In this week’s interview with Andrew Forbes, who directs PMM at Zendesk, him and Jeffrey discuss GTM strategy - from organizing your team, sales enablement, getting internal alignment, to the importance of market research - tune in to hear how to make your product launches bigger and better. 

GTM Process with Andrew Forbes, Director Product Marketing at Zendesk

A deep dive into the craft of Product Marketing with the best Product Marketers in the world. Each week we sit down with Product Marketing experts at some of the fastest growing technology companies in the world. Hosted by Jeffrey Vocell, Director of Product Marketing at Iterable and brought to you by Sharebird.com, the leading Product Marketing question and answer site.

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Questions covered in this episode:   1:25 Opening Question: Can you tell me a little bit about yourself and your path into product marketing? 4:22 How you and Crossbeam team think about creating successful go-to-market plan? 7:37 how do you lay out the responisbilities and plan across your organization? 10:03 How you think about defining that ownership and gaining buy-in cross-functionally.? 13:57 How you approach different launch sizes or just different launches overall? 17:14 How you think about defining KPIs for a successful go-to-market launch? 19:46 How you've thought about differentiating yourselves and your messaging and ensuring that you retain leadership through launches? 22:06 Can you share one piece of insight that has served you well throughout your product marketing career? 
 Want more insights from Amanda? Check out her Sharebird Profile. Looking to connect? You can find Amanda  here on LinkedIn.

Crossbeam Senior Director of Product Marketing, Amanda Groves on Go To Market

Questions covered in this episode:   1:25 Opening Question: Can you tell me a little bit about yourself and your path into product marketing? 4:05 How you think about what is the metaverse in general and how you really look at it through a product marketing lens? 7:35 How is your product marketing team oriented? 12:18 Do you use any data for about prioritizing the roadmap with your product management colleagues? 14:55 How do you think about aligning with your counterparts, who are overseeing other divisions or other product lines and aligning strategy with them as well? 19:53 How do you get leaders all at once in a room and have and have discussions around? 21:26 How do you build your relationship with the broader executive leadership team? 25:03 Can you share one piece of insight that has served you well throughout your product marketing career? 
 Want more insights from Girija ? Check out her Sharebird Profile. Looking to connect? You can find Girija here on LinkedIn.

Meta Head of Product Marketing, Girija Sathyamurthy on Stakeholder Management

Questions covered in this episode:   1:25 Opening Question: Can you tell me a little bit about yourself and your path into product marketing? 6:32 How you handle release marketing at Observable and how you think about organizing and planning for releases at your current company?? 11:09 how did you work with leadership and your product team to kind of get that alignment initially upfront? 13:27 How you've thought about this and how you've even empowered product marketers on your team at observable? 18:37 How have you thought about as a manager, as a leader, how do you communicate that kind of across the org and up and down the org respectively as well?  22:43 How you've kind of advised pmms on your teams respectively to address some areas that you've seen launches go wrong? 28:21 Can you share a little bit more about your journey, how you thought about it and how you actually took that or ather made the jump to being a PMM leader? 33:34 Can you share one piece of insight that has served you well throughout your product marketing career? 
 Want more insights from LaShaun? Check out her Sharebird Profile. Looking to connect? You can find LaShaun here on LinkedIn.

Observable VP Marketing, LaShaun Williams on Release Marketing

Questions covered in this episode:   1:36 Opening Question: Journey into and through product marketing? 4:41 How do you think product marketing leaders and teams should start integrating AI into their strategy.? 8:34 What kind of AI tools are you using around segmentation and market research and copywriting? 11:38 How do you ensure that you're writing the right prompt to get the best information from the respective AI source that you're using? 15:26 How you're thinking about or even advising other product marketers to position AI enriched offerings within their strategy or their product? 18:45 Can you share one piece of insight that has served you well throughout your product marketing career? 20:20 As product marketing leaders should we be preparing for over the next few months to move into AI? 
 Want more insights from Abhishek ? Check out his Sharebird Profile. Looking to connect? You can find Abhishek here on LinkedIn.

HyreSnap GTM Advisor, Abhishek Ratna on AI integration into product marketing

Questions covered in this episode:   1:27 Opening Question: Tell us about your journey into and through product marketing? 4:06 How you've used the core business metrics to influence your team or your leadership at Klaviyo? 5:37 How have you and the product marketing team at Klaviyo thought about differentiating yourself in the MarTech landscape? 7:50 How have you kicked off the process of repositioning Klaviyo? 10:29 What are some of the success metrics for you and the team?
11:52 How have you incorporated or planning to incorporate GenAI at Klaviyo? 13:44 How do you work with your GTM partners across sales and CS and how you handle the volume of launches? 14:29 What are some ways that you've successfully enabled your internal teams and maybe more specifically your go-to-market teams like sales marketing?
18:45 Can you share one piece of insight that has served you well throughout your product marketing career? 19:22 Can just share one piece of insight that has served you well throughout your product marketing? 
 Want more insights from Katie ? Check out her Sharebird Profile. Looking to connect? You can find Katie here on LinkedIn.

GTM Process with Andrew Forbes, Director Product Marketing at Zendesk

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