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Leah Brite

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

May 1 @ 10:00AM PST
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Gusto Head of Product Marketing, Employers, Leah Brite 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?
Leah Brite
Leah Brite
Gusto Head of Product Marketing, Employers • May 1
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 primary structures 1. Product lines (i.e. Software, service, etc) 2. Customer segments (i.e., small business, mid-market, e......Read More
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How do you communicate product marketing updates and activities to the rest of the company?
Leah Brite
Leah Brite
Gusto Head of Product Marketing, Employers • May 1
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 like Demand Gen.  The best channels to communicate updates depend on size of company, tier of update, and goal of the comms......Read More
518 Views
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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
Leah Brite
Gusto Head of Product Marketing, Employers • May 1
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 buying process, who influences their decision, ICP, JTBD, etc. Consume all the research that has been done if any......Read More
508 Views
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What are the top 3 potholes to AVOID when establishing or building out the Product Marketing function at a company?
Leah Brite
Leah Brite
Gusto Head of Product Marketing, Employers • May 1
Top three things to avoid when establishing or scaling PMM: 1. Working in a silo. PMM is a highly cross functional role, so make sure you are in continual communication with xfn partners and that you are in lock step on priorities and plans. Err on the side of overcommunicating and ......Read More
515 Views
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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
Leah Brite
Gusto Head of Product Marketing, Employers • May 1
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: 1. Market Strategy & Customer Insights. Analyzing market data, honing competitive intelligence, and drawing on prospect & customer insights to define PMF (p......Read More
522 Views
2 requests