Victoria Chernova

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: Tie your goals to marketing team goals, and even better, to the business Set northstar metrics (usually lagging indicators), and corresponding leading indicators to ensure you’re on track Align goals with key cross-functional partners: Adoption goals with pro ...Read More

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/storytelling muscle or vice versa. In general, the most successful PMMs I’ve seen exhibit these 4 traits; they’re: Evidence-based: They use quantitative and qualitative insights from the market, competitors, ...Read More

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 points, and finally solutioning. Here is a deck we've used internally to help build collaboration between PM & PMM. If you're still struggling with being brought in too late, my advice is to focus on 1-2 ...Read More

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 out a workback schedule in Asana with dates. Typically this process starts 3-4 months before the agreed upon launch date. I would think through your workback schedule for a few key deliverables own ...Read More

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 launches. Launches for smaller feature releases and improvements were coordinated between the PMM and PM. This decentralized approach allowed the PMM to be more strategic when positioning features, which oftenti ...Read More

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 start with your GTM strategy: Who’s your target audience (including different segments), what are you trying to make them do (objectives), and how will you get them there (channels + assets)? I’m a visual lea ...Read More

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 opportunities outside of the customer base.  When it comes to the product lifecycle, PMM should proactively come in very early on. For the same reasons as above, PMM brings a complementary perspective to the decis ...Read More

Here are a few considerations and actions you can take to build support across the team: 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 initiatives, make sure your marketing leadership team is bought in and understand the potential impact. You have to PMM your product internally first :) Make folks feel like thought partners. I love holding brainstorm sess ...Read More