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Sonia Moaiery
Director of Product Marketing, Skilljar
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Sonia Moaiery
Skilljar Director of Product Marketing • October 19
I’ll outline where I see PM and PMM overlap and diverge, and what signals to look out for to assess the better fit for you. I had a chance to test out a PM role in the past and was a CPG Brand Manager which is similar to a PM. PM/PMM Overlap. They both: * Have the end goal of solving a cust......Read More
2506 Views
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
It really depends on a few factors: time, resources and who the competitive research helps. I would answer these questions to help you gauge how deep you go. There are entire PMMs dedicated to competitive research and you may not have that type of time/resource so you need to determine the level ......Read More
1396 Views
Sonia Moaiery
Skilljar Director of Product Marketing • October 19
Like any good working relationship, you have to take the time to build trust. Here’s a few things I do to build trust and position myself as a strategic partner to PM. * Meet regularly and come with a prepared agenda. It doesn’t necessarily have to be weekly but know how you want to use the......Read More
1362 Views
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
It depends on the company and if you have a formal research function or not! I've done everything from recruit participants, write discussion guides, field surveys, moderate research, synthesize insights. Or, I've given a researcher objectives and key questions and then sat in on a few interviews......Read More
1028 Views
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
I think it’s helpful to have a customer advisory board - this is a select group of 5-10 customers who you meet with every 3-6 months to talk about big strategy topics like - company strategy, product roadmap and problems you can solve for them. This high-touch tactic generally requires a lot of p......Read More
956 Views
Sonia Moaiery
Skilljar Director of Product Marketing • October 19
I think there’s a high degree of overlap. The two functions may cut metrics differently or over different time horizons but for the most part many metrics are shared. A few examples that are top of mind: * Acquisition / Conversion / Activation - if you’re at a self serve or PLG company, Gro......Read More
934 Views
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
It really depends on the stage/GTM motion your company is in. You might want to focus on the user if you are really focused on product-led-growth (PLG) and reaching that point of 'activation' - aka the aha moment when a new user gets the value of your product and why they need it. If you have no ......Read More
917 Views
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
Understanding the market landscape and how it breaks down is a good first step. For example, within the broader category of "customer engagement" there are sub categories like marketing and advertising tech, support/enagement channels, call analytics and contact centers and CRM. And then there ar......Read More
885 Views
Sonia Moaiery
Skilljar Director of Product Marketing • October 19
At one point pricing and packaging sat in the PMM team at Intercom but as pricing and packaging became more complex for us with many, many plans, we actually now have a dedicated pricing and packaging team that PMM works closely with when it comes to new product releases to determine if they fit ......Read More
868 Views
Sonia Moaiery
Skilljar Director of Product Marketing • May 6
I always start with positioning ideas as hypotheses (a fancy term for your hunches). This approach is helpful to show stakeholders that you’re open to their input/feedback, and potentially being wrong. When you have hypotheses, you come to the conversation saying “here’s something I have a hunch ......Read More
696 Views
Credentials & Highlights
Director of Product Marketing at Skilljar
Formerly Glassdoor, Prophet, Kraft
Top Product Marketing Mentor List
Lives In Berkeley, California
Knows About Vertical Product Marketing, Competitive Positioning, Market Research, Customer Resear......more