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Vishal Naik

Vishal Naik

Developer Marketing Lead, Google

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Google Assistant Developer Marketing Lead, Vishal Naik on Developer Product Marketing
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Vishal Naik
Vishal Naik
Developer Marketing Lead
How is the PMM team structured there by product line, segment, function or by objective (ie. revenue retention, product engagement, etc)?
At DocuSign, there are product marketers across our main product categories, as well as industry and audience teams. Every company I've ever worked at has grouped their teams differently, so I tend to consider new roles based on mapping skills to company needs. If the largest TAM is in a vertical...more
10 Saves
Vishal Naik
Vishal Naik
Developer Marketing Lead
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?
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 ...more
12 Saves
Vishal Naik
Vishal Naik
Developer Marketing Lead
I am at a company where Product builds the roadmap without many insights from Marketing or research. How can I start making a change in my organization to influence the roadmap based on consumer insights?
An Engineering leader at a previous company described this to me as a tripod--decisions made based on the intersection of PM, Eng and PMM. Here PMM is representing the customer, and to an effect, also Sales opportunities. In an ideal state, you'd have this. When you don't, you'll need to understa...more
7 Saves
Vishal Naik
Vishal Naik
Developer Marketing Lead
How do you use market research to inform priority verticals to go after in your go to market efforts?
Market research is a pretty valuable data point in terms of prioritizing verticals (or any other segmentation slice), but so too is your product ownership point of view and your internal usage data. So you don't need to lean on external research, but it can certainly augment your other efforts. I...more
9 Saves
Vishal Naik
Vishal Naik
Developer Marketing Lead
How do you ensure that product marketers you manage are creating great messaging, and hitting the right milestones?
The biggest thing I consider is that the messaging created is about the customer and what they are thinking/feeling/experiencing. Rather than what we are building and what we are selling. I've kept a messaging template from a previous org where we focused on market context, customer pain points,...more
13 Saves
Vishal Naik
Vishal Naik
Developer Marketing Lead
What internal messaging efforts have helped you shift your company's mindset from a product company to a solutions or platform company? What worked the best? What mistakes did you make?
Great question. To be frank, even for companies with a reputation of being open and extensible, this one is always a challenge when you're in a Platform role. Because at the end of the day, the Platform is less about what products your company creates and more about what a customer can do. Thus y...more
6 Saves
Vishal Naik
Vishal Naik
Developer Marketing Lead
How does Sales Enablement change when you go from selling a product to selling a platform?
When selling a platform, you're selling what a customer can accomplish, less what a customer is buying. Obviously in the SaaS world, a lot of our marketing is based on the product being the thing that gets a customer to a desired future state, but that's even more true when selling a platform. T...more
7 Saves
Vishal Naik
Vishal Naik
Developer Marketing Lead
what is the difference between portfolio vs platform vs ecosystem vs suite?
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...more
12 Saves
Vishal Naik
Vishal Naik
Developer Marketing Lead
When your platform does many things, how do you prioritize your messaging hierarchy?
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...more
11 Saves
Vishal Naik
Vishal Naik
Developer Marketing Lead
How do you build a consistent lead generation framework across channels for your product? What kind of a martech stack do you suggest for beginners?
Answering this based on the context of the question being asked from the POV of a CRM vendor looking to scale: The biggest challenge I've come across is attribution. The framework to drive consistent lead generation really focuses on the mediums, but any marketer is going to test and optimize bas...more
4 Saves
Credentials & Highlights
Developer Marketing Lead at Google
Product Marketing AMA Contributor
Developer Product Marketing
Platform and Solutions Product Marketing
Lives In San Francisco, CA
Work with Vishal
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Mountain View, CA
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San Francisco, CA or New York, NY or Mountain View, CA
Product Marketing Lead, Google Distributed Cloud
Seattle, WA or Kirkland, WA or Sunnyvale, CA or Remote - US
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