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AMA: Sendoso Former Sr. Director, PMM, Lauren Barraco on Developing Your Product Marketing Career
December 15 @ 10:00AM PST
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Sendoso Former Sr. Director, PMM, Lauren Barraco on Developing Your Product Marketing Career
Top Questions
Lauren Barraco
Inscribe VP, Marketing • December 14
100% agree - there are so many areas that you get pulled into as a product marketer. If you think PMM is the path for you, I'd recommend you start with the age-old question... What are YOU passionate about? What gets you up in the morning and drives you? Focus on that first. Like you said, PMM is......Read More
814 Views
2 requests
How can I improve my interviewing skills for a product marketing role?
I had my first interview in a long time recently and fumbled my way through it. How can I get better for next time?
Lauren Barraco
Inscribe VP, Marketing • December 14
First and foremost: practice, practice, practice. But at the end of the day, the key to product marketing is storytelling, right? You should think of your career in the same way. Run through your resume and build a storyboard to help you articulate why you made each move and what you were try......Read More
1829 Views
6 requests
If you're trying to make a pivot into product marketing, what advice do you have for highlighting transferrable skills and addressing gaps?
My most recent experience is doing partner marketing at Toast, which was on the same team as product marketing, doing partner product launches, running our partner program, doing sales enablement, and planning/executing campaigns. I have experience in content marketing at Tripadvisor (where I helped grow product adoption of a new product), and project management experience at the WiMAX Forum (where I empowered member companies like Hitachi, Siemens, GE, and more to bring WiMAX technologies to market as part of their product offerings).
Lauren Barraco
Inscribe VP, Marketing • December 14
It sounds like you already have a lot of the relevant experiences to make your first jump into product marketing. We actually have someone on the product marketing team who started in the same way - partner marketing. She leveraged her experience on the partner side to build on product marketing.......Read More
1020 Views
3 requests
Lauren Barraco
Inscribe VP, Marketing • December 15
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
1875 Views
5 requests
Lauren Barraco
Inscribe VP, Marketing • December 14
I would start by focusing your research internally - although the PMM team might not know what headcount they have yet, I can guarantee that they know where their gaps are / what areas they're struggling to keep up... How's their partner go-to-market strategy? Do they feel they have strong joint ......Read More
894 Views
3 requests
What are potential career paths after Product Marketing?
I've spent ~4 years doing Product Marketing at different Fortune 100 companies and wanted to know what are potential career growth opportunities beyond PMM. Almost everybody I know stays in PMM and continues on into leadership or goes into Product. What else is out there?
Lauren Barraco
Inscribe VP, Marketing • December 14
Oh my gosh - the possibilities are endless! The skills required for PMM are transferrable in so many ways. Like you mentioned, there's the product route that you can build on and either lead a PM or PMM team (or both!). The other obvious one is in the CMO direction - for this, you'd definitely ne......Read More
1714 Views
6 requests
What would you say are the top 3 - 5 areas a Product Marketing Manager should always be focused on that can make the biggest impact at a growing start-up?
Product Marketing can end up being a catch-all in terms of responsibilities.
Lauren Barraco
Inscribe VP, Marketing • December 14
I'll start by saying that there are two major variables on this one: 1) what the organization needs - this can be very different depending on size of the company, stage of growth, etc. and 2) the reporting structure of the PMM team - do you report to the CTO or CPO? Or do you report to the CMO? D......Read More
1483 Views
6 requests
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