Thomas Dong
VP of Marketing, NetSpring
PMM executive with extensive experience in GTM strategy, customer journey mapping & persona-based marketing.
AMA's
Content
Thomas Dong
VP of Marketing
Building Out a Product Marketing Team with Thomas Dong, VP of Product Marketing at Heap
--:--
--:--
Find Thomas on LinkedIn here: https://www.linkedin.com/in/tomdong/
Join Thomas on Sharebird here: https://sharebird.com/profile/thomas-dong
Heap is hiring! Check out career opportunities here: https://heap.io/careers
Questions we cover in this episode:
1. Tell me about your career path to bec...more
VP of Marketing
There are many stakeholders when it comes to competitive intelligence and
aligning messaging and product strategy with competitive differentiation. I have
found an effective model where PMM is the the driver, although any of the
contributors could also drive. Regardless, it is a joint effort acro...more
VP of Marketing
It's not so much surprises, as it is the scope of opportunities to improve sales
and marketing effectiveness. PMM generally brings stability and consistency to
messaging, so where I have built the organization from the ground up, PMM has
played a crucial role in helping Sales better replicate suc...more
VP of Marketing
Set a consistent expectation for what messaging entails. The best way to do that
is to establish a common messaging platform you can use regardless if you are
messaging a solution, product, or feature. Here is a sample messaging template.
Filling out this templates ensures consistency and forces ...more
VP of Marketing
At Heap we are fortunate to have a CMO in Lynn Girotto who has a firm grasp and
strong working knowledge of all aspects of marketing. Often times you run into
CMOs who only know brand, or only DG (or for that matter, only PMM), and the
results can be disastrous. She has structured our marketing t...more
VP of Marketing
Whoever controls the budget for the website owns the strategy, and that is
typically Demand Gen since the website is the foundation of digital marketing.
However a corporate website serves many different audiences and purposes, thus
the role of the web manager is to coordinate the requirements of...more
VP of Marketing
PMM is a highly collaborative role and I've found that if you define a DACI
model: Driver, Approver, Contributors, and Informed, you can help remove some of
that ambiguity upfront. A single approver (likely the CMO in this case) can
broker any debates in order to make timely decisions. Then if so...more
VP of Marketing
Become the driver of GTM strategy. Going back to the corporate trinity: Sales,
Marketing and Engineering, a sound GTM strategy informs Engineering on what to
build (roadmap), suggests to Marketing what messaging resonates and where and
how to reach our targets (campaigns), and helps Sales focus t...more
VP of Marketing
While I see PMM as the flywheel of the corporate trinity: Sales, Marketing and
Engineering, and view our influence and relationship with all as important, the
one stakeholder relationship tied most directly to corporate success is with
Sales -- and Sales Enablement in particular. Unless Sales is ...more
VP of Marketing
Very simply become a credible source of synthesized market and competitive
intelligence. I'm being very deliberate about the word "synthesized", because in
understanding the target market, we must understand and convey customer needs at
large, not just echoing the loudest customer or citing the m...more
Credentials & Highlights
VP of Marketing at NetSpring
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Los Altos, CA
Knows About Go-To-Market Strategy, Category Creation, Messaging, Product
Launches, Building a Pro...more
Work with Thomas
Redwood City, CA