Clockwise

Clockwise Overview
Employees: 60
Headquarters: San Francisco, CA
Founded: 2016
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Insights from the Clockwise Product Marketing Team
Kacy Boone
Kacy Boone
Head of Growth Marketing, ClockwiseMay 22
Make sure it makes sense first! Do you have a Growth Product team to pair up with? Is Growth well resourced at your company? Is there already a Product Marketing team? A growth marketing team?  I obviously have lots of questions in order to be helpful here, but I think reading through the other answers here on this AMA might also point you in the right direction. If you answered yes to the questions above, then I would start by making it crystal clear what the Growth PMM team will do, establishing swim lanes, and get lots of feedback from cross-functional stakeholders.  If you want to...
Kacy Boone
Kacy Boone
Head of Growth Marketing, ClockwiseMay 22
If there’s a Growth Product & Engineering team that has enough work to support a growth product marketer, then I’d say it makes sense. Their work and scope should be closely mapped to the roadmap of the Growth Product team. Typically will be focused on experiments to improve core user metrics through product adoption, rather than big GTMs / product launches. 
Kacy Boone
Kacy Boone
Head of Growth Marketing, ClockwiseMay 22
Totally! I’ve helped multiple growth marketers make this jump before. You’ve already got the marketing channel performance chops, so I would lean into that. If you’ve built out a strong understanding of what messaging works for your audience, that can also be highly applicable to product marketing. In terms of areas for self-development, I've found that those moving from growth to product typically need to shore up their customer research & insights skills, as well as crafting positioning and messaging. 
Kacy Boone
Kacy Boone
Head of Growth Marketing, ClockwiseMay 22
At my current company, Clockwise, we’re focused on acquisition and monetization mostly. We’re a new product and there’s still lots of room for growth at the top of the funnel so we’re prioritizing efforts like nailing paid acquisition strategy, driving demand for the sales team with events and content launches, and experimenting on the user lifecycle to improve monetization. We have incredible net revenue retention organically, so there's not a need for us to focus on retention at the moment.
Kacy Boone
Kacy Boone
Head of Growth Marketing, ClockwiseMay 22
Growth Product Marketing is an emerging role, especially impactful at companies that have a strong Growth Product arm. As a Growth PMM, you should be mapped to a Growth Product team and support the team in the same ways that a traditional PMM does. As a Growth PMM you’ll be working closely with the Growth Product team on experiments, tests, and research to improve user metrics. As a point of distinction, I wouldn’t expect a Growth PMM to be doing a ton of “big launches” for core products. To demonstrate expertise in Growth PMM, I would lean into your ability to analyze data to understand...
Kacy Boone
Kacy Boone
Head of Growth Marketing, ClockwiseMay 22
I think the core definition is still the same but in pure B2B you’re going to have a much stronger emphasis on sales enablement and think of sales as one of your core channels for communicating with customers. In PLG or B2C, you’re going to have a stronger emphasis on communicating directly to users via marketing channels. In PLG, you’ll still have sales enablement as a core part of your responsibilities, but there’s more of a balance of your time spent on direct-to-user communication and sales enablement.
Kacy Boone
Kacy Boone
Head of Growth Marketing, ClockwiseMay 22
1. Get a good handle on your funnel metrics 2. Identify areas in the funnel where there is disproportionate dropoff 3. Once you’ve narrowed in a bit on where in the funnel you want to focus, talk to your customers. Get feedback on what hurdles exist and what might overcome those hurdles. 4. Brainstorm, scope, and prioritize experiments. I usually like to have some small quick wins complimented by bigger bets. 5. Measure, learn, and iterate. Keep going until you see an impact :)
Kacy Boone
Kacy Boone
Head of Growth Marketing, ClockwiseMay 22
Product marketing is deeply aligned to the product team and is focused on maximizing the adoption of the product suite. Product marketing can also be split into “inbound” and “outbound” functions depending on the stage of the company. Inbound being responsible for research, strategy, and insights to inform product roadmap decisions while outbound is responsible for launches, sales enablement, messaging, and distribution. At a smaller company, product marketing is responsible for both inbound and outbound but their focus on either might shift depending on the stage of the product.  Growth...
Kacy Boone
Kacy Boone
Head of Growth Marketing, ClockwiseMay 22
This is such a great example about how you can’t necessarily take a standard playbook and apply it to every company. The dynamics of team size, resourcing, stage of company, all factor in to how you approach defining the role of your team. To answer your question, it starts with finding ways to align your quarterly (or ideally bi-annual & annual) goals and getting clear on the unique value each team brings to the table. The last thing you want is to have competing time and resources, so you want both teams to be really proactive about sharing goals, priorities, and roadmaps in order to e...
Kacy Boone
Kacy Boone
Head of Growth Marketing, ClockwiseMay 22
There may be times that a product marketer has qualitative goals, but I’d say product marketing (in my experience) has had quantifiable goals more often than not. I think it’s good practice for both growth marketing and product marketing to think critically about how they are driving value to the business that ultimately moves product adoption, user engagement, and subsequently revenue. More tactically, I’ve often seen growth and product marketing create shared goals on user engagement metrics (e.g. increase user activation by X%) or on product adoption goals (get X% of active user to ad...
Clockwise Product Marketing Leaders
Francis Larkin
Francis Larkin
Vice President of Marketing
Kacy Boone
Kacy Boone
Head of Growth Marketing