Best Practice: Work with CSMs

If you want to understand customers,so you can better position your products, then work with your ally, the customer success manager (CSM). CSMs and Their Relationships Many PMMs choose sales people as their primary path to customers. That’s good. AEs win by finding a business need so important/urgent they can drive a deal. But CSMs often build … Continue reading Best Practice: Work with CSMs

Build Your Own Customer Relationships

To do great positioning, you must talk to customers. Because the best positioning ideas come from your customers.But real conversations only happen when you have a relationship.To be the best PMM, you need to build your own customer relationships. Outside → In Positioning A year after I joined the PMM team for Salesforce’s Service Cloud, I … Continue reading Build Your Own Customer Relationships

The 3-S Demo Video Method

For PMMs, demo videos are an opportunity to shine. Product-driven stories that can reach millions of people.Compelling. Vivid. Concise. But making one can be frustrating and slow if you approach it wrong. Here’s my 3-S Method to deliver the best demo video, fastest.It involves partners: creative, video, agencies, and your peers & boss. The built-in iteration … Continue reading The 3-S Demo Video Method

Product Releases & Product Launches Are Very Different Things

Pop quiz: Your next product release will be pushed to production in 7 weeks. Q: When should you do a launch for that release?A: You shouldn’t launch a release.  Instead, as a product marketer, your job is to decide what products you want to LAUNCH, to whom, and when. It doesn't have much to do … Continue reading Product Releases & Product Launches Are Very Different Things

Storytelling Workshops, Creativity and Product Marketing

Product marketers are creative. Re-framing markets. Building and re-building positioning. Telling compelling customer stories. Creating stories for salespeople. Building demo stories. It’s really fun. But the daily grind can be a grind. Especially when the execution pressure is on, or the business or the team is under stress. And that creativity – and the energy … Continue reading Storytelling Workshops, Creativity and Product Marketing