Victoria J. Chin

I think of feature launch messaging as a subset of overall product messaging. Both should stem from your company mission and brand promise, and take into account customer needs, broader market trends, and competitive differentiation. A feature launch may have a smaller target audience though, sol...more

This is always challenging your target audience and press have limited attention spans - so over-communication is never the answer. I would ask questions like:  * What is going to be most impactful in furthering your broader company objectives? * Is there an opportunity to bundle multiple f...more

At Asana, customer empathy and experimentation are not only how we build our product, but who we are. I would start with deeply understanding the customer - what are their needs and motivations? What problems are is your product solving for them?  I would then connect with data science and use...more

It’s never too early to connect with your customers to constantly expand and deepen the strength of your product. Get insights from your customers through product usage data - where are you seeing dropoff? Form hypotheses on why through customer interviews and customer-facing teams, and validate ...more

The most common mistake I see is not laying the foundation for effective internal coordination, which is critical for every product launch, and even more so for distributed teams. Despite companies’ best efforts to recreate what worked in the office in a remote setting, global workers continue to...more

At Asana, customers are our #1 inspiration - so deeply understanding your target audience (across existing customers and prospects) and what matters most to them would be my first priority.  * What are we hearing from customer interviews, and/or customer-facing teams? * What third-party resear...more

In my experiences, PMM is an inherently cross-functional role, so it’s common to have shared metrics with marketing channel owners (awareness or leads), product teams (adoption or revenue), or sales (pipeline or revenue). Also, metrics vary significantly based on your product, audience, and busin...more