Robert Campbell

The answer to this question really depends on what sort of business you're in. I've typically worked in B2B businesses for most of my career, and B2B organizations have very sales-forward KPI metrics for product marketing, usually coming out of the following three: deal velocity (how fast is sales selling); deal size (how well are you selling the value of the product/solution and are you optimizing for cross-sell); and win-loss rate (how many prospects are closing vs not).   However, if you're a ...Read More

Creating a process to address minor releases and enhancements is often as important as your major product launch, especially if you're in a multi-matrixed business with lots of product teams releasing constantly. The two core elements to consider boils down to: 1) customer messaging and 2) sales enablement.   Customer Messaging: Product Marketing 101: Identify the customer problem the feature solves and message it with this as the core of the sentence. Borrowing from my PMO days, the Agile user ...Read More

Product marketing is the most misunderstood career paths in an organization. You are often asked to wear all the hats and then have nothing to hang them on after other teams have taken credit. How do you solve this problem, especially as you're starting out? As a product marketer, use product marketing disciplines internally to establish your team for success - 1) identify the customer problems; 2) build your messaging; 3) Find the right channels to go to market.   Your stakeholders are quite ob ...Read More

Talk to Sales! This is seemingly the most obvious, but layered within this step is the importance of understanding how Sales sells across the team. Talk to the top performers and see if you can sit in on calls, or if your org has a tool like Gong that records sales calls, use that as a tool to extract as much about the buyer journey and customer problem statements. This will help you see what's working today in the sales process. But that's not all! Do the same for your newer less experienced sa ...Read More