AMA: Gusto Head of Product Marketing, Benefits, Leah Brite on Product Marketing Skills

The Why: PMM is notoriously hard to break into and the question sets up the catch 22–but here's the secret: PMMs are made, not born and all of the core skills can be required through other roles.  How to build them: Volunteer for PMM-adjacent projects: Even in non-PMM roles, volunteer for competitive analysis, messaging and positioning, launch support, or customer research initiatives. Build a portfolio: Create positioning docs, competitive battle cards, or customer journey maps for your current ...Read More

The Why: AI isn't replacing PMMs– it's becoming our research assistant, content accelerator, and pattern-recognition partner. The PMMs who'll thrive are those who use AI to eliminate busy work so they can focus on strategic thinking, customer empathy, and cross-functional collaboration that only humans can do well. How I use AI: Customer research synthesis: I run transcripts and survey responses through AI to quickly spot themes and sentiment. Content creation acceleration: AI helps me create fi ...Read More

The Why: PMMs sit at the intersection of competing priorities. You’re constantly influencing without authority, aligning cross-functional teams, and driving decisions without being the final decision-maker. That’s less about “negotiation” in the classic sense—and more about building strategic alignment through storytelling, empathy, and trust. And when it comes to leaders? They’re juggling limited time, limited data, and big bets. Your job isn’t to convince them you’re right—it’s to give them th ...Read More

With so much information out there, what's the smartest way to keep up with marketing trends like AI and beyond? The Why: Marketing evolves fast. But you don’t need to chase every shiny object—you need to filter, focus, and experiment. Smart Curation Strategy: Follow practitioners, not just pundits: Connect with PMMs doing real work at companies you respect. Their insights are more actionable than generic marketing guru content. Pick 2-3 trusted sources: I rely on Sharebird, podcasts (like Lenny ...Read More

The Why: PMM soft skills - communication, empathy, influence, adaptability - are your multiplier skills. Technical PMM knowledge gets you in the door, but soft skills determine whether you can actually drive impact across a complex organization. The good news? These skills are learnable with intentional practice. Strategies that work: Seek stretch assignments: Volunteer for cross-functional projects, customer advisory boards, or executive presentations. Nothing builds confidence like real-world ...Read More

The why: New shiny features are exciting—but most growth comes from deepening value in your existing products. How to keep the spark alive: Anchor in outcomes, not features. Keep showing how your product helps customers win in the real world. Find new angles. Seasonal messaging, fresh customer stories, or use-case spotlights keep things interesting. Segment your messaging. Returners need reminders of value. New prospects need education and trust. Keep evolving. Small improvements can be position ...Read More

The Why: Great templates don't just save time - they ensure consistency and force you to think through the right questions every time. After 15 years in PMM, I've learned that the best templates are flexible frameworks that guide thinking rather than rigid checklists that constrain creativity. Core Template Components: Context section: Market situation, competitive landscape, customer insights that inform this work. Always ground your work in market reality. Target audience definition: Specific ...Read More

The Why: PMM work is often behind the scenes. If you don’t communicate your impact, no one else will. The key is making your strategic contribution visible without taking credit away from your cross-functional partners. Ways I make the work visible: Over-communicate progress: Send regular updates with clear outcomes, not just activities. Frame your work in business terms: Instead of "launched messaging," say "drove a 12% lift in conversion through new messaging." Celebrate cross-functional wins: ...Read More