AMA: Asana Head of Global Product Marketing, Eric Bensley on Building a Product Marketing Team

30 days - learn the business60 days - first big win/deliverable (ie Webinar, enablement session, campaign, etc)90 days - create a plan moving forward for product or solut...

The key here is aligned metrics. Pipeline is the only one that spans all stakeholders and therefore is a higher priority. More detail here:1) PMM with Sales KR = Pipe. Cr...

Ability to get stuff done while also driving strategy. To me, a PMM leader still needs to roll up their sleeves and driving a keynote deck, create foundational messaging ...

When it relates to global teams, it's very important to understand the differences between each region. The biggest challenge supporting global teams is usually that they...

what works?-knowing the customer/buyer better than any other mktg function-aligning each team member to one of the following: 1) buyer persona, 2) product, 3) channel.-ge...

Such a good question and there's lots of ways I could answer. But I'll stick with my tried and true, find the executive stakeholders that need it most, and solve for thei...

I've found aligning to key stakeholders is the most bullet proof option. There are many different variations but here are the ones that I've seen work most often:Core PMM...

Be transparent with your team. I share notes from almost every meeting I'm in throughout the day. I've never gotten feedback about oversharing so my disposition is to tak...

Listen more than you talk. Don't ever pretend you know another geo market better than the folks living and breathing it.

I'll list out things I always look for and example questions that help me answer:-Key partner alignment - who are your most important stakeholders in your current role? H...