AMA: Marketing Head for YouTube Shorts Mexico & Spanish LATAM, Martin Raygoza on Product Launches

I can’t recall any specific question but I can share some musts that I look for when asking people to share an experience with a product marketing strategy. The interviewee should be able to explain: * The problem to solve * How their solution attacked the problem * How they managed internal processes and cross functional alignments * External challenges and how they solve them * Main results for the project (align to main business objectives)

Any effort that requires a global scope comes with several challenges: Culture and language differences: This might not seem as unexpected but believe me it is a challenge, especially when your product usage relies deeply on cultural preferences. Make sure to give enough context on why some cultural traits could influence the overall product strategy. Regulatory and legal: Aligning global teams on local regulatory requirements also represents a challenge and commonly long legal discussions and meetings. I recommend getting legal teams involved as soon as you can. They could make it or break it for your strategy in some radical cases. Getting resources for your market: This is probably one of the most difficult ones, since you will have to fight for getting enough resources to achieve your goals while global teams are usually split with the decision on investing in their strongest markets but also leaving enough room for growing in emerging ones.

I won’t say there is an ideal way to split responsibilities, it will depends on a number of variables related to the current situation of your company (size of the company, number of products and general capabilities of your workforce) The two ways you refered to are the most common ones and each can work depending on the situation, here some ideas that can help you choose: * Product line structure: Could work better with companies that serve many products and that have highly knowledgeable specialists per line of product. * PMM function structure: If you have a more knowledgeable team based on functions and areas this could work better, also is a good structure when managing less product lines.

As the first PMM in any company you have a critical role, particularly because you will be under a lot of pressure to report growth from your area. There are 3 thing I would make sure to have as a baseline for my strategy: 1. Know your customers. Sounds obvious, but it is also necessary as a first step to understand your customer needs and pain points. I would suggest spending enough resources in this part, it is usually overlooked but getting this part right could mean a lot of savings in time and money for the next steps. 2. Create a strong Value Proposition. It is another basic but necessary step. You must be able to explain in 2 sentences what makes your product unique from competitors and what value you are bringing to consumers. Pro Tip: don’t overthink it, make it clear, concise and easy to understand. 3. Define a clear go-to-market strategy: make sure to have a step by step plan on how to get your product to your right target. Include: pricing, messaging, paid media strategy, organic social media, and channel distribution if applicable.

To build a product marketing team or strategy for a company that doesn't understand the function, can be challenging, especially if this is the first time you are taking this journey. Here a some tips that could help navigate this process: 1. Identify and Educate your main stakeholders: It might sound silly, but you will need to do some teaching if you want anyone to buy into your idea. Explain preferably with business cases and examples how product marketing teams had successfully created value for other companies in the past. The good news is that usually the main stakeholders are reduced to 2-4 people at most. Make sure you get the right ones though. 2. Align with overall business goals and strategy: The easiest way to get your project rejected is to show that you are not connected to the organization’s objective. Make sure you show how a product marketing team can help close the company’s gaps or pain points and how it can help to achieve x results. Any top executive from any company will most likely ask for measurable goals for your product marketing efforts. 3. Start small: Getting resources for a new area is always a challenge especially if you haven’t proven its value. So make sure to create a MVP that can help you scale once you proven the value to the company and focus on a few key initiatives that will have the biggest impact. 4. Get the right people involved: You are going to need to work with different areas of the company to make it happen, So it could be a good idea to create a cross functional team structure that can ease the whole process.

To build a new product marketing team or strategy for a company, can be challenging, especially if this is the first time you are taking this journey. Here a some tips that could help navigate this process 1. Identify and Educate your main stakeholders: It might sound silly, but you will need to do some teaching if you want anyone to buy into your idea. Explain preferably with business cases and examples how product marketing teams had successfully created value for other companies in the past. The good news is that usually the main stakeholders are reduced to 2-4 people at most. Make sure you get the right ones though. 2. Align with overall business goals and strategy: The easiest way to get your project rejected is to show that you are not connected to the organization’s objective. Make sure you show how a product marketing team can help close the company’s gaps or pain points and how it can help to achieve x results. Any top executive from any company will most likely ask for measurable goals for your product marketing efforts. 3. Start small: Getting resources for a new area is always a challenge especially if you haven’t proven its value. So make sure to create a MVP that can help you scale once you proven the value to the company and focus on a few key initiatives that will have the biggest impact. 4. Get the right people involved: You are going to need to work with different areas of the company to make it happen, So it could be a good idea to create a cross functional team structure that can ease the whole process.