The Evolution of Product Marketing to Portfolio Messaging

PMM Summit Austin - February 6, 2020 @15:30

The Evolution of Product Marketing to Portfolio Messaging
As an instrumental part of any successful business, product marketers accelerate product growth by championing the customer, communicating product value and driving distribution. These key components of the role have remained consistent, but recently, we have seen a shift in product marketers' specific ownership and accountability, the use of data collection for insights and how the rapid development of technology has changed the relationship between marketers and customers.

When you are looking to start as a product marketer or grow in your career to lead a product marketing team, consider the following:
- Do you want to be a specialist or generalist?
Do you want to be the evangelist for the product or support behind the scenes?
Are you driven by data and metrics or are you a storyteller?

These questions can help guide your instincts on how you want to take product marketing into the next evolution. Join the session to hear from Div Manickam who is leading a team of 12 product marketers at Dell Boomi, who experienced the shift from product marketing to portfolio messaging.

Transcript

1. PMM Summit Austin February 6, 2020 @divmanickam Evolution of Product Marketing to Portfolio Messaging Div Manickam Director, Portfolio Messaging (Product, Industry and Solutions) [FKA Product and Solutions Marketing] Boomi, A Dell Technologies Business
2. PMM Summit Austin February 6, 2020 @divmanickam ‘06 Bachelors in Information Technology, Calicut University ‘08 Masters in Cyber Security, Amrita University ‘08 Research Scholar, GroupLens University of Minnesota ‘11 MBA Marketing, California State University, East Bay ‘10 Partner Program, Panasonic Marketing Communications, Applied Materials ‘13 Sales Enablement, Business Intelligence Analyst, UBM Tech ‘14 Technical Product Marketing, GoodData ‘16 Product/Solution Marketing, Portfolio Messaging, Boomi 2019 40 Under 40 - Cal State East Bay Top 50 Product Marketing Influencers - PMA Forbes Communications Council Div Manickam about.me/divmanickam Explore. Dream. Discover. 30 countries | 75 cities Google Local Guide Empowering a mindful and high performing team. Inspire. Influence. Impact. #ContinuousLearning #WinningTogether
3. PMM Summit Austin February 6, 2020 @divmanickam IF YOU CAN'T EXPLAIN IT SIMPLY, YOU DON'T UNDERSTAND IT WELL ENOUGH. - ALBERT EINSTEIN SIMPLICITY IS THE ULTIMATE SOPHISTICATION. - LEONARDO DA VINCI
4. PMM Summit Austin February 6, 2020 @divmanickam State of Product Marketing: Priorities and Team Engagement Source: Product Marketing Alliance > State of Product Marketing
5. PMM Summit Austin February 6, 2020 @divmanickam Ownership and Accountability Data-Driven and Customer Insights Technology and Collaboration
6. PMM Summit Austin February 6, 2020 @divmanickam Inspiration from Sirius Decisions Disciplines – Data driven • Portfolio messaging and positioning • Product and solution launches • Buyer persona and audience growth • Competitive intelligence, Win/Loss • Market presence and analyst engagement Platform/Solution Adoption, Industry Growth Portfolio Messaging (Product, Industry and Solutions) We translate company’s business objectives, market opportunities and portfolio of offerings into a cohesive, audience-centric buyer journey. Our team is the voice of the market who listens to buyer needs and delivers that insight across the organization.
7. PMM Summit Austin February 6, 2020 @divmanickam Inspiration from Sirius Decisions Portfolio Messaging (Product, Industry and Solutions) Buyer Personas and Insights Portfolio Messaging and Positioning Bringing Offerings to Market Go-to- Market Sales/Partner Knowledge Transfer • Develop personas and buyer journey maps • Deploy buyer personas organization-wide • Craft value proposition and narrative and exemplify story telling • Identify interaction and content requirements and prioritize short term and long term initiatives • Define launch tiers and align to integrated marketing campaigns • Create and execute launch plan with stakeholders across the company • Perform market segmentation and prioritization • Map portfolio offerings to buying needs • Define and prioritize sales plays • Establish sales messaging, content • Deliver enablement across sales, customer success, business development teams
8. PMM Summit Austin February 6, 2020 @divmanickam Product, Sales and Marketing Goals What is our prioritized focus / goals? • Platform Adoption and Growth • Buyer Persona and Audience Growth Shared Objectives and Goals • Cross functional efforts across Product, Sales and Marketing for platform adoption and advocate for the market and customer. • Market/data-driven and persona led, adapting to market trends and drive momentum. Business Objectives What are the growth strategies? • CLTV (Customer Lifetime Value) • Average Deal Size • Market Expansion • Industry Penetration Success Metrics / Key Results How do we measure success? • Product-led growth (PQL), Adoption and Retention • Efficiency: Pipeline Volume and Velocity What if our team members spent 70% of their time on day-to-day work, 20% on work improvement ideas, and 10% on experiments? Breaking Down the Barriers to Innovation https://hbr.org/2019/11/breaking-down-the-barriers-to-innovation
9. PMM Summit Austin February 6, 2020 @divmanickam The Art of Storytelling Discover Learn Try Buy Advocat e
10. PMM Summit Austin February 6, 2020 @divmanickam OKRs – Objectives and Key Results TED: John Doerr - Why the secret to success is setting the right goals Timeframe Q1 Q2 Q3 Q4 Portfolio Messaging (Product, Industry and Solutions) Progress % % % % Be market driven and persona led: Adapt to market needs and drive agility and velocity across Boomi Objective 1 Increase awareness, demand and share of voice with focused integrated marketing programs (External) % % % % IMPACT Aligned to: (CUSTOMER) Key Result 1 % % % % Key Result 2 % % % % Key Result 3 % % % % Objective 2 Increase engagement (Be one Team) across Product, Sales and Marketing % % % % INFLUENCE Aligned to: (EMPLOYEE) Key Result 1 % % % % Key Result 2 % % % % Key Result 3 % % % % Objective 3 Simplify platform positioning to extend our reach to LOB/C-level % % % % INSPIRE Aligned to: (BUSINESS) Key Result 1 % % % % Key Result 2 % % % % Key Result 3 % % % %
