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
Coro Head of Product Marketing and Documentation • November 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 m......Read More
576 Views
Rachel Cheyfitz
Coro Head of Product Marketing and Documentation • September 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 inte......Read More
562 Views
Rachel Cheyfitz
Coro Head of Product Marketing and Documentation • November 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......Read More
538 Views
Rachel Cheyfitz
Coro Head of Product Marketing and Documentation • November 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 t......Read More
536 Views
Rachel Cheyfitz
Coro Head of Product Marketing and Documentation • November 17
These aren't different things. Competitive is part of overall positioning. Product positioning should include evidence, details and decisions based on: - Competitive intelligence - Pricing decisions - Market need - Market potential - Your product and, based on the above, its differen......Read More
498 Views
Rachel Cheyfitz
Coro Head of Product Marketing and Documentation • November 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 ......Read More
485 Views
Rachel Cheyfitz
Coro Head of Product Marketing and Documentation • November 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 f......Read More
484 Views
Rachel Cheyfitz
Coro Head of Product Marketing and Documentation • December 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: ......Read More
476 Views
Rachel Cheyfitz
Coro Head of Product Marketing and Documentation • November 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 informati......Read More
473 Views
Rachel Cheyfitz
Coro Head of Product Marketing and Documentation • November 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 ......Read More
459 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 Competitive Positioning, Developer Product Marketing, Platform and Solutions Product ......more
Speaks Hebrew and English