AMA: Homebase Senior Director Product Marketing, Jennifer Kay on Building a Product Marketing Team

November 8, 2022 @ 10:00AM PT

What are your top questions to ensure you are hiring the right product marketing candidates and why?

Jennifer Kay Corridon

Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 3y

I think a universal experience among product marketers is that the role and contribution of product marketing is highly dependent on the company or organization that you are working for/ applying to- size, focus, where the pmm's sit in the organization, all are influencing factors. To that end, before the hiring process even begins, I spend a lot of time getting clarity on the purpose + goals + focus of the role and the outcomes that need to be achieved. It's from there that I start to create a ...Read More

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When building a team, how would you ideally split responsibilities? By product line? By PMM function (CI, enablement, GTM, etc)?

Jennifer Kay Corridon

Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 3y

In my own experience as an individual contributor as well as a leader of a pmm team, I've consistently had better results when pmm is divided by product line rather than function. This allows for greater ownership as well as the ability to learn and develop your skills across the full pmm practice.

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What is your advice for someone who is a product marketing consultant for a startup, who works 90% remotely?

Jennifer Kay Corridon

Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 3y

My advice for a mostly remote consultant is very similiar to that for any product marketer, on or offsite. First and foremost, make it a top priority to invest and build relationships with your key working partners and stakeholders. Create a regular reoccuring cadence for 1:1's or working meetings and make the time to dialogue on the vision, goals, and strategy of the things you are working on. Early on in your consultancy, ask a lot of questions so you can start to build out your own point of v ...Read More

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How can you allot more time to strategy and larger picture items when you're leading a smaller PMM team (less than 3 total ppl)?

Leading a smaller PMM team means you're still in the weeds many times and it can get difficult to make time for strategical thinking—topics that need to be discussed and brought up with leadership. Any tips on how to balance that?

Jennifer Kay Corridon

Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 3y

I really appreciate this question and to be candid, it's a challenge that scales up and down, whether your moving from an IC to having your first direct report all the way up to when you run a department and have several product marketers reporting to you. My best piece of advice here is to be highly structured in how you approach your work phases + set time aside for each phase of your work and to be absolutely ruthless about your calendar.

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AMA: Homebase Senior Director Product Marketing, Jennifer Kay on Building a Product Marketing Team

View AMA Answers

What are your top questions to ensure you are hiring the right product marketing candidates and why?

When building a team, how would you ideally split responsibilities? By product line? By PMM function (CI, enablement, GTM, etc)?

What is your advice for someone who is a product marketing consultant for a startup, who works 90% remotely?

How can you allot more time to strategy and larger picture items when you're leading a smaller PMM team (less than 3 total ppl)?