Talya Heller G.
Product Marketing Consultant | Ex-PMM, PM and PMO
Content
Talya Heller G.
Product Marketing Consultant | Ex-PMM, PM and PMO • September 6
I’ve seen many methods out there but what worked best for me in past companies was a category structure based on customer impact (taking into account existing and potential customers). The lowest would be a functionality improvement and the highest would be a game changer in the market. The way......Read More
532 Views
Talya Heller G.
Product Marketing Consultant | Ex-PMM, PM and PMO • September 1
A great briefing deck is a mix of big-picture positioning brought to life with customer stories and value drivers demonstration. And while it’s perfectly fine to have a go-to baseline deck, you want to tailor it to your audience, meaning the specific analyst’s interest and POV. Here’s the struct......Read More
386 Views
Talya Heller G.
Product Marketing Consultant | Ex-PMM, PM and PMO • November 3
There are three ways I’ve successfully achieved that in past roles: 1. conduct win/loss analysis regularly. Don’t neglect the quantitative part and look at competition, win rates against each, losses due to functionality and what status quo/ tech stack / competition looked like there. ......Read More
319 Views
Talya Heller G.
Product Marketing Consultant | Ex-PMM, PM and PMO • September 1
In short: focus on enablement, not on battlecards. I don’t know how and why battlecards became the golden standard but I always felt that format miss the mark because it’s hard to read and impossible to process in real-time (i.e. on a call). And as marketers we know that packaging and delivery m......Read More
260 Views
Talya Heller G.
Product Marketing Consultant | Ex-PMM, PM and PMO • September 1
You’ve received some great advice here. I think listening to calls, joining LI groups or following hashtags they care about is a great source of information. Here are a few other that I’d add: 1. Make it a habit to talk to a few AES and CSMs regularly. Ask them directly what they hear or se......Read More
251 Views
Talya Heller G.
Product Marketing Consultant | Ex-PMM, PM and PMO • September 1
Speaking from experience, even if there’s no MQ in your category you should still engage with analysts regularly—if your buyers speak to them regularly. Here’s why: 1. Other than other research and publications remember - your analysts talk to buyers all day. Them knowing you well keeps you......Read More
244 Views
Talya Heller G.
Product Marketing Consultant | Ex-PMM, PM and PMO • September 6
I honestly think it depends in the type of PMM you want to be. If you want to be in rooms where decisions are made and influence those, I’d say yes it’s a very important skill. Even if you’re only focused on market research, there will be a time to present your findings so everyone can see how a......Read More
231 Views
Talya Heller G.
Product Marketing Consultant | Ex-PMM, PM and PMO • February 20
The answer is, as always, it depends :) Is the PMM the owner of the launches at the company? If yes, their KPIs can be process related; i.e. snags in as well as successes (think low volume of support tickets that were created due to the launch, campaign readiness, sales and support readiness,......Read More
222 Views
Talya Heller G.
Product Marketing Consultant | Ex-PMM, PM and PMO • November 3
Although the level of involvement a PMM should have on the product roadmap can vary widely (sales led or product led, is the a growth pm, how is PMM function structured at the company etc.), if there’s a PMM working there they should get a seat at the table at least. If the product team has neve......Read More
220 Views
Talya Heller G.
Product Marketing Consultant | Ex-PMM, PM and PMO • February 20
Enterprise sales motion is one of the harder ones to pull off because it's usually long and involves large deal sizes. That usually means big buying groups with many detractors (legal, finance..). PMMs can help in many ways: * Conduct win/loss analysis regularly--to keep tabs on shifts in ma......Read More
212 Views
Credentials & Highlights
Product Marketing Consultant | Ex-PMM, PM and PMO
Formerly Bloomfire, Rev Worlwide (Netspend), HP
Studied at University of Texas at Austin, McCombs school of business; Tel Aviv University
Lives In Austin, TX
Hobbies include Glamping, hiking, warm yoga, cooking, art, reading
Knows About Product Marketing Productivity Hacks, Establishing Product Marketing, Product Marketi......more
Speaks English, Hebrew