Sina Falaki

I typically work with stakeholders in creating the messaging, thus once its done, all parties have put their own spin on the document, and there's very little room to change it.  What this means is that I will create a baseline of a messaging based on customer feedback, and once that is done, ...more

This depends if you're a product marketer vs industry marketer but Ill try to answer both. Product marketers need to care a lot about product adoption. That is the biggest driver for any sort of KPI. You need to look at: * Conversions - website, form fills, campaigns that are ran * Pipeline - ...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 everyt...more

Establish Stakeholder alignment with your PMs Alignment comes from clear prioritization with your product stakeholders. Similar goals that your product team will be looking for will be around product adoption and retention. You can key in on the following metrics: 1. NARR 2. Attach Rate 3....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 ...more

First 30 days -  Meet with key staholders across the company - ensure excitement for the mission and what you're about to take on. Ask key questions about their responsibilities, what they are working on, and describe a bit on how you plan on working together with them. Product marketing is al...more

It all depends on what gaps need to be filled in your company.  Is there a need for sales materials, marketing strategy, customer sucess and retention, or do you need to go upmarket and dive into mending relationships with analysts? Across the product marketing team there needs to be four k...more

Focus on exactly what you're trying to achieve on the end goal for the market research. Often times inadequate questions in the survey results into poor results. Often times I see these following problems during the market research phase: 1. Inaccurate data and results - because you don't know...more

Product Marketing and Industry Marketing should both own: * Deep category knowledge: ICPs, personas, and competitive * Pitch deck, demo script, demo video, customer stories/heros, campaign messaging * Voice of the market * Competitive insights * Win/loss * Inputs on Pricing & P...more

A company that has multiple products, different buyers, and leans towards vertical SaaS needs solution oriented messaging in order to speak to the aspiration of the buyer. In this case, industry marketing is a priority to build. When you speak to value and pain of the buyer vs product centricity ...more