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AMA: Unbabel VP of Product Marketing, Sarah Din
on Building a PMM Team
January 19 @ 10:00am PST

View AMA Answers

Product Marketing With Sarah Din, VP of Product Marketing at Unbabel
Top Questions
What are the key processes you'd set up when expanding the PMM team from 1 to multiple people?
VP of Product Marketing at Unbabel
It is so important to have some foundational processes in place before you scale a team. Here are a few I always like to establish right away * GTM, product launch process - this is a huge part of the role, and not having a clear process can cause confusion and misunderstanding. This is al...more
How do you communicate product marketing updates and activities to the rest of the company?
VP of Product Marketing at Unbabel
Internal comms is sometimes undervalued, but in my opinion, it is one of the most important parts of a PMM's role, especially because product marketing is one of the very few roles that are extremely cross-functional and sits between multiple teams. Here are few ways I've seen it work best: * F...more
As a hiring manager, what do the best product marketing candidates have in common?
VP of Product Marketing at Unbabel
I love this question because in my experience I have hired PMMs from a variety of backgrounds, including people that have had no direct PMM experience, but they all had the right aptitude for the role. Depends on the level of seniority you are looking for OR the kind of product you have, you migh...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?
VP of Product Marketing at Unbabel
Does not matter if you are a junior PMM or a seasoned PMM leader - owning/coordinating launches and copywriting will always be part of your job in one way or another so embrace those, be the best at it, and use the experience to hone your craft. But you also don’t want to be pigeonholed into JUST...more
In hiring additional Product Marketing Managers, is it more important that they have PMM experience, or that they're a well-rounded marketer/communicator?
VP of Product Marketing at Unbabel
This really depends on your current PMM team, and how they are structured.  * If you have PMMs that are very specialized in certain areas and are you trying to grow the team, think about what gaps you have and focus on that in your hiring process. * If your team is full of marketing ge...more
If your product marketing team is only or two people responsible for covering multiple products with complex features, how would you recommend dividing the workload in the short-term so as best to support long-term growth and expansion of the team?
(context: small company, still establishing product marketing function, no senior marketing leader to guide, lots of room to carve own path, looking for best ways to support success!)
VP of Product Marketing at Unbabel
There are always going to be a million things that you feel need to be done. PMMs by nature want to take on everything, but the fact is, even though things might seem critical, not everything needs to be done right away. Especially in the absence of a senior marketing leader who can help triage p...more
What's the most effective way to scale a PMM team beyond the first PMM?
VP of Product Marketing at Unbabel
To scale any team you want to do it thoughtfully, and have a clear plan in place before you go on a hiring binge.  * Have the right foundation in place before you bring on more PMMs. For instance, have the basic tools or processes in place because once you scale your team, it's much harde...more
Question about org structures - 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?
VP of Product Marketing at Unbabel
This is a question I get a LOT. Everyone wants to know whats the idea PMM team structure. The short answer is there isn't one. Firstly, the role of a PMM looks different in every company. Secondly, the role of a PMM is not static. The role should evolve based on business priorities. So while y...more