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AMA: Amplitude Former Head of Product Marketing, Suyog Deshpande
on Developing Your Product Marketing Career
November 19 @ 10:00am PST

View AMA Answers

Product Marketing With Suyog Deshpande, Head of Product Marketing at Samsara
Top Questions
Why do you think the turnover for product marketing jobs is so high?
Most of my marketing colleagues have either gotten fired, laid off, or found a new job within the past 18 months. I've personally have been laid off 5 times and left on my own 5 times in the past 10 years. Why such high churn in marketing?
Head of Product Marketing at Samsara
Not just product marketing but overall marketing has relatively higher turnover compared to other functions. This is true for CMO vs other CXOs as well. If it is initiated by the candidate, then in most cases, it would be fair to say that the job market is hot and we all should be happy. Of cour...more
What did you wish you knew at the very beginning of your product marketing career as a Product Marketing Manager?
Head of Product Marketing at Samsara
Salespeople are NOT your customers, they are team members: This will change how you look at your marketing strategy and deliverables. It is fair to say that the content product marketers develop will be consumed, used and delivered by sales. However, the content should resonate with your prospect...more
How do you make the jump from senior manager to director level in product marketing?
Head of Product Marketing at Samsara
There is no one path but let’s unpack what it means to be a director. It isn’t that the directors know exponentially more or they suddenly become better decision makers. When we all start our careers, we search for the right answers. In fact, we are judged by our ability to find the right answer...more
What's your best product marketing 30-60-90 day plan to make a big impact at a new company?
I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.
Head of Product Marketing at Samsara
First 100 days in a job quite important. The First 100 days are your opportunity to ask questions, make some bold moves, build trusted relationships, and set the tone. I would focus on the following things: Build a solid understanding of your industry and target market: As a PMM, you need to b...more
Does product marketing or marketing (marcomm) create content in your company (case studies, one-pagers, sales decks, whitepapers, etc.)?
Head of Product Marketing at Samsara
It is different in different companies but you will most likely see the content divison as follows -  Product Marketing content: Product focused, long-form, strategic, longer shelf life, consumed by sales (in addition to customers), not all content PMMs do is technical or semi-technical but be...more
What kinds of skill sets do you look for in Product Marketing Managers who are switching to a career in Product Marketing?
Head of Product Marketing at Samsara
There are multiple entry paths for product marketing If you are fresh out of college (MBA) and want to switch to product marketing - Problem solving (Can you identify the right problem and can you analyze the problem to identify the root cause?), Creativity (Will you bring a fresh perspective to...more
As a b2c product marketer, how best move into SAAS industry/b2b?
Head of Product Marketing at Samsara
You already are a marketer, which is a good starting point. Key differences:  * In B2C, you are focused on users. In B2B, you also need to think about accounts: That means you are moving from a “a buyer” to “ a committee of buyers” for your product. That means additional personas, object...more
Do you have advice for a junior Pmm who is a first product marketing hire? How do you keep from being the launch project manager, or new releases copy writer?
Head of Product Marketing at Samsara
Know your ARR/Pipegen numbers and analytics tools: Get comfortable with building reports and dashboards. Know how to run reports and play around with that data. You will start uncovering interesting things - ex: we are weak in a certain market segment or we tend to have higher win rate for certai...more
When moving from a Sr PMM role to ‘lead’, what are those attributes that person should embody?
Head of Product Marketing at Samsara
Answered a similar question on "Sr.PMM to Director". Here's my response for that question:  There is no one path but let’s unpack what it means to be a director. It isn’t that the directors know exponentially more or they suddenly become better decision makers. When we all start our careers, ...more
How does someone break into a product marketing role? I've seen associate roles that still require 1-3 years of experience and haven't gotten results from applying for them with transferable skills highlighted in my resume.
Head of Product Marketing at Samsara
It is tough. If you are planning to move internally, it starts with finding a sponsor - someone who is willing to take risk for you. That is not going to happen automatically.  I answered a similar question so posting that reply.  There are multiple entry paths into product marketing If yo...more
There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions. What role does brand marketing play in product marketing?
Head of Product Marketing at Samsara
First, you can not decouple analytical skills from brand marketing skills. They are not mutually exclusive. You are right that there is more emphasis on analytical skills in job description for product marketers. Primarily because analytical skills are easier to evaluate. They are also critical b...more