Priya Patel

Vice President, Product Marketing, TripActions

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How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?

Priya Patel

TripActions Vice President, Product Marketing • March 17

As the driver of the overall success of a launch, typically the PMM is responsible for the overall metrics around a launch. These can drill down into KPI categories like: Sales (ARR), Product (adoption or engagement), PR/Comms (coverage), Social (likes, new followers, engagement), Web (traffic, d......Read More

1351 Views

What type of customer research do you do pre-launch to help you have a great product launch?

Priya Patel

TripActions Vice President, Product Marketing • March 17

Customer research is so critical to the success of a launch and the extent of it will depend on the size and scope of the launch. At a minimum, you'll want to do customer interviews to understand: - The customer problem - The value the product will deliver - Who your target segment(s) and persona......Read More

1265 Views

How do you increase the Product Marketing function's ability to be a more strategic player in the company and not just the launch arm of the feature factory?

Priya Patel

TripActions Vice President, Product Marketing • March 16

This is a great question. The key here is to get involved early - in roadmap planning and product strategy - so that your role extends beyond reactively launching features. If you're at a B2B company, this means you'll want to get to know the market and your target audience really well so you can......Read More

1062 Views

How can I make it easier for my team and stakeholders to work with me on the marketing launch timeline when engineering releases are sometimes delayed?

Priya Patel

TripActions Vice President, Product Marketing • March 16

I've never worked anywhere where releases don't get delayed - delays happen. The best you can do is to stay in as close communication with your key stakeholders as possible - informing them of updates in real-time. You won't lose trust with your team if you're open and honest: put a stake in the ......Read More

778 Views

What drives the decision to have product change communications on a monthly cadence vs when the changes go live? Or a hybrid? e.g. "January roundup" vs "Faster search is here 🎉"

Priya Patel

TripActions Vice President, Product Marketing • March 16

I've worked at companies with different philosophies on this. The main benefit of a monthly or other regular cadence is predictability - i.e., everyone in your organization is aware of launch timelines and can plan accordingly. Customers always know when to expect product comms. But a con is that......Read More

698 Views

How do you balance launch communications with an ever-changing roadmap?

Priya Patel

TripActions Vice President, Product Marketing • March 17

At fast-moving startups, the product roadmap is often fluid. When you're facing a decision about whether to push out a launch or even deprioritize a launch, let the customer be your guide. Think about what features and capabilities they care about most, and prioritize your launches based on this.......Read More

579 Views

I want to know how to get my product team to support efforts outline the desired product benefits, so we can discuss a marketing plan earlier in the process. I'd also like advice on how to let them know, in as kind a way as possible, that some improvements/repairs should probably not be launched because it's the natural progression of our product's capabilities.

Priya Patel

TripActions Vice President, Product Marketing • March 17

I'll start with the first question around working with your PM team to get a sense of what's launching and product benefits. If your product team does not already do this, definitely work with them to see if they can develop a PRD or some form of product documentation that outlines the problem th......Read More

530 Views

Priya Patel

TripActions Vice President, Product Marketing

Pivoting in the Pandemic with TripActions' Vice President, Product Marketing, Priya Patel

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Credentials & Highlights

Vice President, Product Marketing at TripActions