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...Read More
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PMM executive with extensive experience in GTM strategy, customer journey mapping & persona-based marketing.
How does your company define the difference between Marketing and Product Marketing teams and how do the responsibilities differ?
How do you increase the Product Marketing function's ability to be a more strategic player in the company and not just the launch arm of the feature factory?
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 (ro...Read More
If product marketing is a relatively new function at your company (relative to product), what advice do you have on becoming a strategic partner and more involved earlier in the product roadmap development process?
Very simply become a credible source of synthesized market and competitive intelligence. I'm being very deliberate about the word "synthesized", because in understandi...Read More
How do you approach getting approval for messaging from internal stakeholders like Product, Sales, and Customer Success?
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 messagin...Read More
There are many stakeholders when it comes to competitive intelligence and aligning messaging and product strategy with competitive differentiation. I have found an eff...Read More
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 stak...Read More
What are the biggest surprises when going from a company where product marketing was established to one where you have to establish product 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 messagi...Read More
Who owns the website strategy within your org? PMM, Demand Gen, Design, etc? Assuming all are involved, but curious about who drives for you. Which models work well?
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 cor...Read More
What's a good way to approach decisions that UX/design feels they should own vs. Marketing feels they should own?
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 ambig...Read More
Credentials & Highlights
VP of Marketing at NetSpring
Lives In Los Altos, CA
Knows About Category Creation, Competitive Positioning, Product Launches, Messaging, Go-To-Market...more