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Andrew Stinger

AMA: Coda Former Core Marketing Lead, Andrew Stinger on Building a Product Marketing Team

June 1 @ 10:00AM PST
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Coda Former Core Marketing Lead, Andrew Stinger on Building a Product Marketing Team
Top Questions
How do you retain good talent, especially when Product Marketing role are in such high demand across the industry
Andrew Stinger
Andrew Stinger
Amazon Sr. PMM, Outbound Communications • June 1
“People don’t leave bad companies, they leave bad managers” is the adage a lot of folks toss around. I’m not dusting off any “World’s Best Boss” trophies on my mantle, but from feedback from my team, I know that they appreciate when I do the following: * Celebrate wins. Acknowledge & mitigate l......Read More
315 Views
1 request
How do you create and reenforce a culture for you product marketing team as you scale it and what does yours look like?
Andrew Stinger
Andrew Stinger
Amazon Sr. PMM, Outbound Communications • June 1
In my experience, most Product Marketers want to have positive impact, and do superlative work. This means my job as a manager of Product Marketers is to get really clear on the kinds of impact we need to have as a marketing org, and what the standard for excellence is on my team. If you get real......Read More
302 Views
2 requests
When thinking about adding new talent to your team, how do you structure focus areas like Customer lifecycle stage, Persona, Areas of the product and Functional expertise?
We only have one product at HoneyBook but PMM does a lot of different things, ie, lifecycle marketing, research, competitive, feature launches, etc.
Andrew Stinger
Andrew Stinger
Amazon Sr. PMM, Outbound Communications • June 1
The foundations of a strong Product Marketer are going to look and feel a lot like the foundations of a strong overall marketer: Can you connect as many of your target users as possible to the value of your product? That can happen via exciting brand experiences, growth marketing nurture campaign......Read More
314 Views
1 request
As a hiring manager, what do the best product marketing candidates have in common?
Andrew Stinger
Andrew Stinger
Amazon Sr. PMM, Outbound Communications • June 1
I’m always wary of painting with too broad a brushstroke when it comes to hiring. Your job as a hiring manager is to spend time understand the super powers of the people you meet as part of your interview process, and to evaluate if those super powers have a place at your company. With that in......Read More
765 Views
1 request
What are the key processes you'd set up when expanding the Product Marketing team from 1 to multiple people?
Andrew Stinger
Andrew Stinger
Amazon Sr. PMM, Outbound Communications • June 1
While we’ve evolved the shape, size, timing, and application, some resources I either stood-up or leaned on as Coda’s first PMM that are still in use: 1. A PMM “Hub” - Your single source of truth for all things product marketing. From “Who do I talk to about X?” to “What dashboard can I loo......Read More
371 Views
1 request
In hiring additional Product Marketing Managers, is it more important that they have Product Marketing experience, or that they're a well-rounded marketer/communicator?
Andrew Stinger
Andrew Stinger
Amazon Sr. PMM, Outbound Communications • June 1
The answer depends on the stage of your business and the depth of your marketing bench. As one of my mentors shared with me: As you get started, you need a good pool of generalists who can do the job you hired them for—and potentially cover off short term needs that may fall out of their explicit......Read More
319 Views
1 request
Do you have any advice for those starting out in product marketing? Are there certain things you wish you knew before going into the field?
Advice and foresight
Andrew Stinger
Andrew Stinger
Amazon Sr. PMM, Outbound Communications • June 1
Time spent understanding the customer is not time wasted. Period. A lot folks tend to look at marketing as the “front page news” of flashy executions and campaigns that people outside of the company see and/or experience to help them understand what is you all do. There is so much work before ......Read More
322 Views
1 request