Sanat Mohanty

Director, Product Marketing, vaultedge

About

Head of product marketing for Vaultedge, a B2B AI based Fintech startup. Earlier, I used to head B2B product marketing for Telco OEM partnership for Inmobi's Glance lock screen platform. I have over 9+ years of B2B product marketing team set up, G......more

Content

Considering not all launches are created equal, how do you distinguish between the different types of product launches?

Sanat Mohanty

vaultedge Director, Product Marketing • April 26

This is where launch tiering comes into play. To distinguish between different types of launches, you adopt the following steps: 1. Decide your launch goal (in decreasing order of impact) * Net New Revenue * Expansion Revenue * Churn Reduction * Adoption ......Read More

379 Views

In your experience, what are some of the common product launch challenges or red flags that you see?

Sanat Mohanty

vaultedge Director, Product Marketing • April 26

In my experience, there are three big challenges for any given product launch: 1. Failure to get a buy-in from leadership and functional heads - Product marketing owns outcomes without owning dedicated teams. Hence a PMM need to borrow bandwidth from other functions like Demand Gen......Read More

360 Views

What systems/tools do you swear by for product launches to keep all stakeholders informed and engaged?

Sanat Mohanty

vaultedge Director, Product Marketing • July 10

Till very recently we used to depend on: * Microsoft Teams: For cross-functional communication. We create multiple groups on teams: * with senior leadership for approvals, * with functional heads for alignment, * with cross-functional team members for preparing the deliv......Read More

235 Views

How do you work with channel owners? Oftentimes there is conflict when product marketing doesn't agree with channel owner strategies, however it's a PMM's job to ensure marketing meets higher lever strategic objectives for a launch.

Sanat Mohanty

vaultedge Director, Product Marketing • July 10

Great question ! Here's a framework, from an earlier stint, while working in Google: We ran cross-team alignment building more as a program management exercise and not as a simple communication formality. This is how we went about it: For any cross functional project (not just launch), we b......Read More

212 Views

What is the best cadence for gathering stakeholder feedback in preparation for a launch?

Sanat Mohanty

vaultedge Director, Product Marketing • July 10

Here’s a framework to build a cadence for gathering stakeholder feedback during launch prep - 1. Build some basic assets for team members to align on, such as: * Launch FAQ: A 2-3 page doc on key facts around the launch * Deck version of the FAQ doc: To get a buy in from business leadership......Read More