Sharebird
Sign Up / Sign In
Ryan Smith

AMA: Eightfold Sr. Director, Product Marketing, Ryan Smith on Product Marketing Career Path

March 8, 2023 @ 10:00AM PT

View AMA Answers

  1. How do you stand out in a pool of product marketing candidates? What kinds of experiences, or which characteristics/traits, do employers care about most?

    Ryan Smith
    Ryan Smith

    OutSystems VP, Head of Product Marketing • 3y

    A few things:

    - Highlight business impact as much as possible (ex helped grow ACV by 100% in 1 year)

    - Highlight product launches

    - Highlight technical proficiencies (I've always thought Solution Engineers make some of the best PMMs because they know the product so well)

    - Personally, I want someone who works well with others. As I grow in my career I put more and more stock in this trait. Don't be afraid to say "People like working with me and here are a few examples...."

    2,822 Views
    2 requests

  2. What team structures have you explored, and which do you recommend?

    When building a new PMM team, how would you think about structuring the team when product-alignment isn't a clear cut answer (ie, our platform isn't ready for distinct ownership of feature sets)?

    Ryan Smith
    Ryan Smith

    OutSystems VP, Head of Product Marketing • 3y

    Two dimensions to think about: product and operational.  PMMs need to be aligned to persona solutions. If the product set only has one key buyer there may be opportunities to break down by user personas or level two buyers.  If that's still challenging I would suggest thinking about operational or functional alignment.  For example:  - Messaging PMM (FCD, website, PR) - Technical PMM (demos builds, videos, release marketing) - Events PMM - Enablement/GTM PMM (leads sales enablement strategy or s ...Read More

    3,001 Views
    1 request

  3. What do you look for when someone on your team wants to make the move from an individual contributor to a people manager?

    Ryan Smith
    Ryan Smith

    OutSystems VP, Head of Product Marketing • 3y

    This is hard to quantify, but for me, it's all about being easy to work with and a great collaborator. Cross-functional collaboration is inherent to product marketing leadership and people have to enjoy working with you.  Think about thinking. One of the biggest adjustments for ICs is taking the time to form clear POVs. You have to anticipate meeting topics and questions that might come up and make sure you have well-formed opinions.  Finally, it's not about you anymore, it's about your team. Em ...Read More

    1,810 Views
    2 requests

  4. Scenario — you’ve just landed your first Product Marketing role. What ideas or projects would you try to take on and lead, and what skills do you need to make those projects as successful as possible?

    Ryan Smith
    Ryan Smith

    OutSystems VP, Head of Product Marketing • 3y

    Get involved in a Product Launch ASAP. Product launches are a great way to get experience with the 5Ps (covered in the first question).  The other beautiful thing about product launches is that they typically touch every function of the company (or nearly every function) so you'll get the opportunity to collaborate with enablement, sales, SEs, finance, ops, product and more while building relationships with key stakeholders that will be critical to long term success. Be a sponge, observe key dec ...Read More

    1,952 Views
    2 requests

  5. How have you set yourself up for promotion at a company?

    This is in relation to not moving companies for a promotion it’s about how to get promoted at the existing company you are at. Also would love any insights to how establish the organization was in marketing as it relates to promote-ability.

    Ryan Smith
    Ryan Smith

    OutSystems VP, Head of Product Marketing • 3y

    This is a tricky one and often depends on the philosophy of the company, org and individual leaders. From my experience there are 3 major indicators: - Led a big, cross-functional product launch. I find this particularly important for Sr. Managers looking for a Director promotion. Launches are typically super visible and again, you're exercising many of the core and valued PMMs skills (Going back to the 5Ps). - Be an active listener and contributor in meetings (especially when execs are involved ...Read More

    1,822 Views
    1 request

  6. What do you see as the foundational skill sets and areas of focus for a product marketer? And what are the best ways to establish those skills and competency in those areas?

    Ryan Smith
    Ryan Smith

    OutSystems VP, Head of Product Marketing • 3y

    The best product marketers put themselves at the center of the 5 Ps: Product, Packaging, Positioning, Promotion, and Place (aka Enablement). 

    On any given day, your work should be related to the above. 

    PMMs should be the most athletic (multi-dimensional) marketer at the company. The more you expose yourself and work on the 5 Ps the better off you will be. 

    1,678 Views
    2 requests

  7. If you know that Product Marketing is your passion and you eventually want to be a leader of product marketing, how do you continue to grow in your role over time and take on the right experiences?

    Ryan Smith
    Ryan Smith

    OutSystems VP, Head of Product Marketing • 3y

    Read. Watch. Listen. Consume as much information as possible. Knowledge is power. People listen and follow leaders who have opinions. Opinions are shaped by experiences.

    When you're uncomfortable, there's a good chance you're probably learning. Put yourself in uncomfortable situations. 

    Remember, if you're the smartest person in the room, you're in the wrong room. 

    725 Views
    2 requests