Ellie Mirman

Sharing RevOps co-op community best practices on something we all know is critical - designing territories to ensure the success of your sales force and, by extension, your company. The number of different strategies available make selecting the right one both challenging and critical. The team at RevOps Co-op delve deep into this topic 👇 https://gag.gl/Nm2xoO #RevOps #Data #DataQuality

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What are the root causes of poor GTM team alignment? Our recent survey sheds some light on what your revenue team Ops peers are saying. These comprehensive reports provide all the information. https://gag.gl/4YHwRD #RevOps #DataQuality #RevTeamAlignment

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“It’s not ABM or ABS, it’s Account Based” Sales & marketing should be working together 🤝 Yesterday I was so lucky to host a live stream webinar with G2 and GTM Leaders with the incredible Anya Slowenko, Matt Gales, Maria Monks and Ollie Sharpe We unpacked… 🎯 How to identify your ICP 💰 Tapping into those in market buyers 🤝 How to align sales and marketing 🔨 Tools that help you build your account based strategy This conversation was so insightful and really highlighted the importance of taking the buyer on a journey Don’t undo all of the hard work marketing has done to educate the buyer once they have stated engaging with the sales team 📚 Align your teams by bringing marketing and sales into meetings together to discuss strategy, language and how you tier accounts Comment 🎥 if you would like to watch the recording and I’ll send it to you! Thanks again to G2 for partnering with us, and our films team for this incredible set up 🔥 Watch this space 👀 #ABM #ABS #AccountBased #Webinar

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For any HubSpotters in the Boston area... *after* INBOUND I have the great pleasure of joining the Boston HubSpot User Group to talk about #ABM #ABX and - importantly, what we can do on HubSpot to deliver these kinds of programs. I'll be sharing pragmatic playbooks and also doing my very best to unravel all the acronyms and lexicon to ensure everyone walks away knowing that... ABM is just great marketing and sales alignment. And HubSpot makes that 100% achievable for any org: https://lnkd.in/eUXR4pV8

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Cloudinary CRO Allison Metcalfe joins the GTM Podcast from GTMnow to share a variety of insights on building a great SaaS business: from customer stories as an incredibly powerful growth lever to balancing product led with enterprise sales motions. Give it a listen: https://okt.to/x2YpUj

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Here’s a simple way to think about where you spend time as a PMM: How do your outputs align with these categories? 1) Growth: Awareness, Acquisition, Activation 2) Engagement: Usage, Retention, Advocacy 3) Monetization: Pricing, Packaging, Cross-Sell, Upsell Depending on where you are in the product lifecycle, your efforts will lean more toward one category than another. Clarifying where your work fits makes it easier to demonstrate your impact. #productmarketing

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As someone who’s worked in product marketing for the majority of my career, I’m passionate about the unique value this function can play in the success of companies at all stages of growth. I recently had an opportunity to connect with Mary Sheehan on this topic for The Women in Product Marketing podcast by Sharebird, and would love for you to tune in!  On the podcast we discuss:  ✨ Key skills to succeed in a product marketing career ✨ How to balance intuition and data when making decisions ✨ How to influence product strategy to achieve product market fit...and more!   Listen here: https://lnkd.in/g6CXG2En #podcast #womenintech #productmarketing #pmmskills

