Product launches are never “just a launch.” Some releases quietly drive retention, others reshape the business, and treating every launch like a Tier 1 moment creates burnout internally and noise externally. In this episode, Ashley Faus, Head of Lifecycle Marketing at Atlassian, breaks down how Atlassian thinks about launch tiers and how PMMs can use tiering to align teams, set expectations, and ship with more clarity and less chaos.

Ashley walks through what actually makes a tiering framework work, starting with auditing how launches have been run in your org, then aligning tiers to impact across customers, the company, and the ecosystem. She shares how to build buy-in through a cross-functional roadshow, and how to map tactics to tiers based on intended impact, not a checklist of activities.

We also take a look at the messaging of Contentstack in our messaging critique segment. We go through a real example of channel mismatch, where a strong billboard promise did not match the vague website headline, and what changed when feedback forced the messaging to become clearer and more consistent. The takeaway is simple: even the best launch plan falls apart if the message people land on does not match the message that got their attention in the first place.

Key Takeaways

• Launch tiers create clarity by aligning effort to impact, not internal workload
• Audit past launches to build a framework your org will actually adopt
• Get cross-functional buy-in through a roadshow before you lock the tiers
• Map tactics to the tier’s impact, not a bigger list of activities
• Messaging consistency across channels is non-negotiable for launch success

LINKS

Messaging Critique:

Contentstack:

https://www.contentstack.com/

Connect with Ashley:

LinkedIn: https://www.linkedin.com/in/ashleyfaus/

Connect with Elle:

LinkedIn: https://www.linkedin.com/in/elle3izabeth/

Every product marketer knows the feeling of walking into a meeting, bracing to prove your worth because most people do not really understand what product marketing actually does. We are all experts at crafting messaging and launching products, but translating that work into business results that leadership can see and believe in is where so many PMMs get stuck. Today, we're talking about how to demonstrate product marketing value in a way that is simple, credible, and impossible to misunderstand. Julien Sauvage, CMO at Cordial and former PMM leader at Salesforce, Gong, and Clari, joins us to share his expertise.

Julien explains his practical playbook for proving impact, based on his experience at Gong where he directly linked messaging changes to sales outcomes. He shares how to start with a single metric, build a narrative, train your sales team, and use data to measure adoption and results. This approach proves value and creates a culture of continuous improvement and alignment with business priorities.

We also break down the messaging strategies of UserGems and ZoomInfo, showing why clarity and specificity matter for every brand, no matter the size. Julien’s advice for PMMs is to focus on business outcomes, keep your approach flexible, and make your narrative impossible to ignore. Tune in for actionable strategies and real-world examples that will help you make your product marketing impact clear and compelling.

Key Takeaways:

• Start with one clear metric to define and measure your impact
• Build a narrative and enable your sales team with hands-on training
• Use data to track adoption and outcomes, then refine your approach
• Prioritise clarity and specificity in your messaging, regardless of your brand’s size
• Keep your strategy flexible and always align with business priorities

LINKS

Messaging Critique:

ZoomInfo: https://www.zoominfo.com/

UserGems: https://www.usergems.com/

Connect with Julien:

LinkedIn: https://www.linkedin.com/in/julien-sauvage/

Connect with Elle:

LinkedIn: https://www.linkedin.com/in/elle3izabeth/

You're tweaking resume bullets at midnight and second-guessing every word whilst everyone else on LinkedIn seems to have the perfect career story. Here's the brutal truth: most PMMs never get real feedback on their resume, messaging, or career direction. We're all just guessing what hiring managers care about and whether our stories actually land. That guessing ends today as we kick off the PMM Summit Series with Yi Lin Pei, renowned PMM coach and career strategist who's helped over 300 PMMs get hired in as little as 30 days and get promoted within months.

Yi Lin tackles the real conundrums keeping you stuck, starting with transforming your resume from boring task list into compelling movie trailer that makes hiring managers itch to learn more. We dissect real-world PMM resumes to uncover what actually works, then dive into listener challenges including Josh (drowning in tasks after team downsizing) and Elena (struggling to gain strategic recognition). Yi Lin reveals practical frameworks like the impact versus effort matrix for prioritization and the crucial transition from transactional PMM to partnership-focused strategist.

We also analyse the messaging strategies of Gong and Outreach, breaking down how Gong positions as "operating system for revenue teams" whilst Outreach champions "AI revenue workflow." The segment reveals why strong, unique points of view matter more than feature lists and how both companies own distinct strategic positions. Yi Lin's insights prove that PMMs who advance think strategically about their own careers with the same rigour they apply to product launches.

LINKS

Resources:

Product Marketing Resume Sample

Guide to Enhancing the PMM+Sales Relationship

Product Marketing Prioritization Process Newsletter

Messaging Critique:

Gong: https://www.gong.io/

Outreach: https://www.outreach.io/

Connect with Yi Lin:

LinkedIn: linkedin.com/in/yilinpei

Website: https://www.courageous-careers.com/

Connect with Elle:

Website: www.productmarketingadventures.com

LinkedIn: https://www.linkedin.com/in/elle3izabeth/