Klue

Klue Overview
Website: klue.com
Employees: 11
Headquarters: Vancouver, BC
About
Klue is a market and competitive intelligence software that enables competitor research and delivery of sales battlecards to B2B Sales teams.
Insights from the Klue Product Marketing Team
Jason Oakley
Jason Oakley
Sr. Director of Product Marketing, KlueJanuary 5
It's challenging because there are so many overlaps, but I think it boils down to clear, consistent communication. And maybe breaking it down into how you work (or don't work) together on a project-by-project level.  For example, on a product release, your committee will likely include people from each of these teams. When you set out the plan for that launch it's important to clearly define who own what. After enough releases, you all should be in lock step for how you work together on those particular types of projects.  Over time, apply this approach to other projects types and soon yo...
Jason Oakley
Jason Oakley
Sr. Director of Product Marketing, KlueJanuary 4
A lot of this depends on the size, stage, and goals of the company, but here's how I suggest approaching prioritization.  Create your PMM Charter With the input of your boss and other leaders in the company, you'll first want to define what PMM looks like at your org. This helps set the guardrails for what product marketing is repsonsible for at your org and what your main objectives are. This will take into consideration what the top priorities are for company leadership. Set out on a priority seeking mission In your first month or so, you have the opportunity to have a ton of 1:1 conv...
Jason Oakley
Jason Oakley
Sr. Director of Product Marketing, KlueJanuary 2
I'm still trying to master this one, but here's what I'm doing at Klue (I'm in my first month at the company).  Create your PMM Charter With the input of your boss and other leaders in the company, you'll first want to define what PMM looks like at your org. This helps set the guardrails for what product marketing is repsonsible for at your org and what your main objectives are. This will take into consideration what the top priorities are for company leadership.   Set out on a priority finding mission In your first month or so, you have the opportunity to have a ton of 1:1 conversation...
Jason Oakley
Jason Oakley
Sr. Director of Product Marketing, KlueJanuary 2
I actually did a presentation on this about a month ago, which you can watch here. I don't split it out into 30-60-90 day increments, but within that period, these are the things I'd suggest doing: 1. Get to know your product - get demo certified, the same as your AEs 2. Start building key relationships internally - have lots of 1:1s 3. Create battlecards for your top 2-3 competitors 4. Put your positioning on paper 5. Define a product launch process 6. Set up your internal communication channels 7. Perform a content audit and find the gaps that need filling 8. Gather the tools, t...
Jason Oakley
Jason Oakley
Sr. Director of Product Marketing, KlueJanuary 2
Know the product and their role (product management) well. In my experience, I've been able to build credibility with PMs by being able to speak their language, communicate in tools like Jira, Confluence, Miro, Figma, that they use every day to do their job.  While product knowledge is important, market and competitive knowledge is a huge asset for PMs and something they often don't have. If you can bring that to the table, you'll be seen as a valued partner.  I've also experienced a tension between PM and PMM when it comes to overlapping jobs and who owns what. PMs may feel like a new pr...
Jason Oakley
Jason Oakley
Sr. Director of Product Marketing, KlueJanuary 2
I was one of the first marketing hires at Chili Piper. I personally think there's a strong arguement to hire product marketing first. Positioning, messaging, segmentation, sales enablement, these are all critical things that should be focused on early. If not, you'll waste a lot of time and money churning out content and ads that miss the mark.
Jason Oakley
Jason Oakley
Sr. Director of Product Marketing, KlueJanuary 2
I think it's a hugely valuable and strategic relationship.  Sales Enablement is invested in the growth and performance of the sales team. They provide the systems, processes, and tools that reps need to ramp quickly, and continue hitting their quota. They ususally have credibility amongst the sales team and reps listen to what they say/ask.  For Product Marketers, this is a huge strategic partner. Our messaging, content, tools, etc. provide valuable content Sales Enablement can use in their training. We can leverage their existing processes and ear of the sales team to effectively distrib...
Jason Oakley
Jason Oakley
Sr. Director of Product Marketing, KlueJanuary 2
I'll start by saying that I love the initiative you're taking to break into product marketing. It sounds like you are doing a lot of the right things. A lot more than most who are in your shoes.  I think my first question would be why are you preferring to look externally for your first PMM role? If joining your PMM team is a possibility, I would definitely encourage you to consider it. It sounds like you're already helping out on some projects, and you clearly understand your product, customer, market, etc. Even if you were to join their team for 6 months to gain some experience and the t...
Jason Oakley
Jason Oakley
Sr. Director of Product Marketing, KlueJanuary 1
They know very little about our market, product, and competitors, and haven't really made an effort to learn.  One way to stand out in the interview process is to show that you have a solid understanding of what the company does. If you can confidently speak about their competitors, talk about their product, show you understand their market, you will impress them. They'll have confidence in your ability to hit the ground running, and you'll show you took the initiative to learn about their space.  When I can tell that a candidate knows little about what we do, I: 1. Worry about how long...
Jason Oakley
Jason Oakley
Sr. Director of Product Marketing, KlueJanuary 1
I was one of the first marketing hires at Chili Piper. I personally think there's an arguement to hire product marketing first or second. Positioning, messaging, segmentation, sales enablement, these are all critical things that should be focused on early. If not, you'll waste a lot of time and money churning out content and ads that miss the mark. 
Klue Product Marketing Leaders
Jason Oakley
Jason Oakley
Sr. Director of Product Marketing