Pendo

Pendo Overview
Website: pendo.io
Employees: 420
Headquarters: Raleigh, NC
Founded: 2013
About
Pendo provides software product managers and teams with a powerful integrated platform to better understand and improve the product experience. Without requiring any engineering resources, organizations can use Pendo to extend their product to capture ...
Insights from the Pendo Product Marketing Team
Marcus Andrews
Marcus Andrews
Director of Product Marketing, PendoDecember 15
The big one is thinking they are smarter or better equiped to make roadmap decsions than the product team. Don't do that. Don't make it your crusade to get something on the roadmap. You have to give your Product team the space to make the right calls. If you don't trust them why will they trust you? Be a good partner, don't tell them what to build, just give them insights that help them. 
Marcus Andrews
Marcus Andrews
Director of Product Marketing, PendoDecember 15
This is my version of the "T-Shaped marketer". It's how I coach PMMs to develop their skills.  https://docs.google.com/presentation/d/1NhRmE4pf96M--bih_MSoT-7YpKW3p51i9_-yBhKhIZo/edit#slide=id.p I think starting by developing a great generalist base of knowledge is key. From there getting good at a set of skills more particular to PMM (writing, sales enablement, market research, creativity, product knowleged, presenting, etc) Those are the things we should be really good at.  Then finally there are few things unique to PMM , Positioning, product launches, Narrative design, cross-function...
Marcus Andrews
Marcus Andrews
Director of Product Marketing, PendoDecember 15
I think to be a great PMM leader, it's really important to have done the work. So to have owned massive product lauches, designed narratives, led sales trainings, etc. PMM can be an ambigous job so a leader that hasn't been there done that usually isn't succesful.  The hard skill then left to learn is management. Coaching, support, leadership, alignment. That's a hard skill that you can't overlook. Just becuase someone is a great PMM doesn't mean they will become a great PMM leader. It takes knowledge, practice, and time to acheive that just like anything else. 
Marcus Andrews
Marcus Andrews
Director of Product Marketing, PendoDecember 15
Not sure if these are "technical skills" Product Marketing isn't a technical job, it's a communications job. But the three biggest hard skills that will help you succeed in PMM and that I interview for are.  Creative Generalist: Does the candidate bring a strong generalist marketing background. Do they understand the basics of demand gend, design, brand, video, etc. PMM is one place having a broad set of experiences is truly helpful.  Excellent Storyteller: Can the candidate tell a persuavie product driven story? Can they clearly communicate a complicated technical product? Can they write...
Marcus Andrews
Marcus Andrews
Director of Product Marketing, PendoDecember 15
Here are the biggest 2 - communication and teamwork.  PMMs are one of the most cross functional roles in marketing / most companies. You have to be able to bring teams together and create momentum where none exists. This is hard to do if you're not a good collaborater / teammate. Skills like empathy, low ego, enthusiasm, transparency, and more come in real handy here.  The other big one is communication. Maybe it's controversial but PMM is a communications job. A huge part of our value is taking product updates and packaging and positioing them so they are easier to understand and sell or...
Marcus Andrews
Marcus Andrews
Director of Product Marketing, PendoDecember 15
It certainly depends but I'd say it's more important to have the right soft skills. Specifically for product marketing teams. What PMMs do can really vary company to company. So while it's likely your hard skills will at least "sort of" transfer, there is no gaurentee.  So, communication, flexibility, hunger, transpartnecy, honesty, curiousity, etc. Those are the skills you'll be leaning on for a while till you figure out how to apply your hard skills.  Also the more senior you get the more I like it flips. If you're brand new to PMM you have to be really strong on soft skills, more sr. s...
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Video: Adventures in Messaging S02E15: With Jason Gatoff, VP of Product Marketing at Pendo.io
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Marcus Andrews
Director of Product Marketing at Pendo.io
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Marcus Andrews
Director of Product Marketing at Pendo.io
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Marcus Andrews
Director of Product Marketing at Pendo.io
Pendo Product Marketing Leaders
Jason Gatoff
Jason Gatoff
VP of Product Marketing
Marcus Andrews
Marcus Andrews
Director of Product Marketing