AMA: Instruqt VP of Marketing, Sean Lauer on Product Marketing 30/60/90 Day Plan

As the first Head of PMM in a startup, you should use a structured approach over your first 30, 60, and 90 days: Day 0-30: Learning & discovery—Focus on learning as much as possible. Don't worry about your impact at this point. It's your job to learn in order to make more informed decisions and build an effective plan. Key actions: People Familiarize with company tech, culture, people Stakeholder and customer conversations Meet and assess marketing team Understand sales, marketing, and produ ...Read More

Three things to consider if you're a junior PMM as the first PMM hire: Start small: Build the PMM foundation by breaking apart tasks into small wins. Don't try to boil the ocean. There will be more to do than anyone can do alone, so focus on the basics. Under-promise and over-deliver: Build an achievable plan. Given the high number of PMM projects that you could tackle, it's easier to over-promise. Set yourself up for success from the start. Communicate early and often: Don't assume everyone kno ...Read More

As the first PMM hire, you will need to do your research before you can prioritize needs. Here's a three-step plan that should guide you to success: Talk to stakeholders: As a PMM, you are the connective tissue between product, marketing, and sales. Get to know these stakeholders. Understand their goals and their needs. Crunch the numbers: Understand historical revenue and user growth deeply. Sometimes, what people tell you is different from what the numbers tell you. Get as much data as you can ...Read More

PMM should be scaled in a way that makes sense for the business. Some questions that you can think about to help guide your growth plan: Is your business B2B, B2C, or somewhere in between? Is your GTM motion inbound, outbound, or both? Do you benefit from product-led growth, sales-led growth, or both? Do you have one target audience or multiple target audiences? Do you have one product or multiple products? Is there a difference in personas between your buyers and your users? Are you marketing t ...Read More

As a new product marketer, it is crucial that you establish effective communication and collaboration with both the engineering and sales teams during your first month. Conducting one-on-one meetings with members from both teams can provide you with vital information and insights to help you gain a better understanding of the product, market, and customer needs. Consider asking the questions below to gather the necessary information: Questions for Engineers: Product Overview: Can you provide a h ...Read More