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AMA: WordPress.com Former Director of Product Marketing, Sara Rosso on Product Marketing Processes in a Remote Company
April 07 @ 10:00am PST

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Product Marketing With Sara Rosso, Director of Product Marketing at HubSpot
Top Questions
Which other teams do product marketers work closest with at your company?
Director of Product Marketing at HubSpot
I've had developers and marketers directly on my reporting team in the past and our consumer marketing organization now has a centralized engineering team in the division. We're not a traditional marketing organization in many ways, and relatively "young" compared to the rest of the company (see ...more
What does the interview process look like for product marketing roles?
Director of Product Marketing at HubSpot
As a 100% distributed company (see this answer [https://sharebird.com/ama/wordpresscom-automattic-director-of-product-marketing-sara-rosso-on-product-marketing-processes-in-a-remote-company?answer=YaWNA8o4gy]), our interview process is basically the same for all roles. Given our distributed natur...more
What are the company and team values? What characteristics do you look for in product marketers in order to represent those values?
Director of Product Marketing at HubSpot
As a company, we have a creed [https://automattic.com/creed/] that we reference often. Practically, working in a 100% distributed company (see this answer [https://sharebird.com/ama/wordpresscom-automattic-director-of-product-marketing-sara-rosso-on-product-marketing-processes-in-a-remote-compan...more
What are the aspects of operationalizing a GTM plan that might prove to be most risky?
Director of Product Marketing at HubSpot
One of the biggest risks of operationalizing a GTM plan is the lack of a common understanding of the time it takes to do good marketing work, internally. Marketing shouldn't slow down product; but at the same time, the more time and advance notice marketing has, the more we're able to enrich, ad...more
How do you update stakeholders, and the company as a whole, on the recent activities and achievements of product marketing?
What channel/form, what content do you include, formats, etc.
Director of Product Marketing at HubSpot
See this answer for how we work as a 100% distributed company [https://sharebird.com/what-systemstools-do-you-swear-by-for-product-launches-to-keep-all-stakeholders-informed-and-engaged?answer=YaWNA8o4gy]. We work a lot in "public." As for updates, the entire company publishes bi-weekly updates ...more
What systems/tools do you swear by for product launches to keep all stakeholders informed and engaged?
Director of Product Marketing at HubSpot
As a fully distributed / remote company, we operate slightly uniquely than other companies - the two biggest differences are 1) we don't use email and 2) everything by default is public to the entire company. Instead of email, we publish everything on our intranet, which is naturally powered by ...more