AMA: Gong Director of Product Marketing, Sherry Wu on Product Marketing 30/60/90 Day Plan

I answered this question previously, so I won't go into too much detail here. However, I thought this question was interesting because it asked for the Director-level take as well. A lot of what I do as a Director is not just think about myself as an individual PMM, but think about the function as a whole. As a Director (or, even taking away the title -- just as a leader/people manager), what I'm thinking about is -- how can I set my team up to achieve successful outcomes? So, in addition to und ...Read More

It totally depends on what's already there when you've arrived ;) What's easier to answer is what is OFF the table -- pricing refreshes, website overhauls, launching a strategic narrative. Those are big, time-consuming initiatives that shouldn't be undertaken without a foundational understanding of customer, market, product (and that takes time to develop). Some examples of quick wins I've delivered include: Creating a single resource for product releases -- this made our CS org insanely happy, ...Read More

Come with data and frame your initiatives for your leaders. Part of your first 30-60-90 days will involve understanding what's working well and not-as-well in the GTM. Talk to sales, CS, and RevOps to get a picture. Are you seeing steep discount rates in a certain segment? Are reps complaining that it takes too much time to find collateral? Is your win rate against a certain competitor low? Is your churn rate high? Look at the data, dig in to understand the why behind the trends you're seeing, t ...Read More

An effective 30-60-90 will help you make progress across 3 pillars: What is your point of view on the company's current market standing? Where are there future opportunities? How do you define and establish the PMM function? How do you create scalable, repeatable processes for GTM success? The first 30 days are all about discovery. It's about deeply understanding the business, marketing fundamentals, and product. What are my company's business priorities? Why? What are some of the KPIs that our ...Read More

When starting out, I always try to understand: What are my company's business priorities? (This is internal) What market does my company play in? Who else competes in that space? Who are our customers? What are their jobs to be done? What does our product do? How does it work? Why does it matter for our customers (i.e. what value does it deliver)? Any research and alliances you engage in should help you get directional answers to #2 & #3. I'm assuming this question is asking specifically abo ...Read More