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Product Marketing Subteams

What are common struggles of product marketing managers?

2 Answers

You.com Director, Product Marketing • February 13

One of the biggest struggles I've seen for PMMs is explaining the role and the value we create to team members who have never worked with PMM before. If you encounter this challenge, here's a simple framework I've found helpful: Elevator pitch: Product Marketing’s superpower is being the “Voice ......Read More

627 Views

In a large company, how can you ensure you are making an impact in your role as a product marketer?

2 Answers

Candace Marshall

Zendesk Senior Director, Product Marketing • May 8

In large companies, you can make your mark as a PMM through alignment and relationships. Firstly, it's important to ensure your work directly aligns with the company's goals and objectives. Start by familiarizing yourself with your business unit's OKRs (objective key results). For example, if you......Read More

1200 Views

What are the 3 skills you use most often in your role as a product marketer?

2 Answers

Alex Gutow

Snowflake Senior Director of Product Marketing • December 21

As a product marketer, the top three skills I use are: * Being curious and not being afraid to ask questions: Curiosity is so critical for product marketers, especially when it comes to the products and features that we're responsible for. The more you understand about your area, the b......Read More

1284 Views

How do you increase the Product Marketing function's ability to be a more strategic player in the company and not just the launch arm of the feature factory?

11 Answers

Gregg Miller

PandaDoc VP of Product Marketing & Brand • October 8

I’m assuming this question is about moving from a focus on the “last mile” of the go-to-market process entailing sales enablement and product launches to more “upstream” go-to-market strategy activities like identifying market opportunities, defining target segments in the market, partnering with......Read More

2313 Views

How do you influence people who are not aligned on the same objective (a different team with different goals) to move the needle on an interdisciplinary project?

4 Answers

Jason Perocho

Amperity SVP, Head of Marketing • December 21

Let's pull back from this question because it does not provide a great premise to build on. Every for-profit business has the same objective of making money profitably. Making money profitable can be further subdivided into business metrics around acquisition, which can be further subdivided into......Read More

452 Views

How have you scaled and organized your product marketing team? ( by function, product line etc.) What works and what downsides have you experienced?

1 Answer

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • May 14

In earlier stage companies, small teams of generalists tend to drive great results with their expansive understanding that comes from being in the weeds of product alignment, customer insight, research, and campaign execution and sales enablement. As the company grows, and progresses into multi-p......Read More

915 Views

How do you get buy-in from multiple teams on a longterm strategic initiative when they are bogged down with daily fires. And how do you sustain their interest and commitment?

2 Answers

Julien Sauvage

Clari VP, Brand, Content and Product Marketing • November 29

Simple. By showing impact. And you would show impact in an always-on dashboard (online), or deck. Then, overcommunicate. Keep it fun and playful. Send a monthly newsletter to your stakeholders. Talk about what's next. And worked, what didn't. Be authentic and show focus, passion, accountabilit......Read More

668 Views

How can you measure the value of what a product marketer does? How can you make executives perceive this value?

1 Answer

Ben Rawnsley-Johnson

Atlassian Head of Product Marketing • May 14

PMM don't own outcomes the way some other teams like sales (meetings, deals) and engineering (shipped code) - but we do own the pursuit of the metrics that matter, and the alignment of teams that contribute to metrics that span teams - CAC, CLTV etc. Any marketer knows that our value is reflecte......Read More

917 Views

What can we do if there's no Wave or MQ for our category?

7 Answers

Christine Tran

Quantum Metric VP, Product Marketing • July 28

This is the situation we're in right now. Our AR program is three years old and it's an ongoing initiative to identify and vet the right analysts, build relationships, and education/inform/influence their research roadmap. Here are a few tactics I'm using: 1. Identify the analysts who (will) wr......Read More

1996 Views

How does one create a "positioning document?"

Our organization is focusing on a new customer segment and channel. My CMO has asked me to create a "positioning document" that we can share with senior leadership that articulates how we're going to market to this segment. Does anyone have a template or (and NDA-compliant) example document I could use as a model? Just trying to understand what type of information to include and how best to organize it. Thanks!

10 Answers

Leonardo Vergani

McKinsey & Company Engagement Manager • July 29

Hey, Intercom published a blogpost with their templates for everything related to Product Marketing, including a Positioning template. You can read the blogpost here: https://www.intercom.com/blog/how-product-marketing-helps-build-product/ Specifically, the positioning template is availab......Read More

1700 Views

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