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Product Marketing Team

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 9

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

2319 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 15

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

1136 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 30

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 15

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

1132 Views

When do you know you’re ready for your first PMM hire? How do you think about setting that hire up for success?

2 Answers

Austin Carroll

Brex Sr. Product Marketing Manager, Financial Product • January 27

I don't think it's ever too early for your first PMM hire as they can help identify the product-market fit, positioning, and messaging. To make sure you have set up for success, make sure you have some people staffed (either full time or contract) where they can share work and delegate the strate......Read More

531 Views

What are the top 3 potholes to AVOID when establishing or building out the Product Marketing function at a company?

3 Answers

Jason Oakley

Klue Senior Director of Product Marketing • January 6

I can't think of three good ones right now, so I'll give you two of my favourite: 1. Saying yes to everything When you come in as the first PMM, people are going to be throwing projects at you left and right. It's easy to say yes to everything, after all, who wants to say "no" in th......Read More

1016 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?

9 Answers

Lauren Barraco

Inscribe VP, Marketing • December 16

Start building the foundational materials - product positioning, the pitch deck, messaging guides, launch processes, etc. and get alignment on these early! It's critical to get these pieces done first so that you can scale effectively. As a team of 1, you are going to need to rely on the other pe......Read More

2056 Views

How do you communicate product marketing updates and activities to the rest of the company?

11 Answers

Diana Smith

Hashi Senior Director of Product Marketing • July 17

We match internal promotion based on the level of the product announcement. Small updates are little features that mostly existing customers are excited about. Medium updates are larger changes that potentially open up a small new audience or unlock new revenue potential. Large updates are major ......Read More

4225 Views

What does your product marketing team org structure look like?

Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?

15 Answers

Kristen Ribero

Greenplaces VP Marketing • July 19

In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ......Read More

2327 Views

How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?

12 Answers

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 18

I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More

2478 Views

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