Profile
Veronica Hudson

Veronica Hudson

Senior Director of Product Management, ActiveCampaign

Content

Veronica Hudson
Veronica Hudson
ActiveCampaign Senior Director of Product ManagementJune 9
There is always going to be some nuance to individual features or problem sets based on a company being SMB, MM or Enterprise. However, I do believe that many features can still be used across business types, it really comes down to pricing, positioning and packaging. For example, you might have ...Read More
988 Views
Veronica Hudson
Veronica Hudson
ActiveCampaign Senior Director of Product ManagementJune 9
As someone who moved from a CSM role into product management, I get asked this question frequently. While my answers are specific to my own experience, I've seen them work for others that have moved into product roles as well: 1. The most straightforward way to break into product management is ...Read More
936 Views
Veronica Hudson
Veronica Hudson
ActiveCampaign Senior Director of Product ManagementJune 9
I think of product management skill sets in three major buckets: technical, business, and customer understanding. When I talk to aspiring product managers, I like to gauge the maturity of their skills sets in each of these buckets. Ideally a candidate would be strong in one bucket, have some basi...Read More
797 Views
Veronica Hudson
Veronica Hudson
ActiveCampaign Senior Director of Product ManagementJune 9
Any time I've accepted or considered accepting an offer from another organization, there are a few things I take into consideration: * Why am I interested in this opportunity? What new challenges or opportunities does it present me that I am not getting in my current role? For example, am ...Read More
773 Views
Veronica Hudson
Veronica Hudson
ActiveCampaign Senior Director of Product ManagementJune 8
The biggest change is the importance product plays in customer acquisition via trials and retaining customers past the 90-day onboarding period. When a product is self-serve, a PM should be paying attention to how their features drive trial conversion and the role they play in the customer onboar...Read More
702 Views
Veronica Hudson
Veronica Hudson
ActiveCampaign Senior Director of Product ManagementJune 9
Everyone is going to make new mistakes coming into a PM role depending on where they are starting from. For me, my biggest mistake was letting my own imposter syndrome take over. I had worked so hard to move from a CSM role into product and once it finally happened, I couldn't get rid of the voic...Read More
633 Views
Veronica Hudson
Veronica Hudson
ActiveCampaign Senior Director of Product ManagementJune 8
This varies by organization. Regardless of the size of your product team, you should have the expectations for each level of product well defined and socialized throughout the organization (typically APM, PM, SPM, Group or Principle PM, Director etc). Even if you are only a team of one, it helps ...Read More
473 Views
Veronica Hudson
Veronica Hudson
ActiveCampaign Senior Director of Product ManagementNovember 15
Every KPI exercise should start by asking, "What are the direct business outcomes we hope to move the needle on with this intiative?" So often I see KPIs focused on something like pure adoption metrics. Ok great, we want people to adopt this feature but WHY do we want them to adopt it? * Do ...Read More
397 Views
Veronica Hudson
Veronica Hudson
ActiveCampaign Senior Director of Product ManagementNovember 15
Bringing engineering into KPI discussions is a must for any Product Org, especially when we are considering key B2B business metrics like churn and retention. I think product managers can often get caught in the trap of only considering which new features are going to drive the business forward a...Read More
378 Views
Veronica Hudson
Veronica Hudson
ActiveCampaign Senior Director of Product ManagementNovember 15
Create forcing functions that will encourage KPI creation and analysis throughout the product life cycle. Here are some ways I've had success in doing so: * I've found OKR exercises to be incredibly helpful in orienting teams around KPIs. As you set those Objectives, you have to also underst...Read More
377 Views
Credentials & Highlights
Senior Director of Product Management at ActiveCampaign
Top Product Management Mentor List
Product Management AMA Contributor
Lives In Denver, Colorado
Knows About SMB Product Management, Enterprise Product Management, Consumer Product Management, A...more