Product Marketing
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Adobe

Adobe

Top Team Awards
Winter 2020
Team Questions
What does the interview process look like for product marketing roles?
What does your org structure & size of the product marketing team look like?
What does success look like for product marketing at Adobe, and how do you measure it?
Product MarketingFollow Melinda
How do you define success leading PMMs? What are the KPIs you track?
Director of Product Marketing at Adobe
For myself, I track based on completions of specific milestones (specific deliverables we planned for - i.e. sales play development, enablement, strategy completed, etc) that were led by myself and/or my team. I also track my team’s engagement score in our annual surveys and work towards improvi...more
Product MarketingFollow Melinda
As a b2c product marketer, how best move into SAAS industry/b2b?
Director of Product Marketing at Adobe
People often say that you can get into organizations by either function or domain. If you haven’t been in SaaS before, get into a SaaS company through your functional expertise - product marketing. I would recommend moving into a SaaS company that does both B2C and B2B. You have the product mark...more
Product MarketingFollow Melinda
What are some key attributes that an experienced PMM has or needs to get to SPMM?
Director of Product Marketing at Adobe
The key differences in Sr PMMs and PMMs come down to ownership, self-sufficiency and complexity. As a Sr PMM, you will be expected to self-sufficiently drive projects on your own without significant guidance from your manager. You will also be expected to be able to lead and own more complex ini...more
Product MarketingFollow Melinda
What pointed recommendations do you have on gaining influence as a new member of an organization or as a junior product marketing team member?
Director of Product Marketing at Adobe
With every new job, you have a period during which you need to prove yourself. As PMMs, we gain influence and prove ourselves by knowing the customer, market, business, and product better than others in the company. Figure out which one of those matters most to your company and your leadership, b...more
Product MarketingFollow Melinda
How do you get into a saas based company if you have no experience working in one and what are some of the core competencies you need when you are starting out?
Director of Product Marketing at Adobe
People often say that you can get into organizations by either function or domain. If you haven’t been in SaaS before, get into a SaaS company through your functional expertise - perhaps marketing, demand generation, or operations, for instance. From there, you can move around. The core competen...more
People ManagementProduct MarketingFollow Melinda
Product Marketing is often a very flat team, with very little hierarchy (except at larger companies) how do you prepare yourself to become a Director and manage a team, without any experience managing anyone previously?
Director of Product Marketing at Adobe
Yes, this is a tough one. I would suggest doing the following to gain some more recent “management” experience: 1. Hire an intern - either summer or part-time 2. Manage agencies or contractors 3. If side projects are possible at your company, see if anyone wants to work on a PMM side proj...more
Product MarketingFollow Melinda
How, particularly during the pandemic, have you been able to network & develop your career given traditionally a lot was offline/in person?
Director of Product Marketing at Adobe
Great question. I haven’t focused on this, but here are three actions that I’ve intentionally done: 1. Show up on video in meetings where important leaders are present so I get visibility (literally) 2. Set up virtual 1:1’s with people I haven’t seen or connected with in awhile 3. Comment...more
Product MarketingFollow Melinda
What do you see as the most important hard/soft skills to be a successful product marketing professional?
Director of Product Marketing at Adobe
Required Hard (Functional) Skills: * Analytical — both quantitative and qualitative. From financial modeling to behavioral analysis to awareness campaign tracking to focus group findings, you’re going to need to be able to dissect data, interpret it, and figure out what the implication...more
Product MarketingFollow Melinda
What are some of examples of ways you have been able to get promoted or support your colleagues to get promoted at the same company?
Director of Product Marketing at Adobe
Here are two opposite examples of people getting promoted to more senior product marketing roles: 1. “Nancy” was extremely motivated and driven to get promoted. She proactively raised this in our regular check-in’s, and I asked her to create a plan with milestones against her annual obj...more
Product MarketingFollow Melinda
The job of a PMM can vary greatly from company to company, industry to industry, and even based on where they report to (Product vs Marketing). What have you found to be successful in defining your career as a PMM?
Director of Product Marketing at Adobe
1. Ensure that your focus areas are aligned with what is most important to the company. For example, if Enterprise is the core segment, you might not get the support and interest you need/want if you are focused on B2C. Doing what is most important to the company means that you are delivering val...more