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Rehan Mirza

AMA: Culture Amp Former Sr. Director of Product and Customer Marketing, Rehan Mirza on Scaling A Product Marketing Team

March 26, 2020 @ 10:00AM PT

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  1. Knowing that marketing is always trying to quantify their metrics, how are you in Product Marketing quantifying the ROI of your work?

    Rehan Mirza
    Rehan Mirza

    Verifiable Chief Growth Officer • 6y

    Recently PMM has been very involved with top-of-funnel marketing and campaigns, so a lot of the typical metrics you might suspect in a campaign are ways we measure success for these (Leads, MQLs, MQL>Opp conversion, Opportunities generated). For more middle & bottom of funnel content - we use a tool called Pathfactory (content tracks of content) that allow for visibility into what content is being sent out by sales, what is getting viewed, how much time spent on assets, and having this li ...Read More

    2,669 Views
    2 requests

  2. What key metrics do product marketing managers need to meet in order to get promoted?

    Rehan Mirza
    Rehan Mirza

    Verifiable Chief Growth Officer • 6y

    If you're on this forum as a PMM, you know that one of the biggest challenges for the PMM org is "What the hell do we measure!?" - an age-old conundrum that PMMs always struggle with. This is especially pronouned in an enterprise B2B environment vs. a fast-moving B2C environment where immediate usage/feedback may be available.  To me, the most primary thing I'm looking for is how effective the person is in relationship/ stakeholder management. In Product Marketing, you have many constituents acr ...Read More

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    1 request

  3. How does the product marketing team's placement in the org chart (under marketing, product, etc.) effect your ability to influence the roadmap?

    Rehan Mirza
    Rehan Mirza

    Verifiable Chief Growth Officer • 6y

    Our PMM team currently rolls up under the Marketing practice, which rolls up into the Customer Org (Customer Success/Support, People Science, Marketing). This means Sales reports up through another org, as does Product - and each has their own set of key objectives/priorities. As the question here alludes, sure this can play a factor in easily influencing product roadmap (never an easy task no matter where you sit). However, I've found the best way to influence the roadmap is by first, by buildi ...Read More

    1,493 Views
    1 request

  4. How do you update stakeholders, and the company as a whole, on the recent activities and achievements of product marketing?

    What channel/form, what content do you include, formats, etc.

    Rehan Mirza
    Rehan Mirza

    Verifiable Chief Growth Officer • 6y

    A variety of mediums, depending on the level of update we're providing:

    - Announcements in Slack channels across practices

    - Sales trainings & enablement sessions

    - Various internal all-hands presentations

    - Campaign/initiative decks that list out the strategy (targeting/positioning), assets/content/activities, and results

    1,700 Views
    1 request

  5. How do you create and reenforce a culture for you product marketing team as you scale it and what does yours look like?

    Rehan Mirza
    Rehan Mirza

    Verifiable Chief Growth Officer • 6y

    Culture is something we think about a lot - think it's a bit of a requisite to do so when it's in your company's name. We have a saying here which is "Culture comes first, whether you're conscious of it or not" - so in my mind it's clear you absolutely NEED to be actively cultivating it and maintaining it. There's a lot we do to cultivate and maintain culture at the company-level (Culture Amp), at the Org-level (Customer org), and the practice-level (Marketing overall). While I'll speak to some ...Read More

    965 Views
    4 requests