Ways to grow your (product) marketing career

Transcript

1. 1 Grow your (product) marketing career Robin Pam Director of Product Marketing robin.pam@optimizely.com @robinpam
3. 3 Politics Startup IC Startup Director
4. 4 I love this job Business strategy Cross- functional relationships Customers Product marketing
5. 5 Hard skills are important Messaging & Positioning Making a great deck Market research ✔ Project managing a launch
6. 6 Hard skills do not always equal results Messaging & Positioning Making a great deck Market research ✔ Project managing a launch Execs don’t say it Sales team doesn’t adopt it Product team ignores it Customers don’t buy it
7. 7 How do you have the impact you want? On the business, your product line, your career?
8. 8 Credibility
9. 9 How many of you manage people?
11. 11 CREDIBILITY has to do with the words we speak. In a sentence we might say, “I can trust what she says about intellectual property; she’s very credible on the subject.”
16. I don’t think you have enough technical credibility to do this job. -VP of Product Marketing who launched me on my path “ ”
18. 18 The 4 ingredients to credibility 1. Product knowledge 2. Data ownership 3. Customer empathy 4. Constant communication
19. 19 Be a product expert
22. 22 Be a good SE for your product CHEAT CODE TO PRODUCT:
23. 23 Own your data
24. 24 Revenue is key
25. 25 Building an MVP dashboard Pre-sales metrics • Trials • Pipeline • Closed revenue Customer health metrics • Usage • Churn risk
26. 26 What do you need to report on to show success? Awareness Consideration Evaluation Traffic Leads Free signups MQL SAL SAOs Pipeline Sample Metrics Win rate Revenue Customer!
27. 27 Are we driving enough top of funnel interest? What questions do you need to answer at every step to drive impact? Awareness Consideration Evaluation What is our conversion rate from traffic to qualified lead? Are salespeople able to create and close pipeline? Sample Metrics Who are we losing to, and why? Customer!
28. 29 In the process, you will become the expert in the data required to prove success
29. 30 Get close to the revenue, and own the narrative. CHEAT CODE TO DATA:
30. 31 31 Be a customer advocate
31. 32 We all love stories.
32. 33 1. Get out of the office.
33. 34 1. Get out of the office. Sales meetings Product meetings Customer success Events
34. 35 2. Share what you learn Synthesize, make it actionable Taking notes works!
35. 36 3. Build a “Personal Customer Advisory BoardTM”
36. 37 37 1.Get out of the office 2.Take good notes 3.Maintain relationships CHEAT CODE TO CUSTOMER EXPERTISE:
37. 38 Communicate constantly
38. 39 Putting it all together Executive summary with quick bullets & CTAs Progress toward annual metrics Below: KPIs (pipeline, revenue, customer health) Distributed to all stakeholders and exec leadership (opt-out)
39. 40 Getting the resources (and attention!) you deserve CFO CEO
40. 41 CHEAT CODE TO COMMUNICATION: Write good email
41. 42 The 4 ingredients to credibility 1. Product knowledge 2. Data ownership 3. Customer empathy 4. Constant communication
42. 43 The 4 ingredients to credibility 1. Product knowledge 2. Data ownership 3. Customer empathy 4. Constant communication Drive business results Grow your influence Get promoted
43. 44 Thank you! Robin Pam Director of Product Marketing robin.pam@optimizely.com @robinpam