Teresa Haun

Teresa Haun

Senior Director, Technology Marketing and Communications, Zendesk

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Teresa Haun
Teresa Haun
Senior Director, Technology Marketing and Communications
When I think about the most successful launches my team and I have done, they all included 1) a clear go-to-market strategy with leadership and stakeholders bought in, 2) strong communication and partnership across cross-functional teams, 3) effective sales enablement, and 4) success metrics and ...more
Teresa Haun
Teresa Haun
Senior Director, Technology Marketing and Communications
I would suggest establishing process and structure around launches, like determining the tier and then based on the tier having a launch template with the typical activities and teams to engage. More detail in my response on this question: https://sharebird.com/ama/zendesk-director-of-product-mar...more
Teresa Haun
Teresa Haun
Senior Director, Technology Marketing and Communications
I think adequate demand for a launch comes down to ensuring all of the planned activities for the launch are actually enough to deliver what’s expected and needed for the business. Sounds like you might already have top-down targets for what the business needs to deliver on that launch, so now it...more
Teresa Haun
Teresa Haun
Senior Director, Technology Marketing and Communications
An iterative release can still count as a launch, just likely a small launch (in case you’re curious about the tiers we use at Zendesk to determine size, just talked about that on this question https://sharebird.com/ama/zendesk-director-of-product-marketing-teresa-haun-on-product-launches?answer=...more
Teresa Haun
Teresa Haun
Senior Director, Technology Marketing and Communications
This question is very similar to this other one https://sharebird.com/ama/zendesk-director-of-product-marketing-teresa-haun-on-product-launches?answer=DjEBP934m2 so I'm sharing my answer from there here too: At Zendesk, we use a launch template that includes key workstreams and teams to engage...more
Teresa Haun
Teresa Haun
Senior Director, Technology Marketing and Communications
At Zendesk, we do use a launch template that includes key workstreams and teams to engage for different tiers of launches. We use two criteria to determine the tier of a launch: business impact and market impact. For business impact, we assess how much the launch benefits existing and new custome...more
Teresa Haun
Teresa Haun
Senior Director, Technology Marketing and Communications
This question is very similar to this other one https://sharebird.com/ama/zendesk-director-of-product-marketing-teresa-haun-on-product-launches?answer=mZxqPwjEr5 so sharing my answer from there here too: At Zendesk, the vast majority of our functionality is global so almost every launch is a g...more
Teresa Haun
Teresa Haun
Senior Director, Technology Marketing and Communications
At Zendesk, the vast majority of our functionality is global so almost every launch is a global launch. We’ve had some very specific regional launches like GDPR, certain voice partners, and messaging channels that are primarily concentrated in select regions, but those are pretty rare. When it is...more
Teresa Haun
Teresa Haun
Senior Director, Technology Marketing and Communications
I’ve heard two terms used before to describe product marketing’s role in a launch that really resonate with me and I think accurately sum up what we do. The first is “launch captain” and the second is “momentum maker” (credit to @Marcus Andrews for that one). Product marketing is the “captain” th...more
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Teresa Haun
Senior Director, Technology Marketing and Communications
Credentials & Highlights
Senior Director, Technology Marketing and Communications at Zendesk
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, California