Product Marketing
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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 Cisco, and how do you measure it?
Video: PMM Interviews with Cisco Meraki's Head of Product Marketing, Grant Shirk
July 22, 2021
Product MarketingFollow Grant
What's your best product marketing 30-60-90 day plan to make a big impact at a new company?
Head of Product Marketing, Cisco Meraki at Cisco
Time for some radical transparency.  I'm in the midst of this right now. Tomorrow (July 7th) is my 30-day milestone at Cisco Meraki. It's been an awesome first four weeks, and I'm really looking forward to what's next. (Shameless pitch - we're hiring, too!) The size of the company and team ...more
Product MarketingFollow Grant
There's always a new topic (or sales ask) to cover. How do determine the team has covered one "enough" and balance the need for breadth versus depth?
Head of Product Marketing, Cisco Meraki at Cisco
This is what makes PMM so fun. And also a little chaotic. You're frequently context-shifting between strategic investments (a 12- to 18-month horizon), quarterly operational work (those "big rocks" and Tier 1 launches), and the daily/weekly/monthly execution below the scenes. And then a compet...more
Product MarketingFollow Grant
Earlier this year. I had an interview which I think went well but after the assignment. I did not move forward to the next round. I would like to how you would handle this assignment. To be better prepared in similar situations. here the quest?
Head of Product Marketing, Cisco Meraki at Cisco
Pulling this one up. It's outside the realm of KPIs and measurement, but I think it's really critical. And I have a few strong opinions here.  If I can summarize this back, as part of your interview process, you were given an assignment to build an overall strategic plan to take a flagship pro...more
Product MarketingSales EnablementFollow Grant
I'm putting in my Product Marketing and Sales Enablement budget for next year. What line items should I consider / am I missing? I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.
Head of Product Marketing, Cisco Meraki at Cisco
Aim high, and ask for more than you think you'll need - but not by more than 15-20%. People will always be your biggest budget line item in PMM - we're the most valuable asset because structured thinking and positioning can't really be outsourced or delegated to software. However, key items that...more
Product MarketingFollow Grant
How do you think about KPI's for product launches, balancing awareness, demand gen and pipeline?
Head of Product Marketing, Cisco Meraki at Cisco
Going to take my time with this one, as I think it combines a number of the other topics, but it's also critical, because PMM often sits at the center of all these things. * Product launches are a big tentpole event in the lifecycle of a company and a product. Done right, they should drive t...more
Product MarketingFollow Grant
Other marketing roles have clear KPIs; PMM is the only role where we have multiple KPIs. Is there one or two that is critical for PMMs?
Head of Product Marketing, Cisco Meraki at Cisco
I am a huge proponent of shared KPIs. Like Product Managers, Product Marketers often have to work through and influence other teams in order to reach their goals -- and, more aspirationally, to help their customers reach their goals. Shared metrics have superpowers. They drive alignment, account...more
Product MarketingFollow Grant
Can you tell me the three critical KPIs that I can bring to the CMO or CFO to prove the value of PMM?
Head of Product Marketing, Cisco Meraki at Cisco
There are two questions buried in here.  If you are truly in a situation where your leadership doesn't understand the impact of Product Marketing, are you in the right position? Product Marketing is challenging enough when you have buy-in and support from your leaders. I'd question why this is...more
Product MarketingFollow Grant
I'm sure there will be questions about the best KPIs to track, what are some of the *worst* KPIs for PMMs to commit to achieving?
Head of Product Marketing, Cisco Meraki at Cisco
Well, to quote Rush, "if you choose not to decide, you still have made a choice." I would say the worst thing you can do is not commit to something. Pick one and roll with it - you can always adjust if it doesn't fit the business. Owning a number is the best way to establish leadership and priori...more
Product MarketingFollow Grant
I'm a first-time PMM leader at a pre-IPO company; what KPIs should I own and not own?
Head of Product Marketing, Cisco Meraki at Cisco
See above on this one! This is related to that "first PMM" problem, but it's amplified as a leader. Product marketing at a startup needs to drive the conversation about who you're marketing to, why they care, and how you're unique, but you have to do that quickly and show some early wins. If you...more