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Vishal Naik
Product Marketing Lead, Google
Content
Vishal Naik
Google Product Marketing Lead
Summary
ABOUT THIS PLAYBOOK DocuSign provides electronic signature technology and digital transaction management services. With a workforce of approximately 6,000 employees, they have established themselves as a leader in their industry. Serving over one million customers, DocuSign enables individuals a......Read More
Google Templates Included
Vishal Naik
Google Product Marketing Lead • November 14
The challenge if your company doesnt always do market research is that you have to prove that there is a gap in your foundational knowledge. Which is always tricky because you're effectively saying that the company has been doing something inefficiently (and potentially "wrong") in the past. A w......Read More
3087 Views
Vishal Naik
Google Product Marketing Lead • November 14
Based on your budget, ranging from zero to small, I'd consider the following options: Zero Budget: I'd do a combination of desk research on the industry and listening in on prospecting calls from SDRs and seeing how those prospects in different industries resonate with your messaging/describe th......Read More
3061 Views
Vishal Naik
Google Product Marketing Lead • November 14
A product source or truth deck that points to your personas, messaging and positioning is a sound format for this. We use this as a model for hero products. Another approach that we're using for a new product that hasn't yet launched but we have user research, personas, and positioning around is......Read More
3051 Views
Vishal Naik
Google Product Marketing Lead • November 14
There are specific roles that are research based, but usually tangential to PMM (aka might sit in the PMM team, might sit elsewhere)--such as competitive intel or research and insights. But speaking frankly, the volume of PMM roles that focus on GTM likely outweigh--by some order of magnitude-......Read More
3013 Views
Vishal Naik
Google Product Marketing Lead • November 14
At my current company, we have three main ways to conduct product research: in-house with our UXR team, with an agency synthesized by our Insights team, or with an agency fully managed by PMM. We choose the right path based on resources, budget, and research goals. Here are a few tips for conduc......Read More
2995 Views
Vishal Naik
Google Product Marketing Lead • November 14
Honestly I don't. I tend to view frameworks as templates to help guide a business plan. In my experience, no two business questions have been met by the same research plan. If you had a recurring business problem around each product launch, then you might want to seek specific frameworks for the ......Read More
2987 Views
Vishal Naik
Google Product Marketing Lead • November 14
Whether to do user research in-house or hire a vendor is a decision that depends on three key factors: budget, time, and quality. Engaging a research vendor is the more expensive option. It's kind of a you get what you pay for scenario. If you engage a vendor and brief them well, you'll probabl......Read More
2982 Views
Vishal Naik
Google Product Marketing Lead • November 14
The right agency. Yes it costs money so that does limit whether or not you can leverage an agency, but an agency can be leveraged like an outside consultant giving you the insights you need based on your business strategy. At my last role, regardless of the business challenge that faced us, the f......Read More
2981 Views
Vishal Naik
Google Product Marketing Lead • November 14
I'd start with my preferred search engine and read up on anything i can find, and look for industry reports or stats that paint my product in the right light. As for competitive intelligence, I'd also start with a Google search, but also look for review forums (think like a G2 type site) and l......Read More
2974 Views
Vishal Naik
Google Product Marketing Lead • November 14
I see generative AI helping marketers understand what options they have for research so that they can ask agencies better questions around what methodologies to use. Generative AI can also help you with desk research as it can point you in the direction of the studies and analyst reports that cat......Read More
2969 Views
Credentials & Highlights
Product Marketing Lead at Google
Formerly DocuSign
Product Marketing AMA Contributor
Lives In San Francisco, CA
Knows About Establishing Product Marketing, Solutions and Platform Product Marketing, Growth Prod......more
Work At Google
Senior Product Marketing Manager, Security, Google Cloud
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