AMA: Asana Head of Global Product Marketing, Eric Bensley on Product Marketing Skills
November 6 @ 11:00AM PT
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ServiceNow VP, Product Marketing - CRM • 1y
Communication is #1. This is what I look for in senior leaders regardless of focus area. If it's a core PMM, I want to see launch assets or customer-facing assets. If it'...
1690 Views
1 request
ServiceNow VP, Product Marketing - CRM • 1y
I don't know if the skills change dramatically, and that prob feels counterintuitive. Of course, if you're going for an AI PMM role, you need to know the space in depth. ...
1986 Views
3 requests
ServiceNow VP, Product Marketing - CRM • 1y
Short answer is that the PMMs that stand out to me are the ones that anticipate challenges and proactively address them. All PMMs can take work that's assigned to them bu...
1781 Views
1 request
What core skills should new product marketing managers learn first?
I'm new to PMM. What should I learn first to ground me in the foundation of PMM.
ServiceNow VP, Product Marketing - CRM • 1y
You're starting in a good spot here on Sharebird. I think writing and deck design are fantastic foundational skills that you can learn through online course OR in pro-bon...
1376 Views
1 request
ServiceNow VP, Product Marketing - CRM • 1y
This one has to start with clear, shared goals/OKRs. You have to understand what the product team is on the hook for and figure out how your work aligns. Some product lea...
1289 Views
2 requests
What is your superpower product marketing skill in that is a differentiator?
I find that product marketing has become a position that doesn’t require much experience. You can be fairly seasoned and compete with someone that is just out of undergraduate because the discipline is not the same in tech as it might be in consumer goods or retail.
ServiceNow VP, Product Marketing - CRM • 1y
Positioning and product launches. The differentiation is at the margins. Anyone can create a fact sheet....not everyone can create a keynote. Anyone can launch a feature....
1215 Views
1 request
How do product marketers make sure they're learning enough varied skills to be a well-rounded professional when scope is an issue?
i.e. working at a large company with minimal scope, focusing on sales enablement but knowing you need experience on the product launch side, other marketing teams covering responsibilities, etc.
ServiceNow VP, Product Marketing - CRM • 1y
Keep raising your hand and try to demonstrate your capabilities beyond your current role. Jump at stretch projects and think bigger about what you're doing. If you're doi...
1222 Views
1 request