AMA: Momentive.ai Vice President, Product Marketing, Priya Gill on Building a Product Marketing Team

August 10, 2022 @ 10:00AM PT

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

Priya Gill

Iterable Chief Marketing Officer • 3y

Regular engagement and alignment in key. I meet with my cross-functional leadership team bi-weekly to ensure we’re aligned on the needs of each team as they evolve and areas of focus. Key goals and deliverables: PMM with Sales: Drive sales success by developing content needed to support the pre-sales customer journey and business goals, such as use cases, pitch decks, customer case studies, and other prospect facing content. PMM with CSM: Drive customer success by developing more in-depth conten ...Read More

2,454 Views

2 requests
How do you proactively identify areas of the business where PMM can add the most value and make the biggest impact?

i.e. do you have a few questions you keep in your back pocket or assumptions that you always test when assessing the business and choosing which things to pursue?

Priya Gill

Iterable Chief Marketing Officer • 3y

There are four areas where I believe that PMMs can add the most value, and that’s where I usually start my assessment to identify the lowest hanging fruit: Product: Do we have product-market fit with our ideal buyer? Is our messaging differentiated and compelling? Is our pricing and packaging competitive? Demand: Are we targeting the right personas, industries, categories? Where are we winning and are we doubling down effectively? Are there untapped markets worth pursuing? Enablement: Are our wi ...Read More

1,715 Views

2 requests
What Is Product Marketing?

How do you define it?

Priya Gill

Iterable Chief Marketing Officer • 3y

Simply, we combine market, customer, and competitive insights with product innovation to deliver a unified narrative and winning GTM strategy for the company. This means focusing on four core areas: Product: Drive market success of the product and solutions portfolio by ensuring strong product-market fit, compelling messaging, differentiated positioning, and strategic pricing & packaging Demand: Drive demand by supporting strategic marketing plans that cement industry authority, build brand ...Read More

2,353 Views

1 request
What is your advice for someone who is a product marketing consultant for a startup, who works 90% remotely?

Priya Gill

Iterable Chief Marketing Officer • 3y

Product Marketing is an incredibly cross-functional role, and your success depends on the success of others. So building relationships and ensuring alignment with your key cross-functional partners, like Sales, CS, Demand Gen and Product are absolutely crucial. However, in a post-pandemic world, working remotely is more of the norm and you’ll find that many of the people you work with will also be working fully or partially remote. So staying connected while remote shouldn’t be as difficult as i ...Read More

960 Views

2 requests
How do you build a business case to quickly grow a product marketing team? What metrics do you look at to make sure you're driving ROI for the business overall?

Priya Gill

Iterable Chief Marketing Officer • 3y

There are usually two sets of core metrics that I look at to assess whether our efforts are positively influencing the right outcomes: Marketing metrics: pipeline, campaign/content performance, bookings (PQLs if you work closely with the product growth team) Sales metrics: average deal size, average win rate, ARR There is also the kind of impact that PMMs can have that are not necessarily quantifiable - such as influencing the product roadmap in a way that eventually leads to greater market succ ...Read More

816 Views

1 request
With the job market so hot, how do you structure the recruiting process to go slow enough for you and the team to evaluate several people and fast enough not to lose them to another company?

Priya Gill

Iterable Chief Marketing Officer • 3y

I’ve been hiring for quite some time now that I typically know when I have a great candidate, so I don’t believe that I need to structure the recruiting process to go slower just in case a better PMM might come along. It is a tough market, so if you have a great candidate that you and your hiring panel feel great about, hire them!

891 Views

2 requests

AMA: Momentive.ai Vice President, Product Marketing, Priya Gill on Building a Product Marketing Team

View AMA Answers

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

How do you proactively identify areas of the business where PMM can add the most value and make the biggest impact?

What Is Product Marketing?

What is your advice for someone who is a product marketing consultant for a startup, who works 90% remotely?

How do you build a business case to quickly grow a product marketing team? What metrics do you look at to make sure you're driving ROI for the business overall?

With the job market so hot, how do you structure the recruiting process to go slow enough for you and the team to evaluate several people and fast enough not to lose them to another company?