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Kavya Nath

AMA: Meta Product Marketing, Reality Labs, Kavya Nath on Building a Product Marketing Team


November 8, 2023 @ 10:00AM PT

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  1. What are some of the best resources for Product Marketers to refer to as they grow in their careers?

    Kavya Nath
    Kavya Nath

    Meta Product Marketing, Reality Labs | Formerly Sprinklr, YuMe • 2y

    Sharebird is an absolutely wonderful network to join and become a part of. It's wonderful to see communities like this grow and foster collaboration across folks looking to grow in their careers. The contributions and content coming from these communities is a great way to hear from leaders and peers facing the same types of challenges and provide a wealth of knowledge as you navigate your own career.

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  2. How do you work with the cross functional teams? And what are the key goals and deliverables for each of the below? 1) PMM with Sales 2) PMM with CSM 3) PMM with Marketing 4) PMM with Product

    Kavya Nath
    Kavya Nath

    Meta Product Marketing, Reality Labs | Formerly Sprinklr, YuMe • 2y

    The ability to work effectively across cross-functional teams is an extremely important part of a PMMs role. And each team you interact with has a very specific set of needs and dependencies in order for the working relationship to thrive. PMM and Sales: This is a relationship that gets to the bottom-line = revenue. It's easy for the PMM role to quickly become a content creator (decks, one-pagers, etc). Where product marketers need to spend time is in understanding the sales process and the cust ...Read More

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  3. What are the key traits, skills, experience you prioritize when hiring product marketers? What questions do you ask to assess it during the interview?

    Kavya Nath
    Kavya Nath

    Meta Product Marketing, Reality Labs | Formerly Sprinklr, YuMe • 2y

    The key things that standout are when a candidate's responses highlight cross-functional collaboration, trust building with stakeholders, and a 'we'll figure it" mindset. A great way to assess this is by not only asking for examples of how they would launch a product, or how they develop go-to-market strategies but it's also by digging into questions like: Have you ever had to change someone's mind on a strategy you were suggesting and how did you go about it? How have you been able to influence ...Read More

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  4. What have been your biggest learnings on scaling a business globally?

    Kavya Nath
    Kavya Nath

    Meta Product Marketing, Reality Labs | Formerly Sprinklr, YuMe • 2y

    The biggest learning and maybe an obvious one is that what works in one region may not work in another. Cultural differences absolutely can and do impact how things like sales, marketing, and customer engagements are received. If your company is expanding globally to new regions, spend time with your teams on the ground there - join sales calls and learn about how business is conducted in those areas. These insights will help you develop the right go to market strategies. In addition to that - m ...Read More

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

    Kavya Nath
    Kavya Nath

    Meta Product Marketing, Reality Labs | Formerly Sprinklr, YuMe • 2y

    This is a great question and I would say one that depends entirely on what your product line is comprised of. Larger SaaS with multiple products: For a larger company that has multiple product lines, splitting PMMs up by product line is going to be the most successful. This will allow individuals to become SMEs in their area while covering the scope of the role from end to end. Of course, if you're able to have multiple PMMs supporting each product-line (which can often be the case) you can star ...Read More

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  6. How do you divide the workload between two product marketers covering multiple products?

    (context: small company, still establishing product marketing function, no senior marketing leader to guide, lots of room to carve own path, looking for best ways to support success!)

    Kavya Nath
    Kavya Nath

    Meta Product Marketing, Reality Labs | Formerly Sprinklr, YuMe • 2y

    In one word - prioritization. In two words - ruthless prioritization. Which products are driving sales - prioritize support there over products that aren't levers that lead purchase decisions. Same for features - which feature sets do customers ask for and want the most - prioritize that over smaller features that won't be impacting buying decisions. Use the same approach for adoption and retention - what does your data show? What are the products and features your customers are using the most? ...Read More

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