AMA: Klue Senior Director of Product Marketing, Jason Oakley on Establishing Product Marketing
January 5 @ 10:00AM PT
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Klue Senior Director of Product Marketing • 4y
I actually did a presentation on this about a month ago, which you can watch here. I don't split it out into 30-60-90 day increments, but within that period, these are t...
1132 Views
4 requests
Klue Senior Director of Product Marketing • 4y
It's hard to give a specific answer here because every company is unique, but here are some things to think about: How experienced are you as a PMM?If you've built and m...
1186 Views
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What's the earliest stage a startup should consider hiring a Product Marketing Manager?
I'm curious if you've observed the impact of adding a PMM to smaller organizations or if you think they're most impactful in larger organizations?
Klue Senior Director of Product Marketing • 4y
I was one of the first marketing hires at Chili Piper. I personally think there's an arguement to hire product marketing first or second. Positioning, messaging, segmenta...
1040 Views
2 requests
Klue Senior Director of Product Marketing • 4y
Sales win rate, more specifically competitive win rateMake sure that you're reps are populating a "primary competitor" field in your CRM so you can track this effectivel...
4245 Views
1 request
How do you manage the transition from being the sole person responsible for product marketing activities to now having someone else who can share the burden?
One of the biggest changes when managing people and a team is handing off the responsibility to others. This is tough to do when you're so used to handling everything yourself. Any tips or suggestions on how to best make that transition?
Klue Senior Director of Product Marketing • 4y
This is a really great question, and something I think a lot of poeple struggle with. I've found this article from First Round Review really helpful. It's based on Molly...
1271 Views
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Typically a Product Marketing function will start with one generalist, followed by another generalist, followed by... ? When do you start to specialize PMM roles within your team? Which type of a specialist roles make the most sense to start with?
Context: In this instance I mean "specialist" in the sense of narrowing focus to have headcount more specifically devoted to a particular area of Product Marketing, scuh as pure GTM focus, market/audience research, CI analyst, Pricing & Packaging, etc.
Klue Senior Director of Product Marketing • 4y
Great question. I don't actually know if it has to start with generalists and lead to specialists. I've been at some companies, like Chili Piper for example, that have 10...
840 Views
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Klue Senior Director of Product Marketing • 4y
Assuming you were hired for this role, I think that this type of conversation should ideally happen before you accept the job. Asking a question like "what vision does th...
1391 Views
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Klue Senior Director of Product Marketing • 4y
I can't think of three good ones right now, so I'll give you two of my favourite: Saying yes to everythingWhen you come in as the first PMM, people are going to be throw...
1694 Views
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Klue Senior Director of Product Marketing • 4y
A lot of this depends on the size, stage, and goals of the company, but here's how I suggest approaching prioritization. Create your PMM Charter With the input of your b...
1655 Views
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Klue Senior Director of Product Marketing • 4y
They know very little about our market, product, and competitors, and haven't really made an effort to learn. One way to stand out in the interview process is to show th...
2244 Views
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How can I get into product marketing from my current technical sales/enablement role?
I'm a product specialist at Meltwater and I'm looking to move into product marketing but would prefer to look externally. I currently support the sales team by setting up and demoing customized environments to prospects, sparring use cases, and doing some enablement work.
I've been doing some small projects with both the product marketing team and the broader marketing team - most recently a competitive VS style landing page and vertical-specific landing page copy.
For a side project, I'm in the midst of starting a podcast for aspiring marketers where I interview people from different disciplines so students and others looking to get into the field can see what best aligns with their interests.
Is there anything else I should be doing? Am I looking two steps ahead and I need to get more experience first? Feel like I wouldn't even get an interview if I applied to a PMM job in the tech space.
Klue Senior Director of Product Marketing • 4y
I'll start by saying that I love the initiative you're taking to break into product marketing. It sounds like you are doing a lot of the right things. A lot more than mos...
865 Views
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Klue Senior Director of Product Marketing • 4y
I think it's a hugely valuable and strategic relationship. Sales Enablement is invested in the growth and performance of the sales team. They provide the systems, proces...
1610 Views
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Klue Senior Director of Product Marketing • 4y
I was one of the first marketing hires at Chili Piper. I personally think there's a strong arguement to hire product marketing first. Positioning, messaging, segmentation...
592 Views
4 requests
Klue Senior Director of Product Marketing • 4y
Know the product and their role (product management) well. In my experience, I've been able to build credibility with PMs by being able to speak their language, communica...
488 Views
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What's your best product marketing 30-60-90 day plan to make a big impact?
I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.
Klue Senior Director of Product Marketing • 4y
I don't split it out into 30-60-90 day increments, but within that period, these are the things I'd suggest doing: Get to know your product - get demo certified, the sam...
19259 Views
2 requests
Klue Senior Director of Product Marketing • 4y
I'm still trying to master this one, but here is what I do.Create your PMM CharterWith the input of your boss and other leaders in the company, you'll first want to defin...
11109 Views
5 requests
Klue Senior Director of Product Marketing • 4y
It's challenging because there are so many overlaps, but I think it boils down to clear, consistent communication. And maybe breaking it down into how you work (or don't ...
1464 Views
3 requests