Sina Falaki

Product based differentiton is gone. Get rid of the problem - solution approach. Brand differentiation is now key. A company story should align to the buyer: Show the industry trend and market shift Talk about the threat Story the dream The journey is constantly evolving and changing, for example, b2b smb customers now expect a b2c like experience (self service, fast sales cycle, quick checkout). Segmented messaging and targeting is necessary and relaying messages that administer value has shift ...Read More

In a proper program, Industry Marketing & Campaigns have joint ownership so we both look at the same metrics in order to build pipeline and win NARR. I say this as a preface because Industry and Campaign leadership should work together to: Establish business objectives Set targets, goals, and key intiiatives Help with cross-industry efforts This should then yield to: Pipeline generation Open Pipe NARR As such, we should always be looking at broad metrics that lead to: Global NARR Rep Product ...Read More

Product Marketers should always be thinking of ways to contribute directly to revenue. In my mind, if it doesn't move the needle, its not meant to be worked on. Prioritization needs to be ruthlessly put into check.  Product Marketers should always key in on:  Driving pipeline and top-line revenue growth, inclusive of new logo and cross-sell / up-sell (land & expand growth) Partner with Enablement to ensure quota-carrying teams know what to say to whom and when Develop strategic sales plays T ...Read More

Establish a repository and be methodical in how you organize your work.  Its important to have a running tab of folders that document strategic initiaves in order to then easily onboard teams and stakeholders across the business. I often times have recording, decks, sales materials, and everything that touches me organized in a proper manner so when someone does onboard, I can give them access to the folder, which allows them to onboard quickly.  I also like to build out frameworks. In my recent ...Read More

In the early stages, as teams are starting to get built - trust and dividing responsibilites is the biggest factor in ensuring alignment, especially between PMM's and PM's.  How do you build trust and clearly divide responsibilities? Communicate and clarify your end goals.  Align on goals - Ownership from both teams is necessary. Product Marketers are customer and market facing, while PM is developer and product facing. PMM's must ensure product adoption is critical and their highest priority. M ...Read More