Profile
Rachel Cheyfitz

Rachel Cheyfitz

Head of Product Marketing and Documentation, Coro
About
I'm an experienced leader in strategic Product Marketing and product documentation, having built teams and infrastructures from the ground up. I believe that Product Marketing is the meeting point between in- and outbound activities and it's our j...more

Content

Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and DocumentationSeptember 8
I'm strongly against tests except for under very certain circumstances for specific candidates - only when my intuition is a little wavy - and even then, I often skip the test and reject the candidate actually. Instead of this, I suggest making sure you ask the right questions during the interview, and making sure your hiring team also supports you in validating impressions and getting those answers. 
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1012 Views
Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and DocumentationNovember 5
* Create a template that includes the guidance always * Only add as much detail as you need based on the other available product documentation * Always indicate the value for all features inside the RN * Have a PMM review the RN * Consider additional doc efforts to provide the relevant marketing language as well 
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995 Views
Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and DocumentationNovember 12
I'll start by saying - ask them! The best way to approach product marketing is to become intimately familiar with your personas. Having said that - remember also that developers are human beings. As such, when at work - they value (each prioritizing individually of course) the same things that everyone else does: - success at your job/the task at hand - finding the right code for the right goal - productivity and the ability to solve immediate issues as fast as possible - debugging easily; identifying points for improvement in your code - quality of output - clean and efficient code - collaboration - working smoothly with the rest of the team and other stakeholders - learning and developing - mentoring each other
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988 Views
Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and DocumentationNovember 15
Everything delivered external to your company should be properly branded, which means that as a product marketer you should ensure that you understand your company's branding guidelines and/or procedures. Beyond that, branding doesn't have much involvement in product launches; typically these are owned and led by product marketers in collaboration with other Marketing teams aside from branding. 
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950 Views
Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and DocumentationDecember 6
Atlassian is closely associated with engineering/development. For this reason, I'd suggest the following - for starters: - Reddit - Stack overflow - Twitter - LinkedIn - dev.to - CodeProject - Forem - Slack communities - Atlassian communities Before interacting, take into account: - Community rules - and abide by them. There's always a way to get your message across without breaking the rules. - This is only a short list. There are plenty of other relevant communities and platforms! - Providing thought leadership will attract many more people than simple advertising on these platforms. 
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908 Views
Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and DocumentationNovember 5
I'm unaware of any specific platforms that offer information for these services. I also don't find PMM as a service to bring the ROI you'd want b/c the PMM needs to have in-depth awareness of the product to perform. However, I do know of people offering PMM consulting services and personally can provide that information to anyone interested - offline only though. 
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906 Views
Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and DocumentationNovember 17
Even if you don't have access to the product: - See if you can find their product documentation online - Similarly, look for API documentation - Speak with your Sales people regularly - prospects give away tons of secrets - Stay in touch with HR - ex-employees also have a lot of information that they ARE allowed to share and can be helpful; and when they join your company, conduct a recorded debriefing with them whenever possible
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889 Views
Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and DocumentationNovember 11
Treat it like any other campaign. Plan down to the granular level and execute. - Evaluate personas and understand how to contact them - Try AB testing to identify the language that succeeds best - Be clear about your purposes in every ad, email, etc. - Speak with friends and influencers and recruit them to help get the word out 
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881 Views
Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and DocumentationDecember 11
There are several steps that you can take to ensure that you have the most accurate description and version of a datasheet when features are changing constantly. These steps include: 1. Work closely with the product development team to stay up-to-date on any changes to the product's features or functionality. This can involve attending regular meetings or briefings with the development team, or having a dedicated point of contact who can keep you informed of any updates. 2. Use a version control system to manage the different versions of the datasheet. This can help you track changes to the document over time, and ensure that the latest version is always available to the relevant stakeholders. 3. Use a clear and consistent naming convention for the different versions of the datasheet, so that it is easy to identify the most recent version. This can help prevent confusion and ensure that the right version is being used by the sales team and other stakeholders. 4. Conduct regular reviews of the datasheet with the product development team and the sales team to ensure that it accurately reflects the current state of the product. This can involve soliciting feedback and making any necessary updates to the document to ensure that it is accurate and up-to-date. 5. Use a system to track and manage the distribution of the datasheet, so that you can ensure that the right version is being used by the sales team and other stakeholders. This can involve using a marketing automation platform or other tools to track who has access to the document and when it was last updated.
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811 Views
Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and DocumentationNovember 12
Make as much content and strategy knowledge as self-serve as possible. When asked to do something you can't prioritize, serve up the self-serve suggestion, suggest they create the content they need and deliver it to you for review only - and make sure you and your leaders are prepared to settle for "good-enough" sometimes. 
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640 Views
Credentials & Highlights
Head of Product Marketing and Documentation at Coro
Formerly Lytx, Cisco, Snyk, Lightrun, Comeet
Studied at University of Chicago and the University of Liverpool
Lives In Tel Aviv
Hobbies include reading, writing, analyzing, politics, research
Knows About Brand Strategy, Building a Product Marketing Team, Competitive Positioning, Developer...more
Speaks Hebrew and English