My name is Anaud Ganpaul, Head of Product Marketing at Achievers. I've been in enterprise product marketing for 25 years, and today I wanted to share some of the exciting practices that have opened up in product marketing that enable us to be more data-driven and influential in our organizations.
The themes that we'll focus on today are:
- What is the science of product marketing?
- How do we structure and measure it?
- What are the technologies we use to be more scientific? And,
- How do we communicate these results more effectively?
What is the science of product marketing?
Product marketing is a strategic function requiring creativity, collaboration, and influence. So, this often leads us to focus on software metrics for corporate-wide numbers to evaluate and measure the success of our function. Now, while the rest of the organization- from Sales, Marketing, Product, and Research and Development (R&D)- has created increasingly sophisticated metrics to measure their outcomes, product marketing often lacks the metrics and processes to demonstrate the science of our practice.