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Reshma Iyer

Reshma Iyer

VP Marketing at Grow Progress

Innovative and authoritative Head of Marketing and Product Marketing Executive with proven experience in senior-level marketing roles and possessing a track record of success in developing and executing GTM strategies and high-profile product launches in a variety of technology-oriented environments spanning from start-up to Fortune 100 and 500 companies. Adept at architecting strategies that augment the pipeline, win percentages, annual recurring revenue (ARR) growth, and market awareness. Analyzes and understands the competitive landscape and offers subject matter expertise to cross-functional teams spanning the enterprise to collectively exceed targeted goals and objectives.

Content

What documents do you create for messaging of a new product and or feature. What are ways in which you differentiate the messaging? Do you create a matrix of messages via vertical, persona etc?

Reshma Iyer
Reshma Iyer

Grow Progress VP Marketing • 2y

I try to keep to one single messaging artifact -- this can contain the following: Section A- overarching messages, true to all: master value prop technical capabilities/product features value pillars (can can contain further point of substantiation on why and how) Section B- Persona based: feature/functionality value delivered based on jobs to be done by this audience Vertical based: feature/functionality value delivered to business outcomes Including a competitive lens for differentiation can b ...Read More

5,022 Views

How do you build a scalable launch process? What are the failure modes or signs of an unscalable launch process? How do you determine when (or if ever) a product launch should be delayed to match the product marketing launch schedule?

Reshma Iyer
Reshma Iyer

Grow Progress VP Marketing • 2y

A few things need to fall into a consistence cadence to accomplish scalable launch processes: Timely visibility into the product roadmap GTM team alignment on accomplishing sales enablement ahead of marketing launch dates Marketing team education and buy in on what's being launched resulting in a channel/swimlane plan If one of these is weak, it tends to impact the rest of it. Also, creating awareness within the company that "code complete does not equal to marketing launch date" -- this is a co ...Read More

4,742 Views

How does an MBA help you in your product marketing career? Is an MBA necessary to advance in PMM in 2025? Why or why not?

Reshma Iyer
Reshma Iyer

Grow Progress VP Marketing • 1y

I don't believe an MBA is necessary to advance in Product Marketing especially these days, with increased awareness about the craft and impact delivered. Sometimes it can make a difference depending on a company's approach to product marketing for e.g., FAANG typically breaks down product marketing into inbound and growth and has distinct background/skillset requirements. Typically, for inbound-oriented product marketing, someone with the analytical rigor derived from an MBA program is preferred ...Read More

4,200 Views

Does anyone have any recommendations for third-party PMM training firms or agencies to bring in-house for PMM Skill Set training? We're looking to uplevel the core skill set of our PMM and Customer Marketing teams with external coaching or sessions and would love recommendations! Ideally, we could hire someone for a full day of training a couple of times this year.

Reshma Iyer
Reshma Iyer

Grow Progress VP Marketing • 1y

Some voices I really enjoy and you might want to explore for your needs:

https://www.courageous-careers.com

https://www.pmmcamp.com

https://www.mkt1.co

It would also be great to think about the coaching program from a cross functional perspective. So much of the work involved in product marketing is dependent on or will 100% impact other parts of the company. Intentionally curating some sessions with other teams and product marketing can help lay the foundation for common ground/understanding.

2,091 Views

What's your product launch process for the tiny product improvements? How do you achieve to bundle them in one?

Reshma Iyer
Reshma Iyer

Grow Progress VP Marketing • 2y

The tiering system has really helped establish how much marketing force will be applied. For tiny improvements, the process can range from nothing to a small cross functional team executing on the launch plan for e.g., if a version change is being pushed which does not impact the end user, this can be captured in the change log. However, if a big update is being pushed live, communicating this with the dev team is good practice.

1,984 Views

How is the PMM field changing with AI?

Reshma Iyer
Reshma Iyer

Grow Progress VP Marketing • 1y

I am beginning to see some shifts like presentations, videos, demo walkthroughs etc. leveraging AI to shorten laborious time spent, which is great! I think applying AI to the next few layers where data and analysis start to paint a picture/suggest a direction could become a game changer for product marketing. In teams where product marketing also delivers on content/creative copy etc., some solid solutions are already available and in use.

1,225 Views

Marketing invariably gets the blame if the product launch doesn't hit prescribed revenue targets. How should we in product marketing set our launch revenue targets and validate our sales team's forecasts?

Reshma Iyer
Reshma Iyer

Grow Progress VP Marketing • 2y

There are a few dimensions to consider when setting targets -- revenue, channel performance, downstream adoption, leading and lagging indicators are some of them. Targets can look different based on the launch. There is a tendency to default to revenue and in that case, it is necessary to look at applicability of the product with the existing customer base i.e. upsell motion and for prospects, evaluating if one segment (like enterprise or SMB) is more likely to be interested. Adoption is often t ...Read More

1,160 Views

What tools do you use to measure PMM's impact?

Reshma Iyer
Reshma Iyer

Grow Progress VP Marketing • 1y

I think of product marketing measurement and impact in a few different ways:

  • What are we building that’s helping bring more interest towards the product

  • How are we helping tell the product story is a compelling and differentiated way to establish interest and desire from prospects.

  • How are we helping the sale process? Are we helping accelerate it?

  • How can we shine light on customer successes?

992 Views

How do I get into a US company from India as a PMM? What are the major skill based requirements?

Reshma Iyer
Reshma Iyer

Grow Progress VP Marketing • 1y

Directly or indirectly attributable revenue is going to be an important one to crack. Additionally, here are some other areas: SME within marketing: collaborating with demand gen/growth to drive measurable pipeline Research: pre sales (in partnership with product through the key stages of product development, naming and pricing studies), post sales (feedback on the product/friction points for adoption, key contributor to customer advisory boards, contributing to cross-sell/upsell motions). Conte ...Read More

831 Views
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