chemistry, trust, etc.)
The first is mostly not in your control. You are ...more
Product Marketing • Follow Pallavi
How do you create and reenforce a culture for you product marketing team as you scale it? And what does yours look like?
Head of Marketing, IoT at Twilio
Love it! Excellent question.
I always hire the best, so the usual cultural suspects such as passion, drive,
skills, talent are a given. Beyond those, below is the team culture I like to
create, which frankly are applicable to any function. But, at the end, I will
provide some cultural traits tha...more
What's the most reliable way to measure performance of intangible sales enablement (such as training, objection handling, trap setting)?
Head of Marketing, IoT at Twilio
Not everything we do is measurable and this is especially true for PMMs.
Unless there is a compelling reason to measure every aspect of sales enablement,
I would not suggest you do so.
But if you must, then for most things, a simple survey to the sales org is best.
Ask them how useful a ...more
Product Marketing • Follow Pallavi
What are good OKRs for product marketing
Head of Marketing, IoT at Twilio
The short answer is it depends. Let me explain...
A product marketer, in my opinion, is like the CEO of a product. And just like a
CEO, has to do whatever it takes to make the company (in this case product)
successful. Hence, she/he should be measured on what is relevant and what
matters in t...more
Product Marketing • Follow Pallavi
How do you make the jump from senior manager to director level in product marketing?
Head of Marketing, IoT at Twilio
Promotions! A topic that's on everyone's mind. 😄
If you are just interested in the title, you can move to a smaller company and
get the title today. Nothing wrong with it, go for it! And in fact, it may help
you gain more experience/skills as well.
If you are interested in moving up the ladder ...more