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🔴 Exciting Ecosystem Insights from the amazing Scott Brinker! 🔴 This week at the HubSpot's #INBOUND24 conference in Boston, I had the opportunity to spend some time with Scott Brinker, VP of Platform Ecosystem at HubSpot. I was thrilled to get Scott's perspective on HubSpot's vibrant partner ecosystem and the company's vision for the future. A few key takeaways from our conversation: 🔵 HubSpot's Partner Ecosystem is Thriving - With over 1,700 integration partners (and 1,200 partners attending the INBOUND Partner Day here), HubSpot's partner program is rapidly expanding. Scott emphasized the importance of both technology partners (app integrations) and solutions partners (implementation and advisory services). 🔵 Driving Customer Success Through Collaboration - By bringing together technology and solutions partners, HubSpot is enabling a powerful combination of capabilities. This "Grow Better Together" approach ensures customers can maximize the value of HubSpot's platform through seamless integrations and expert guidance. 🔵 Expanding into Vertical Solutions - Looking ahead, Scott shared HubSpot's focus on empowering partners to build more specialized, industry-specific solutions. This vertical market expansion will allow customers to adopt HubSpot in a way that truly aligns with their unique business needs. 🔵 Advice for Prospective Partners - For technology providers interested in joining the HubSpot ecosystem, Scott encouraged reaching out to the team to explore potential synergies. HubSpot is committed to helping partners build a compelling business case and drive mutual growth. It has been inspiring to see the energy and collaboration at HubSpot INBOUND. As the partner ecosystem continues to evolve, I'm excited to see the innovative solutions that emerge from this amazing community. ➡️ Sneak peek: We've also been hard at work and will have our own shared announcement coming up for HubSpot customers using Sales Hub that want to grow their business by co-selling with Amazon Web Services (AWS). Stay tuned! Scott, thanks for taking time here in Boston and congratulations to the HubSpot team on all the success! Karen Ng, Yamini Rangan, Kelly Sarabyn, Jake Morgen, Russell Bradley-Cook ⚡️, Matt Yanchyshyn, Abhisheikh Lahoti, Chris Grusz, Jason Timmes, MaSonya Scott, Carol Potts, Eamonn Colman, Alan Braun, Josh Deese, Elijah Tramble, Andrew Furner, Mayank Singh Bawa, Ashish Gupta, Suresh Prabhu, Mahesh Chaudhari, Amit Sinha, Sam Gong, Kijoon Lee, Nirav Desai

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I love meetings. 🤣 You don't hear that too often. Why? Because there are too many that are unproductive, aren't useful, or can just be done async. The worst is when someone just wastes your time with no agenda or no purpose. We all know that one person that has a meeting to have a meeting. These people give meetings a bad rep when it could actually be meaningful time spent connecting and solving problems quickly. If this is you, please rethink you and your team's approach. 🙏 You can pull new ideas from Calendly's latest #BetterMeetings blog, and try our agenda template and #BetterMeetings cheat sheet! ⬇️

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As both an in-house CMO and a fractional, I have experienced first-hand the gaping whole in visibility and collaborative planning for GTM resourcing and target goals. For a Marketing leader, you often don't get the visibility you need into sales team capacity actuals and plans to know how well they can cover pipeline and demand generation; you don't have a clear data picture on whether or not you are generating enough pipeline at the sales team or rep level each month; and it was a true struggle for everyone to report from the same dataset. Kudos to Revcast for identifying and solving these data insight problems!

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The most powerful use case for AI today? Making customer-led decisions. The old way ... - Dispersed ownership of voice of the customer across CS, Sales, Marketing, & Product - Manually populating + processing feedback customer facing teams, ultimately leading to overwhelm - Scanning transcripts, docs, and e-mails in hopes to find gold - Sitting with product to try to prioritize feedback across 5 markets - Getting distracted by the loudest {internal} voice in the room The new way ... - Voice of the customer can now be owned, with fewer dependencies - Leveraging AI to aggregate all sources of customer insights / feedback - AI powered searches to identify product champions, develop case studies, and arm marketing with on-demand content - Properly quantifying impact and improving roadmap decisions - Customer voices, louder that those on the inside How are you using AI to put your customers first?

