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Vishal Naik

Product Marketing Lead, Google

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What research goes into informing Product what they should be delivering and what is the tangible output of that research?

Vishal Naik

Google Product Marketing Lead • December 6

You'll definitely want to chat with a research agency or your internal researchers to build a game plan, but I think it starts with a list of questions you want answered. Nothing too formal, just conversationally, what insights do you need to know that will help build product strategies? For me, ......Read More

2168 Views

How do you partner with product/product strategy early before the roadmap is finalized and what role does your PMM team play specifically in the early phases?

Vishal Naik

Google Product Marketing Lead • December 6

The way I think about this is that PM owns the roadmap. What I mean by that is that, none of my PMs--past or present--have sat down and brainstormed about roadmap with PMM. So in the moments where I've felt that we have an area that is unadressed within our roadmap or that by not adding an item t......Read More

2131 Views

How do you define between a customer(s) want or request and a feature that is actually needed?

Vishal Naik

Google Product Marketing Lead • December 6

I'd say this is a volume game where you have to look for patterns while also thinking about your growth model and ideal customer profile. Given these data points you might find that out of the list of feature requests, a handful are commonly requested and and even smaller subset are commonly requ......Read More

2070 Views

Does your product marketing team have an efficient system for quantifying technical costs for new roadmap items that you request? If another team is required for estimating certain roadmap item costs, what's the best way to approach them?

Vishal Naik

Google Product Marketing Lead • December 6

I tend to think that teams like to hear their work is appreciated and their processes are modeled. So if another team is required for estimating roadmap costs, I'd ask them questions about how they do this level of modeling? What's their process and what are their inputs? Then I'd take a stab at ......Read More

2029 Views

I am product marketer for an enterprise-level ERP. I am faced with a situation where I do not have access to the end-users of the software. The account managers are willing to help me acquire the user list but we are debating the best ways to acquire the same. Have you been in a such a situation and done something great about it?

Vishal Naik

Google Product Marketing Lead • December 6

I think this one is a bit tricky, because I wouldnt recommend creating a user list without appropriate PII governance. Rather than creating a user list, I'd suggest building an outreach stratgey that can deliver content to customers in a scaled manner. Some suggestions are in-app notifications th......Read More

1870 Views

What is the difference between portfolio vs platform vs ecosystem vs suite?

Vishal Naik

Google Product Marketing Lead • January 25

I'm big on analogies (perhaps annoyingly so), so equate it to a concert: The Portfolio or Suite is like the band. It's the grouping of the products that you sell/come to see. The Ecosystem is like TicketMaster or StubHub. It's how you gain access to see the band/use the product if you're not walk......Read More

1717 Views

When your platform does many things, how do you prioritize your messaging hierarchy?

Vishal Naik

Google Product Marketing Lead • January 25

In my opinion, the most important thing in prioritizing your messaging is finding the common denominator across your platform. Does it create a new output, or solve a new problem, or enable a new style of working, for example. Then you prioritize that in your messaging hierarchy, and use the vari......Read More

1324 Views

How is your team making the transition from “product” marketing to “solution” marketing? Do PMMs share both product and solutions marketing responsibilities? Or do PMM now speak more to the users and solution marketers to the buyers?

Vishal Naik

Google Product Marketing Lead • January 25

I view the role of a PMM as being someone who owns the full story/customer perception of a product, is the product-line CMO so to speak. Sometimes you will need to market a solution, sometimes you will need to launch a product, sometimes you will need to convince sales people to do something and ......Read More

971 Views

How do you work with the cross functional teams? And what are the key goals and deliverables for each of the below? 1) PMM with Sales 2) PMM with CSM 3) PMM with Marketing 4) PMM with Product

Vishal Naik

Google Product Marketing Lead • July 14

These are some of the main stakeholders a core PMM would work with. With Sales, I tend to like to see what is resonating with prospects. Is there a specific line or way of telling our story that clicks? I tend to like to use this insight to guide early funnel materials to proactively talk to ......Read More

965 Views

What's the difference between Developer Relations and Developer Marketing? How do you work together?

Vishal Naik

Google Product Marketing Lead • July 14

I tend to look at DevRel as a pretty unique role that's part CSM, part Marketing and part Pre-Sales. Developer Marketing is full-stack marketing around a technical product. To sum it up quickly, DevRel tends to have a great pulse on the developer community and how your current developer audience ......Read More

843 Views

Credentials & Highlights

Product Marketing Lead at Google

Formerly DocuSign