Veronica Hudson

Director of Product Management, Marketing Products, ActiveCampaign

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How do you think about the differences between "enterprise" product management and SMB or mid-market?

Veronica Hudson

ActiveCampaign Director of Product Management, Marketing Products • June 8

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

541 Views

How do product KPI’s change with a self-serve product?

Veronica Hudson

ActiveCampaign Director of Product Management, Marketing Products • June 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

522 Views

What tips would you share with someone who is looking to breaking into product management?

Veronica Hudson

ActiveCampaign Director of Product Management, Marketing Products • June 8

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

515 Views

How do you evaluate a product company or opportunity and if it is a good job to take?

Veronica Hudson

ActiveCampaign Director of Product Management, Marketing Products • June 8

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

451 Views

What do you look for in the backgrounds of aspiring product managers (who have never held the role before) as a signal that they will be a good hire?

Veronica Hudson

ActiveCampaign Director of Product Management, Marketing Products • June 8

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

441 Views

Advice to a new PM in this function? What are some common mistakes new PMs make?

Veronica Hudson

ActiveCampaign Director of Product Management, Marketing Products • June 8

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

425 Views

How do you determine success metrics for a promotion for product managers? Are there any key metrics someone must meet before they qualify?

Veronica Hudson

ActiveCampaign Director of Product Management, Marketing Products • June 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

348 Views

Credentials & Highlights

Director of Product Management, Marketing Products at ActiveCampaign