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AMA: Eventbrite Global Head of Product Marketing, Jameelah Calhoun on Establishing Product Marketing
February 10 @ 9:00AM PST
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Eventbrite Global Head of Product Marketing, Jameelah Calhoun on Establishing Product Marketing
Top Questions
What does your product marketing team org structure look like?
Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?
Jameelah Calhoun
Eventbrite VP, Global Head of Product Marketing • February 10
Organization structures for the PMM team vary depending on your companies’ stage, customer base, and product suite. There are 4 basic approaches for designing PMM teams: 1) functional (i.e. sales enablement, monetization, GTM, product strategy), 2) product lines (i.e. subscriptions, retail), 3) c......Read More
19665 Views
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Jameelah Calhoun
Eventbrite VP, Global Head of Product Marketing • February 10
Interviewees often forget to convey their knowledge about their customers. Many candidates focus exclusively on the outputs and not on the inputs. It would be best if you talked about your results and product outcomes but also articulated the why. Who was the customer? What were their unmet needs?
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Jameelah Calhoun
Eventbrite VP, Global Head of Product Marketing • February 10
At the core, these situations are about finding the product-market fit for the product marketing function in your organization. You are trying to establish a conversion thesis that will make them a future advocate for PMM instead of a detractor. So take a similar tact as you would do for customer......Read More
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Jameelah Calhoun
Eventbrite VP, Global Head of Product Marketing • February 10
The first 90 days are crucial to any job, but especially for new product marketing leaders. This is the time to establish your credibility, build relationships, and layout team roles that will set your function up for success for the months to come. Here’s how I break down my priorities by month:......Read More
21245 Views
5 requests
Jameelah Calhoun
Eventbrite VP, Global Head of Product Marketing • February 10
Simple is always better when bringing stakeholders on the journey for a product launch. I typically structure my presentations around the What? When? Who? Why? How? and Where? in that order. This framework is straightforward but covers the most critical questions that matter for the launch. Addit......Read More
1560 Views
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Jameelah Calhoun
Eventbrite VP, Global Head of Product Marketing • February 10
As I mentioned in the question regarding your first 90 days, the first 30 days are all about establishing a baseline and assessing the current product marketing status. The first 3 things that I look for when onboarding are: 1) Audience strategy and research. Here I want to understand what’s kno......Read More
1030 Views
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What is your advice for creating and/or improving the product marketing process when joining a small but growing team with no or little structure and an inexperienced management team?
What are the best ways for establishing good communication, trust, and buy-in across departments?
Jameelah Calhoun
Eventbrite VP, Global Head of Product Marketing • February 10
See my answers on gaining buy-in from resistant functions and 30/60/90 day priorities. The most important thing to do, especially in an environment with a less experienced management team, is to educate everyone internally about what product marketing is, what your impact will look like, and how ......Read More
733 Views
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