AMA: Iterable Senior Director of Product Marketing, Surachita Bose on Product Marketing Career Path

Let’s talk about the path of the industry-specific PMM. I’ve had the privilege of leading both, industry-focused and full-stack PMM teams—at Twilio (deeply verticalized hybrid GTM that paired core PLG offering with SLG for enterprise), Iterable (industry-agnostic platform focus, selling to mid-market & enterprise), and previously at Uber and Intuit. Along the way, I’ve learned a few truths about what makes this path rewarding, challenging, and—let’s be honest—occasionally frustrating. Let's ...Read More

I spoke (in my previous response) about underlying principles to achieve balance but your question is more about the day-to-day so let's dive into the tactical aspects a bit more here. For me, it is a fine dance that involves constant recalibration between deep work, relationship-building, meetings, refining customer & product sense, and calendar management - some weeks, relationship-building takes center stage; other weeks, you’re heads-down on strategy & deliverables - challenging and ...Read More

Hmm, if you've done work on the brand side including gathering customer research and insights, you already know more about PMM than you think. Start by stepping back to understand PMM as a function more deeply. Explore its various facets—different PMM specializations, core skills, and how the shape of PMM differs between consumer vs B2B, startups vs larger orgs, PLG vs SLG, SMB vs mid-market vs Enterprise. There is a plethora of resources online on product marketing as a function - network with ...Read More

I’ll be honest: cracking the code for being a high performer while maintaining work-life balance in PMM—especially in B2B tech—feels like hunting for a unicorn. When you find it, do me a favor and send me the coordinates :-) PMM roles often feel like you’re juggling flaming rings while everyone around you is throwing more into the mix— sales wants a deck yesterday, product needs messaging for a Tier 1 feature launch, feature adoption is lagging and PMM is tasked with cracking the code, and marke ...Read More

Being active on LinkedIn can elevate your visibility, but if it feels forced or inauthentic, it’s okay to approach it differently. Also, most discerning readers can see through it if someone is posting just to stay visible and in my opinion, it's much worse to show up with empty PMM platitudes and appear vapid. There are other ways to build engagement and "find your voice" and it can be done through thoughtful commentary on other people's posts, connecting with peers directly or reposting articl ...Read More