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Harsha Kalapala

Vice President Product Marketing, AlertMedia

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What's your best product marketing 30-60-90 day plan to make a big impact at a new company?

Harsha Kalapala

AlertMedia Vice President Product Marketing • April 15

Copied over from a similar question: There are a lot of things you could do - and it's easy to get distracted as a product marketer. First 30 days - Listen, listen, listen. Ask a TON of questions. Hold back from providing ideas unless you are really sure about it. Help others behind the scene......Read More

5530 Views

You're the new PMM for a B2B SaaS company that has 40 people and is starting to scale. What should you aim to do in your first month and your first quarter?

Harsha Kalapala

AlertMedia Vice President Product Marketing • April 15

There are a lot of things you could do - and it's easy to get distracted as a product marketer. First 30 days - Listen, listen, listen. Ask a TON of questions. Hold back from providing ideas unless you are really sure about it. Help others behind the scenes on ongoing projects with work you a......Read More

1667 Views

What is your advice for creating and/or improving the product marketing process when joining a small but growing team with no or little structure and an inexperienced management team?

Harsha Kalapala

AlertMedia Vice President Product Marketing • April 15

You can't change/improve what you don't fully understand. When you join a smaller team where product marketing didn't formally exist before, it is important to recognize that product marketing always existed, but was probably executed as a team sport. It may have been carried by the product manag......Read More

1411 Views

What are some of your favorite software platforms for digital product adoption/engagement? Examples: UserPilot, AppCues, etc

Harsha Kalapala

AlertMedia Vice President Product Marketing • April 15

Tech is always a hard question for product marketers who don't have a ton of budget. I try to push for tools that are beneficial to more than product marketing. Tools that help me do my job better with my key partners - sales, CS, product. One way is to just get a seat to jump in on software they......Read More

1385 Views

How do you successfully engage other teams (Design, Product Management, Engineering) in a Go To Market plan?

Harsha Kalapala

AlertMedia Vice President Product Marketing • April 15

The first step to engaging other teams is to make sure they are a key contributor to the go-to-market plan, and they are not just on the receiving end being told what to do. I try to understand the organizational goals of a launch, and also pay attention to what are the success metrics/criteria f......Read More

1231 Views

What has worked well (or has not worked) as far as positioning your product marketing team within a larger marketing org?

Harsha Kalapala

AlertMedia Vice President Product Marketing • April 15

Product marketing's biggest challenge (no matter anywhere I go) is defining the scope and sticking to it. Anything under the sun that is not Demand Gen or SEO tends to be seen as a job for product marketing. If we don't get a handle and drive the definition of role as product marketers and clearl......Read More

922 Views

Is there a framework for creating good sales enablement decks for new B2B products or training new sales rep on your product?

Harsha Kalapala

AlertMedia Vice President Product Marketing • November 2

Any new product should have a “product brief” associated with it to help not just sales, but any internal stakeholder to be on the same page about the purpose and positioning of the product. Enabling sales can be done effectively without ever involving a deck. My focus is on content and training ......Read More

899 Views

How can you test your messaging?

Harsha Kalapala

AlertMedia Vice President Product Marketing • March 22

Don’t overcomplicate it. Just find the fastest way to talk to customers. You could set up a formal feedback session with surveys, incentives, and all the jazz - which still gives you biased feedback. Or... you can just hop on an already scheduled customer call TODAY and casually ask customers for......Read More

888 Views

What's the best way to teach partners about your product and which assets/resources should be developed to maintain their knowledge?

Harsha Kalapala

AlertMedia Vice President Product Marketing • December 14

This is an important question. The marketing rule of 7 exposures applies here as well. I try to get on as many opportunities as I can to educate and train partner stakeholders. Ask for a few minutes on their weekly team meetings — the product team, the customer success/support team, the sales tea......Read More

692 Views

How do you assess which sales enablement materials are the most effective?

Harsha Kalapala

AlertMedia Vice President Product Marketing • November 2

There is no single golden arrow. Every piece of material has its role in the process. I look at effectiveness from two perspectives. One - did the salesperson use it? Two - did the prospect use it? Fortunately, there are tools for this today. You should be using a tool like Seismic, Highspot, or ......Read More

664 Views

Credentials & Highlights

Vice President Product Marketing at AlertMedia

Formerly TrustRadius, Levelset, Walmart