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I’ll keep this short and sweet. After 7.5 years, I say goodbye to Okta. 7 different roles spanning everything from Product Marketing to Demand Marketing and everything in between. $100M~ in ARR to $2B+. The creation and re-invention of multiple market categories. From just a few thousand customers to north of 20,000. Truly iconic, and I consider myself lucky to have been a part of it. Todd McKinnon and Frederic Kerrest, it was a heck of a ride. As for what’s next, I’m excited to share that I’m starting my adventure as Chief Marketing Officer for Axonius. A few important considerations in choosing my next gig: (1) the opportunity to partner with fantastic founders in Dean Sysman Ofri Shur and Avidor Bartov who bring unparalleled expertise, integrity and intellectual curiosity. (2) a market opportunity that is massive, pervasive and untapped (CAASM) … and it’s just the beginning. (3) technology that customers love. Axonius delivers on all of this and more. The future is bright and I’m really excited to get started.

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To be competitive, GTM teams need to demonstrate specialist knowledge and tailor the technical value proposition of increasingly complex products to specific audiences. This is hard to do across a broad portfolio and requires specific skills. As IBM’s Urheim explains, “A PM often has to take on a product marketing role, usually without training. As a result, messaging often focuses on describing a product’s capabilities and features. But that is not how you go to market. You can’t take a ‘product out’ approach; you go to market based on customer needs and use cases.” https://lnkd.in/gz-BAvTc

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Customer appreciation. It’s a term that gets thrown around a lot, but what does it really mean? Latané Conant (she/her), Chief Revenue Officer at 6sense shares her thoughts with SalesTech Star ---> https://shorturl.at/uzLNQ #B2Bsales #martech #salestech #B2Bmarketing #salestechnology #6sense #revops #revtech

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Adaptability, strategic focus, owned media and content to drive growth, and collaborative brand building - these have been the primary messages this morning at Goldenhour in NYC. It's been truly incredible so far, with so many influential SaaS leaders under one roof. Here are my key takeaways from some of this morning's sessions so far: - Colin Fleming Salesforce shared that people's attention span is just 6 minutes in most content. He advocated for failing fast and trying new things, suggesting a break from the playbook to drive revenue. - Sarah McConnell, Qualified noted that you have to integrate owned media into your gtm teams and process. The first task has to be to educate your internal team so they can tell the stories. - Katie Berg, Klue covered everything they’ve tried, failed, and learned in building The Compete Network and how you can drive revenue from owned media. She highlighted the need to own and create the best resources to own the category. - Andrew Davies, Paddle highlighted the importance of caring more about growing the company than adhering strictly to budget constraints. - Alex Poulos Crossbeam stressed the need to prioritize and focus on those priorities, examining how this impacts the funnel and key performance indicators (KPIs). - Jack Foster WorkRamp suggested involving the entire leadership team in brand building, emphasizing the importance of ABM and using LinkedIn Reach reports to track targets as they progress through the funnel and ensure timely delivery of initiatives. - Ferdinand Roberts Asset Class stressed marketers need to test and learn quickly, get feedback and scale what’s working. - Godard Abel, G2 drove home to make sure your marketing focus is on metrics. Brand building is needed but you always need to drive revenue. Excited for more enriching sessions this afternoon. Especially Obaid Durrani HockeyStack and Todd Clouser AudiencePlus sharing their content framework and walk us through their process for launching a “show” strategy for your content marketing. #GoldenHour #marketing #learning

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I could talk about product positioning all day. Good product positioning makes it easy for buyers to see themselves, their routines, and their goals reflected in what you're offering them. Sometimes it's shifting your product positioning from "what we do" to "what we do for you". What a dream getting to meet and talk with Daniel Murray of The Marketing Millennials podcast about: ➡ Creating product positioning that resonates (and how we think about it at Recharge ➡ Sustaining brands in the routine economy ➡ Why your first marketing hire should be a product marketer, and more Check out the full episode ✨

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It's not efficient for your RevOps team to be bogged down with manual data cleanup. Imagine using Einstein's genius just to manage your finances. Grab our ebook to discover how automation can liberate your team to focus on generating revenue. https://gag.gl/QaLZGY #RevOps #data #DataQuality

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Hi all - Sharebird invited me to do an AMA on Sales + Demand Gen alignment - a topic near and dear to me! You can ask questions and sign up to get my answers emailed to you via the link below.

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