Sara Rosso

Director of Product Marketing, Hubspot

AMA's

AMA

WordPress.com Former Director of Product Marketing, Sara Rosso on Product Marketing Processes in a Remote Company

Content

Sara Rosso

Director of Product Marketing

Sara Rosso

Director of Product Marketing

Sara Rosso

Director of Product Marketing

What are the aspects of operationalizing a GTM plan that might prove to be most risky?

One of the biggest risks of operationalizing a GTM plan is the lack of a common understanding of the time it takes to do good marketing work, internally. Marketing shouldn't slow down product; but at the same time, the more time and advance notice marketing has, the more we're able to enrich, ad...more

Save

Sara Rosso

Director of Product Marketing

How do you update stakeholders, and the company as a whole, on the recent activities and achievements of product marketing?

See this answer for how we work as a 100% distributed company. We work a lot in "public." As for updates, the entire company publishes bi-weekly updates on a special p2/site that's meant to aggregate the most important updates from each team or division across the company. This is the opportunit...more

Save

Sara Rosso

Director of Product Marketing

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

As a fully distributed / remote company, we operate slightly uniquely than other companies - the two biggest differences are 1) we don't use email and 2) everything by default is public to the entire company. Instead of email, we publish everything on our intranet, which is naturally powered by ...more

Save

Sara Rosso

Director of Product Marketing

What webinar services have you used and which ones do you like the most? Bonus points if you have any experience using a service with Hubspot.

It depends on what you'd like to accomplish - Zoom is great for video because you can shift between a very personal feeling like showing all participants on video, to more formal broadcasting with focusing on you as a single speaker or spotlighting an entire panel. I don't think Zoom's chat funct...more

Save

Sara Rosso

Director of Product Marketing

How should the approach differ for product launches targeted towards large enterprises vs. ones for smaller startups in terms of timeline, activities, metrics?

Having worked on both the B2B and B2C markets, as David above says, the sales cycle length is completely different, and B2B can be weeks or months depending on the product and budget approval needed. With a startup you might be able to get to the decision maker or budget holder much faster th...more

Save

Sara Rosso

Director of Product Marketing

How can I use external experience (sales for example) to bring different opinions to the table to gain influence and persuade other teams?

I think you need a mix of experiences AND data to transform what might seem like different opinions into persuasive arguments with impact. Experiences provide the context and detail, relatable quotes or example customer pain points, etc., and Data provides the measurement - how big of a probl...more

Save

Sara Rosso

Director of Product Marketing

How and when do you integrate qualitative research throughout your product development and launch cycle?

Foundational qualitative research should be done as soon as you are able, and also ahead of any major product shifts or market expansions. We've also explored qualitative research with "the ones who got away" - lost, paying customers. Understanding where we've failed them or where competition ha...more

Save

Credentials & Highlights

Director of Product Marketing at HubSpot

Formerly Early hire @ Automattic (WordPress.com, WordPress VIP)