Is it better to be a specialist or a jack of all trades? At Upwork, Liza and her growing team of 7 favor the latter. Each of her PMMs is adept at all phases of the product marketing process, whether it’s strategy, positioning, go-to-market, or growth and adoption. Tune into this episode to find out how this generalist approach has allowed them to flourish alongside the company and what skills she’s looking for in potential additions to her team.

Full Stack Product Marketing with Upwork’s Head of Product Marketing, Liza Sperling

We explore the world of Product Marketing through the lens of the women who run it at some of the fastest growing technology companies in the world. Each week we sit down with Product Marketing leaders to hear their journey, lessons learned, trade secrets, and more. Hosted by Mary Sheehan, a Product Marketing leader at Adobe. Mary is passionate about instilling confidence in women who are either thinking about pursuing a career in Product Marketing or are simply looking for tangible frameworks and takeaways in their current role. Mary knows first hand and acknowledges that as a woman in leadership, it can get lonely at the top. This show will help you navigate your career and unlock your full potential in a male dominated space. Women in Product Marketing is proudly brought to you by Sharebird, the site where leading product marketing execs answer questions and share best practices.

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Questions covered in this episode:   0:49 Opening Question: Can you take us back to a moment in your career or your life where you had to step outside of your comfort zone?  4:40 What is your role like as a VP of PMM at Verkada? 6:58 what is the profile of a really successful product marketer that you look for? 10:25 Can you talk about that a little bit more about the overlap between product marketing and product management at your company? 15:53 As you grow, how are you thinking about that team structure and sort of adding roles, you know, that might be complimentary to product marketing as the needs really arise? 18:48 What criteria do you use to prioritize releases? 21:15 How do you decide on the right amount of detail to share and go to market materials? 23:52 What about when you actually get to the tactics that you're going to use as part of a product launch? 25:39 How do you think PMM will change over the next 5 or 10 years?  26:52 How should AI play a role in product marketing?  28:20 How do you achieve work life balance? 31:08 What do you think has been the one thing that's been most important for growing your career?  33:22 What is your favorite thing about product marketing? 
 
 Want more insights from Priyanka? Check out her Sharebird Profile. Looking to connect? You can find Priyanka here on LinkedIn. 


Verkada VP of Product Marketing, Priyanka Srinivasan on Go-To-Market Strategy

Questions covered in this episode:   0:50 Opening Question: Can you take us back to a moment in your career or your life where you had to step outside of your comfort zone?  3:47 What is your role like at Atlassian? 8:03 How do you actually adapt messages for the right audience using different assets and channels. What's your approach? 14:11 You have mentioned publicly that you focus more on this playground mindset versus the funnel mindset. What is this all about? 22:55 How should the approach differ for product launches targeted towards large enterprises versus one for smaller startups in terms of timelines, activities and metrics? 32:27 How do you think PMM will change over the next 5 or 10 years?  36:10 How should AI play a role in product marketing?  39:54 How do you achieve work life balance? 42:21 What do you think has been the one thing that's been most important for growing your career?  44:52 What is your favorite thing about product marketing? 
 Want more insights from Ashley? Check out her Sharebird Profile. Looking to connect? You can find Ashley here on LinkedIn. 


Atlassian Head of Lifecycle Marketing, Portfolio, Ashley Faus on Product Launches

Questions covered in this episode:   1:023 Opening Question: Can you take us back to a moment in your career or your life where you had to step outside of your comfort zone?  4:45 What is your role like at Snowflake? 8:09 Could share some examples of messaging frameworks that you think are best in class, or how do you think about that? 12:37 When you are creating messaging, do you create persona based messaging or vertical based messaging or an all up? Or how are you kind of thinking about it?  15:09: How do you get your teams on board with messaging? 20:47: How do you incorporate that voice of the customer into messaging positioning? 24:33 How do you think PMM will change over the next 5 or 10 years?  25:10 How should AI play a role in product marketing?  26:10 What do you wish you knew now that you knew back back when you were starting off in product marketing? 27:09 What do you think has been the one thing that's been most important for growing your career?  28:53 What is your favorite thing about product marketing? 
 
 Want more insights from Alexandra? Check out her Sharebird Profile. Looking to connect? You can find Alexandra here on LinkedIn. 


Senior Director of Product Marketing, Alexandra Gutow on Messaging

Questions covered in this episode:   0:42 Opening Question: Can you take us back to a moment in your career or your life where you had to step outside of your comfort zone?  6:42 How does it look like being the CEO and founder of a consulting business? 16:05 Can you please tell us more about your article ‘primer on positioning’ and your book ‘Obviously Awesome’? 25:44 Can you talk a little bit about how that influenced your second book on the sales pitch, which is more about, you know, bringing this to life in the sales pitch? 34:18: What role should AI play in product marketing? 38:05 what do you wish you knew maybe at the beginning of your career that you wish you knew now? 
 Looking to connect? You can find April here on LinkedIn.

Author of Obviously Awesome and Sales Pitch, April Dunford on Product Positioning

Questions covered in this episode:   1:26  Opening Question (Can you share a time when you failed at something and learned?) 5:16  What is your role like and what Nextdooris all about? 11:20 What is tactically that source of truth as you get data from various sources and how do you connect it all with the inputs that you're getting? 13:35 What is the way that you bring voice of customer to life at the organizations that you work for? 16:21: What kind of impact does having a strong woman leader as CEO have on the company as a whole, in your opinion? 20:51: What are good OKRs for product marketing? 24:50 How do you make the jump from a senior manager level to the director level? 29:40 What are some innovative launch activities you've done that were successful? 34:09 Rapid Fire 
 Want more insights from Brianne? Check out her Sharebird Profile. Looking to connect? You can find Brianne here on LinkedIn.

Full Stack Product Marketing with Upwork’s Head of Product Marketing, Liza Sperling

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