Victoria Chernova
Director, Product Marketing, Gong
Content
Victoria Chernova
Gong Director, Product Marketing • September 22
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
1109 Views
Victoria Chernova
Gong Director, Product Marketing • June 10
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
856 Views
Victoria Chernova
Gong Director, Product Marketing • December 8
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
844 Views
Victoria Chernova
Gong Director, Product Marketing • December 8
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
790 Views
Victoria Chernova
Gong Director, Product Marketing • December 8
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
752 Views
Victoria Chernova
Gong Director, Product Marketing • December 8
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
710 Views
Victoria Chernova
Gong Director, Product Marketing • September 22
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
701 Views
Victoria Chernova
Gong Director, Product Marketing • September 22
A market requirements document (usually a spreadsheet) has been effective. When working with product, I’ve found that presenting requests as pain points, and preferably through actual customer quotes, is more compelling than feature requests. I would then score these pains based on how frequently......Read More
633 Views
Victoria Chernova
Gong Director, Product Marketing • December 8
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
623 Views
Victoria Chernova
Gong Director, Product Marketing • June 10
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
599 Views
Credentials & Highlights
Director, Product Marketing at Gong
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, California, United States
Knows About Messaging, Product Marketing vs Product Management, Influencing the Product Roadmap