AMA: Crossbeam Senior Director Product Marketing, Amanda Groves on Establishing Product Marketing
May 10 @ 10:00AM PT
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👋 Amanda Groves
👋 Hi I'm Amanda Groves.. Philly native (Go Flyers!), Pittsburgh transplant (Go Panthers!)
💼 I currently am the VP of Product Marketing at Enable, a fin tech startup within the Supply Chaqin.
👀 Topics of interest for me are managing M&A and integrating offerings... AI product innovation/roll out and building high-performance PMM teams.
🤝 Topics I am help with... adopting agile marketing, core PMM/Solution PMM, new product introduction process/tiering and pricing and packaging.
🍦 Favorite ice cream flavor.. mochi!
How do you manage the transition from being the sole person responsible for product marketing activities to now having someone else who can share the burden?
One of the biggest changes when managing people and a team is handing off the responsibility to others. This is tough to do when you're so used to handling everything yourself. Any tips or suggestions on how to best make that transition?
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
The best part of being in product marketing is sharing the burden - there's always something to do in the messy middle ;)I think a simple and pragmatic way to share the l...
405 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Great question! My advice would be to remember the product stage is likely quite different than your existing product. For the new product, prioritize product market fit ...
619 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Great question! In my career I've held product marketing roles at bootstrapped startups with less than 20 employees all the way to Series E companies with 1.5k plus emplo...
490 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Here's how I typically tackle the first 30-60-90 days for establishing PMM:First 30 - Listening tours + product/data downloadsShadow sales demos, listen to customer calls...
476 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Ooo I love this question, the three things I'd prioritize tracking overtime are1) ReactivationsThis is 100% within our team's ability to improve and acts as a force multi...
402 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
I think the switch from horizontal to vertical org charts depends on a few key factors:Product scopeDo you have multiple products where a vertical play is needed to suppo...
422 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
I would try an establish common ground early and often. Ask yourself these questions:What guiding principles do you need to establish between your role and senior leaders...
447 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
This is a great question and certainly varies by industry. In the tech landscape I've seen:Series E with a team of 30 product marketersSeries C with a team of 8 product m...
487 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Great question. I would tackle the PMM foundations first:PersonasICP Messaging HierarchyLaunch process with productSales enablement needsRelationships internally and exte...
439 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
There's two ways you can think about this:Qualitatively: Use quarterly pulse surveys to do a temp check on cross-functional department needs and efficacy of existing prog...
566 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
I think this really depends on business stage and company needs.If you are in the 0-1 phase, you can likely handle the department in single player mode while bets are sti...
444 Views
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Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Here's how I typically tackle the first 30-60-90 days for establishing PMM:First 30 - Listening tours + product/data downloadsShadow sales demos, listen to customer calls...
686 Views
1 request
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Product marketers and growth marketers should work closely together to ensure that their efforts are aligned towards achieving the company's goals. Here are some ways the...
549 Views
3 requests
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
Setting up a new product marketing function can be a challenging but rewarding task. Here are some challenges you should be aware of and some tips for overcoming them:Def...
636 Views
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How do you measure the impact of product marketing in your company?
The demand gen teams can optimize pipeline, MQLs and costs per lead. The sales people work to meet their quotas. Marketing support completes tickets within a time window. What objective measures do we PMMs have?
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
This one gets a lawerly response - it depends!I like to use the following:attach rate as a metric for product adoptionreactivations for product engagementproduct sign-ups...
468 Views
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