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AMA: Quickbase VP of Product Marketing, Sarah Din on Establishing Product Marketing
February 23 @ 10:00AM PST
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Quickbase VP of Product Marketing, Sarah Din on Establishing Product Marketing
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Sarah Din
Quickbase VP of Product Marketing • February 23
The biggest difference in my experience is that most PMMs are smaller companies that are full-stack PMMs and very early learn how to do a little bit of everything. They often need to wear multiple hats and do everything from writing blog posts to owning the GTM strategy and do all of that in para......Read More
401 Views
2 requests
Sarah Din
Quickbase VP of Product Marketing • February 23
Outside of the core PMM assets like messaging, or buyer personas, here are a few other things I'd look for: * Existing sales pitches or sales assets to understand how the product is positioned * Gong calls (or other recorded sales calls you can get your hands on) * Competitive analysis wor......Read More
437 Views
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Sarah Din
Quickbase VP of Product Marketing • February 23
your 30-60-90 day plan will really depend on where the company is focused for the next 12 months and where they really need the most help. But in general, you want to look at a few key areas: - Build strong cross-functional relationships - Build a PMM charter, establish your function and ro......Read More
365 Views
2 requests
Sarah Din
Quickbase VP of Product Marketing • February 23
One of the biggest challenges I always see is internal education. Most companies where PMM is new will not understand what PMM can and should do and how to work with them. One of the most important things to do when establishing a new PMM function is defining a clear charter, goals, and even ......Read More
523 Views
2 requests
Sarah Din
Quickbase VP of Product Marketing • February 23
As a first PMM at any company you first want to establish your charter and define key areas of responsibilities based on company priorities. Based on that, you'd want to identify where the gaps are and build a hiring plan. If you are B2b, you likely need to support both product and sales effor......Read More
1046 Views
2 requests
Sarah Din
Quickbase VP of Product Marketing • February 23
There is no generic rule of thumb for this, but i'd focus on company growth as an indicator. If your company is growing fast and you realize that there are too many initiatives to support and that you cannot support the larger strategic company goals & objectives with just one person, then it......Read More
309 Views
2 requests
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?
Sarah Din
Quickbase VP of Product Marketing • February 23
The most important thing during this process is to clearly outline roles and responsibilities for both yourself and the new person on your team, I am a huge fan of RACI models for driving that clarity. Secondly, you want to clearly understand each of your strengths and key areas of growth for ......Read More
575 Views
2 requests
Sarah Din
Quickbase VP of Product Marketing • February 23
It's important to understand what your C-suite wants and needs from PMM. Product Marketing is a versatile role and often looks different at every company, and you need to be somewhat flexible in what you focus on based on company goals. But with that said, it's important to establish the core ......Read More
631 Views
2 requests
Sarah Din
Quickbase VP of Product Marketing • February 23
* Do not hire more people until you have a clear charter for the team * Make sure you align with other cross-functional teams as you build your org design so that your team has clear partners across different functional - otherwise, this almost always fails * For smaller, newer PMM teams......Read More
649 Views
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Sarah Din
Quickbase VP of Product Marketing • February 23
PMM Org design really depends on a few different variables. You want to consider: * the maturity of your product * You GTM strategy * How your cross-functional teams are structured * What the biggest company objectives are for the next 12 months If you have multiple products or a complex,......Read More
364 Views
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Sarah Din
Quickbase VP of Product Marketing • February 23
Good frameworks should be easy to personalize - so the most important thing is to first start with a good framework for anything you are working on. For example: Product Launch Process There are fundamental workflows and deliverables that remain consistent no matter what company you work ......Read More
1018 Views
2 requests
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