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Thomas Dong
VP of Marketing, NetSpring
About
PMM executive with extensive experience in GTM strategy, customer journey mapping & persona-based marketing.
Content
Thomas Dong
NetSpring VP of Marketing • December 9
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......Read More
4385 Views
Thomas Dong
NetSpring VP of Marketing • December 10
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......Read More
1627 Views
Thomas Dong
NetSpring VP of Marketing • December 9
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......Read More
1342 Views
Thomas Dong
NetSpring VP of Marketing • December 10
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 ......Read More
1268 Views
Thomas Dong
NetSpring VP of Marketing • December 10
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......Read More
1250 Views
Thomas Dong
NetSpring VP of Marketing • December 10
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......Read More
1023 Views
Thomas Dong
NetSpring VP of Marketing • December 9
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......Read More
950 Views
Thomas Dong
NetSpring VP of Marketing • December 9
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 ......Read More
935 Views
Thomas Dong
NetSpring VP of Marketing • December 10
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......Read More
825 Views
Credentials & Highlights
VP of Marketing at NetSpring
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Los Altos, CA
Knows About Establishing Product Marketing, Messaging, Category Creation, Competitive Positioning......more