11. PMM Summit Austin February 6, 2020 @divmanickam Portfolio Messaging Team Dashboard (Product, Industry, and Solutions)
12. PMM Summit Austin February 6, 2020 @divmanickam Find your Ikigai: The Purpose of Life How to Ikigai IKI = LIFE GAI = WORTH IKIGAI = LIFE’S WORTH WHAT YOU LOVE WHAT THE WORLD NEEDS WHAT YOU CAN BE PAID FOR WHAT YOU ARE GOOD AT PASSIO N M ISSIO N VO CATIO N PRO FESSIO N IKIGAI
13. PMM Summit Austin February 6, 2020 @divmanickam Let’s build the next evolution of Product Marketing together!
14. PMM Summit Austin February 6, 2020 @divmanickam Resources for your Reference
15. PMM Summit Austin February 6, 2020 @divmanickam Jan 2020 - Div Manickam (Inspiration from Sirius Decisions) Stakeholders – Product, Sales and Marketing Alignment Product • Product Management, Solutions and User Experience • Engineering • Product Strategy • Technology Alliances • Program Management Marketing • Demand generation • Content marketing, Brand • Corporate marketing (AR, PR, Social, Communications, Blogs, Customer marketing) • Partner marketing/Events • Field marketing (NA, EMEA, APJ) Sales and Business Development • Sales Leadership • Sales Engineering • Sales Enablement • Business Development Services • Customer Success • Professional Services • Support • Educational Services • Business Operations • Sales Operations Disciplines – Data driven • Portfolio messaging and positioning • Product/solution launches • Buyer persona / Audience growth • Competitive intelligence, Win/Loss • Market presence (/analyst) Platform/Solution Adoption, Industry Growth Process/Team Interlocks • Product roadmap, Release highlights • Integrated marketing campaign planning • Content development (assets, web pages, demos, videos) • Global sales enablement • Cross functional initiatives (enterprise, product launch, pricing) • MEDPICC: Economic Buyer, Champion, Indication of Pain, Competition Portfolio Messaging (Product, Industry and Solutions) We translate company’s business objectives, market opportunities and portfolio of offerings into a cohesive, audience-centric buyer journey. Our team is the voice of the market who listens to buyer needs and delivers that insight across the organization. [FKA Product and Solutions Marketing] Buyer Personas and Insights Portfolio Messaging and Positioning Bringing Offerings to Market Go-to-Market Sales/Partner Knowledge Transfer • Develop personas and buyer journey maps • Deploy buyer personas organization-wide • Craft value proposition and narrative and exemplify story telling • Identify interaction and content requirements and prioritize short term and long term initiatives • Define launch tiers and align to integrated marketing campaigns • Create and execute launch plan with stakeholders across the company • Perform market segmentation and prioritization • Map portfolio offerings to buying needs • Define and prioritize sales plays • Establish sales messaging, content • Deliver enablement across sales, customer success, business development teams
16. 2019’s Top 50 Product Marketing Influencers #PMAtop50 Div Manickam Director of Portfolio Messaging (Product, Industry, and Solutions) at Boomi Div’s the Director of Portfolio Messaging (Product, Industry, and Solutions) at Boomi (a Dell Technologies business) and is passionate about building a high-performing and mindful team. She has led product marketing efforts in startups and Fortune 500 technology companies and has a Masters in Cyber Security, Bachelors in Information Technology from India, and an MBA from California State University - East Bay. In 2019, she was recognized for contributions in her profession and community – 2019 40 Under 40: Cal State East Bay. In her current role, Div leads the team supporting product, industry and solutions marketing, enabling sales and helping customers build a connected business with the Boomi platform. Div is also a Forbes Communications Council member sharing her experiences on first-time leadership and product marketing. Just as committed and passionate, Div is also an avid traveller, foodie, and a proud Google Local Guide exploring the world around the corner. Who should product marketing report to? Or should they be their own entity? Product Marketing spends 90% of their efforts with the Product team, then Marketing and Sales. If we are aligned with the Product Management team then our initiatives will be most effective. Our product and solutions marketing team recently rebranded to Portfolio Messaging to help showcase our value and I report to the Chief Product Officer in Boomi. We are a cross- functional team and we engage with every team in the company depending on the business need and project. We are internal enablers supporting teams to achieve their goals with three core principles: inspire, influence and impact. We are on the next evolution for product marketing to Portfolio Messaging. Just as we now have a Chief Customer Success Officer, it will not be too long before the Portfolio Messaging leader will have a seat at the executive table, to be the voice of the market and pulse of the buyer needs. TOP 50 PRODUCT MARKETING INFLUENCERS 2019 REPORT If you had to sum up the role and value of a product marketer, what would it be? We translate the business objectives, market opportunities and portfolio of offerings into a cohesive, audience-centric buyer journey. Our team is the voice of the market who listens to buyer needs and delivers that insight across Boomi. Go check out… Her Product Marketing insider podcast and a selection of her Forbes articles here, here and here.