AMA: Gusto Head of Product Marketing, Employers, Leah Brite on Establishing Product Marketing

May 1 @ 10:00AM PT

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👋 Leah Brite

👋 Hi! I'm Leah Brite based out of Denver.

💼 I work at Gusto where I lead product marketing for our employee benefits portfolio.

👀 Top of mind topics: keeping up with all things AI (platforms, use cases, best practices, etc), KPIs and attribution frameworks, and driving expansion/attach products.

🤝 PM+PMM relationship, cross-functional influence, and scalable GTM process

🍦Variety is the spice of life! Ben & Jerry's Chunky Monkey Ice Cream is a perennial favorite.

When do you know you’re ready for your first PMM hire? How do you think about setting that hire up for success?

Leah Brite•

Gusto Head of Product Marketing, Benefits • 2y

You know you are ready when you’ve got at least one FT PM and your biz needs someone to stand up / drive any/all of the following:Market Strategy & Customer Insights....

2042 Views

2 requests

What are the top 3 potholes to AVOID when establishing or building out the Product Marketing function at a company?

Leah Brite•

Gusto Head of Product Marketing, Benefits • 2y

Top three things to avoid when establishing or scaling PMM:Working in a silo. PMM is a highly cross functional role, so make sure you are in continual communication with ...

2128 Views

2 requests

You're the new PMM for a B2B SaaS company that has 40 people and is starting to scale. What should you aim to do in your first month and your first quarter?

Leah Brite•

Gusto Head of Product Marketing, Benefits • 2y

First 30 days: Onboard and get all the context! Learn about your customers (firmographic info, top segments, their pain points, where they spend time, how they enter the ...

3949 Views

2 requests

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?

Leah Brite•

Gusto Head of Product Marketing, Benefits • 2y

The PMM org structure is highly variable based on the company – and also shifts and changes through a company’s lifecycle to best meet company needs. There are four prima...

6072 Views

2 requests

How do you communicate product marketing achievements upwards and build visibility?

It can sometimes be a struggle for those on the executive team, or in higher leadership roles, to see the value that product marketing is bringing to the business - especially if they do not have regular interaction. How do you build visibility for you and/or your team, and clearly communicate the achievements and activities throughout the year?

Leah Brite•

Gusto Head of Product Marketing, Benefits • 2y

Internal comms are so key given the highly xfn role of PMM. I’ve also found them crucial given that some of the outcomes PMMs drive are less tangible than some functions ...

2914 Views

2 requests