Victoria Chernova

Victoria Chernova

Director, Product Marketing, Gong

Content

Victoria Chernova
Victoria Chernova
Gong Director, Product MarketingSeptember 21
A full stack PMM requires the perfect mix of “left brain / right brain.” But there’s a reason why “whole brain” isn’t as popular of a cliché. I believe that anyone can build on their existing skills to succeed as a full stack PMM—whether that’s a data-driven person developing their creative/story......Read More
1812 Views
Victoria Chernova
Victoria Chernova
Gong Director, Product MarketingDecember 7
Goals depend on the type of business, the GTM strategy for the product, and selling motion. I will highlight a few examples from my past companies (including B2C and B2B). But first, some advice that’s really helped me throughout my career: 1. Tie your goals to marketing team goals, and even......Read More
1251 Views
Victoria Chernova
Victoria Chernova
Gong Director, Product MarketingJune 9
One area where I've seen PMM historically drive a ton of value is with market and competitive insights. By bringing insights from the market, competitive landscape, buyers, and/or analysts, PMM can ensure that product has considered all inputs when they narrow down on their target user, pain poin......Read More
1219 Views
Victoria Chernova
Victoria Chernova
Gong Director, Product MarketingDecember 7
Not exactly sure what you mean by analyzing, but building the customer journey for your GTM strategy is essential for ensuring the right segment gets the right message via the right channel. It’s also how you can identify which assets (or bill of materials) to prioritize for the launch. I’d st......Read More
1009 Views
Victoria Chernova
Victoria Chernova
Gong Director, Product MarketingSeptember 21
Building on an earlier question, for a longer term roadmap (6-12 months out), I would get ahead of product’s planning process. One way PMM has been able to add value at Gong is by conducting market research ahead of half-yearly and annual planning. For shorter term influence, I would work in l......Read More
967 Views
Victoria Chernova
Victoria Chernova
Gong Director, Product MarketingDecember 7
I’ve seen both approaches, but it depends on your business, selling motion, and product team culture on which approach is best for your company. I'll share some takeaways from my experiences at Asana and Gong.  At Asana, PMM and product aligned on an annual launch calendar with 3-4 major launc......Read More
953 Views
Victoria Chernova
Victoria Chernova
Gong Director, Product MarketingDecember 7
Here are a few considerations and actions you can take to build support across the team: 1. Tie your launch goals to the greater Marketing team goals. It’s important to connect the dots on how your launch can help your marketing teammates accomplish their goals as well. For major initia......Read More
825 Views
Victoria Chernova
Victoria Chernova
Gong Director, Product MarketingDecember 7
The first step is creating a tiering system so you can prioritize features & products being released. Variables could be based on customer impact (good and bad—think change management), business priorities, revenue potential, brand/awareness potential, etc. For Tier 1 & 2 products, we’ve built......Read More
759 Views
Victoria Chernova
Victoria Chernova
Gong Director, Product MarketingJune 9
This really depends on your business model, the org structure, and company norms, but I can share the mission we developed for the PMM team here at Gong.  PMM deeply understands our customers, products, and market in order to deliver the right product, to the right audience, with the right mes......Read More
748 Views
Victoria Chernova
Victoria Chernova
Gong Director, Product MarketingJune 9
Ideally, PMM comes in during the product roadmap process. One area where I've seen PMM historically drive value is through market and competitive insights. Especially at Gong, given our product, Product Managers have access to customer insights but oftentimes don't have visibility into opportunit......Read More
700 Views
Credentials & Highlights
Director, Product Marketing at Gong
Top Product Marketing Mentor List
Lives In San Francisco, California, United States
Knows About Messaging, Influencing the Product Roadmap, Product Marketing vs Product Management
Work At Gong
Senior Director, Product Marketing
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