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 Google, and how do you measure it?
Product MarketingFollow Madeline
What kinds of ongoing, cross-functional meetings do you think are important to have? Which teams are involved, and what agenda items do you recommend?
Head of Marketing, Google Maps Platform at Google
Here's what I have done in the past, but your mileage may vary based on your company. Quarterly: Meet with leadership in your go-to-market teams, product teams, and marketing teams. Understand goals, dependencies, and expectations and make sure you set up instrumentation for tracking success. M...more
Product MarketingFollow Madeline
How do product marketing key stakeholders from other departments change as your company grows?
Head of Marketing, Google Maps Platform at Google
The short answer is that there are more, and the desires each stakeholder has become more specific! Essentially, as companies grow they have the opportunity to bring in more specialized talent. This could be teams in finance that are focused on products, specialized support organizations, strate...more
Product LaunchesProduct MarketingFollow Madeline
How to identify stakeholders of a certain product launch? And if the stakeholders change in the process (either some roles become less vital with launch activities pushing forward or vice versa), how to manage that?
Head of Marketing, Google Maps Platform at Google
The best way to identify the stakeholders is to identify the success metric for the launch, and then figure out who is directly responsible for hitting that metric. Typically your product manager is a stakeholder, but often you'll have a customer success/sales organization involved and also engin...more
Product MarketingFollow Madeline
How do you continue to innovate when your product team(s) have stalled and are no longer bringing new developments to the table?
Head of Marketing, Google Maps Platform at Google
This is an interesting one where I'd want to understand more. Is the innovation slowdown temporary? What is the cause or strategy behind it? What are the expectations on your organization in light of this? In many ways I see this as an opportunity for your team to step up as experts in the marke...more
Product MarketingMarket ResearchFollow Madeline
What approach do you take to build internal consensus among stakeholders when you have limited data to prove/disprove an idea?
Head of Marketing, Google Maps Platform at Google
Start by understanding your stakeholders. What are their overall goals? What are their concerns regarding your proposal? And who in your organization influences the decision makers? Once you know what you need, I would determine if there is a way to have more data to support your idea. It may no...more
Product MarketingFollow Madeline
What pointed recommendations do you have on gaining influence as a new member of an organization or as a junior product marketing team member?
Head of Marketing, Google Maps Platform at Google
Your best play is to show up with an insight backed by data. I think many product marketers over-index on the product and not the market and you have an opportunity to bring market insight into the organization. Being new is actually an advantage because you won't be skewed by the history of the ...more
Product MarketingFollow Madeline
I just joined a new company, and their pitch decks are AWFUL and the sales teams are losing deals because of poor pitches. I'm working with a few key stakeholders to create better pitch decks, but several CSuite team members are apprehensive about trying something new because we'll be filing for IPO soon. They'd rather be consistently bad, then differently good. Any advice for how to get the Csuite team to see that trying a new pitch deck is worth it?
Head of Marketing, Google Maps Platform at Google
First off, great job on finding a problem and bringing people together to fix it! I'd suggest having a little bit more curiosity and empathy around why the CSuite members are hesitant. I'm guessing there might be more going around the IPO and that there isn't actually a desire to be "consistentl...more
Madeline Ng
Head of Marketing, Google Maps Platform at Google
November 4, 2020
Product MarketingFollow Madeline
As an individual coming off of a Covid-19 related lay-off and looking to enter Product Marketing in the tech industry, what action items can be done during this time to strengthen one's resume for future recruitment? Futhermore, I previously worked in infleuncer, product, and global marketing in the beauty e-commerce industry. How can I make my experience relevant and attractive to tech companies/product marketing roles with little experience in the tech industry?
Head of Marketing, Google Maps Platform at Google
First of all, I'm sorry to hear that you were affected by a Covid-19 related lay-off. When pivoting your career, I'm going to parrot back some good advice that I've received in the past. When it comes to making changes in a career, there are usually 3 big facets of change:  1. Industry 2. F...more