Tactically, we hold our campaign tracking open for 6 months from the launch date
to track any direct inquiries a launch was responsible for as well as any
opportunities it might influence in a small touch way.
If my primary goals is revenue generation, I’m very interested in the direct
In my mind, enablement of internal teams is one of the most important thing you
can do when it comes to repositioning or changing GTM strategy, including making
it simple and effective to deliver on.
We are currently in the process of this with one of our products and audiences
right now. Chan...more
I don’t know if it’s my ‘favorite’ launch but one launch that someone on my team
recently did was around some exciting automations within our product.
What makes a launch exciting for me isn’t the types of activities we do, or how
much cross-functional collaboration there is, or whether we cam...more
As always, the answer is probably “it depends” as it really does depend on what
the goal of your launch is. For example, are you trying to drive awareness of a
feature? Adoption? Expansion sales?
Once you’ve determined the goal of a launch, the KPIs should be relatively
straightforward from th...more
Yes - we definitely have a framework! It is based off of our launch tiers (which
I touched upon above). Essentially, we have 4 launch tiers, and each tier has a
corresponding set of activities that we’d “light up” if a feature / product is
determined to fall into that tier. You can think of the t...more
Like many marketing organizations, we utilized a tiering structure to determine
the priority of product releases as well as level of effort.
In general, I’m always looking to link our impact directly to revenue (new logo
or expansion) first and foremost. As a result, for us, “Tier 1” launches ...more
Next Phase Growth Beyond Zero to One with Qualia’s Head of Product & Partner Marketing, Priyanka Srinivasan
In this week’s season finale, we are featuring Priyanka who leads PMM at Qualia.
Qualia is a company whose mission is to transform and improve real estate
transactions. Real estate is a new industry for Priyanka, so tune in to hear how
to learn a new space and make a jump into a new domain. You’l...more
This is a great question. I'd say this becomes even more complex / challenging
if you have not only mulitple products, but also multiple audiences, which we
One way to think about this is in the context of your website, which is one of
the key ways you display all of your products and offer...more
In my view, the whole point of messaging guides is that they are shared as
widely and as openly in your organization as possible. We actually keep a
"launch tracker" document (google sheets file) that has the latest on every
launch we're planning. This document is publicly available and very wide...more
At the end of the day, Product Marketing owns messaging, and there should be
general alignment around that. I think that's a really important place to start
because literally everyone has an opinion or point of view on messaging, but
someone ultimately gets to 'own' it. If in your organization, t...more