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AMA: Dovetail Head of Product Marketing, Alissa Lydon on Building a Product Marketing Team

May 15 @ 10:00AM PT

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👋 Alissa Lydon

Hi all, I'm Alissa Lydon, VP of Marketing @ Actively AI:

• 👋 Based in: SF Bay Area
• 🧠 Top of mind: How AI is changing the marketing craft.
• 💬 Ask me about: What book I'm reading now.
• 🍦 Fun fact: I won a gold medal playing softball for Team USA!

How do you build a high functioning product marketing team? How do you structure responsibilities?

Alissa Lydon•

Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 11mo

I have implemented the following structures:By product line - this lets PMMs go deep on a specific product, while going wide on PMM craft (i.e. everyone does launches, en...

740 Views

1 request

How can you measure the value of what a product marketer does? How can you make executives perceive this value?

Alissa Lydon•

Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 11mo

This is an age-old question, and difficult to answer because PMM looks different from one company to the next. The most broadly applicable advice is to get product market...

2544 Views

1 request

How do you get buy-in from multiple teams on a longterm strategic initiative when they are bogged down with daily fires. And how do you sustain their interest and commitment?

Alissa Lydon•

Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 11mo

When I was starting out in my career, I really appreciated leaders who did two things:Provide clarity on the top-level goals of the businessGive room for the team to prob...

911 Views

1 request

I've seen more work going into smaller regions that may not yield a high ROI (more enablement material, training is required w/ the smaller regions). Any recommendations on how a team can use their resources and time wisely when covering a global market while ensuring that each of the regions feel supported.

Alissa Lydon•

Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 11mo

Interesting question! If you're working without any field marketing or localization resources, this feels like a really good use case for experimenting with AI.How it mig...

606 Views

1 request

What's the best way to articulate Product Marketing's value to other *marketing* teams where there may be duplication of work?

Alissa Lydon•

Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 11mo

Best answer for any stakeholder: "Product Marketing helps you crush your goals."What this looks like for marketing:We help you smash your awareness goals with resonant, p...

621 Views

1 request

What are the biggest challenges in growing and scaling a team? What were your biggest obstacles and how did you overcome them?

Alissa Lydon•

Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 11mo

The biggest challenge is that as the team changes, the business also changes. Our product strategy might pivot, our cross-functional ways of working could be reset, etc. ...

500 Views

1 request

What's the biggest weakness you see among experienced candidates for product marketing positions?

Alissa Lydon•

Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 11mo

Poor storytelling instinct. When I say this, I mean being able to take any concept and know how to present it in a clear, succinct narrative that meets the needs of the a...

946 Views

1 request