AMA: Salesloft Director of Product Marketing, Holly Xiao on Product Marketing 30/60/90 Day Plan

This can be tricky, especially if cross-functional leaders and stakeholders have never worked with a PMM team in past roles. So, I’d emphasize educating the organization on product marketing and how it can drive value across the business.  First 30 Days: Learn, build relationships, and start educating In the first month, I’d focus on understanding the business, product, and team dynamics, but I also make it a point to begin the internal education process. Many people in the organization may not ...Read More

Congratulations on your new role! At its core, the 30/60/90 plan is about setting yourself and your team up for sustainable success while building credibility through some quick wins — no matter what level you’re coming in at. However, the more senior you are, the more your manager and leaders will look to you to tell them what the opportunities are and what you’re going to prioritize.  I shared a more detailed 30-60-90 day plan in one of the answers above. But generally, my top tips for success ...Read More

As the first product marketing hire, it’s essential to balance the immediate needs of the business with your desire to grow into a more strategic role. If right now the business requires you to act as a launch manager or write copy for new releases, that’s part of your responsibility, and doing that well is crucial to your success. However, it doesn’t mean you have to stay in that scope forever. My advice would be to: 1. Own the short-term needs, but keep an eye on the long-term In the early sta ...Read More

The quick wins really depend on the specific needs of your business. That’s why it’s crucial to spend time early on understanding the current challenges, gaps, and priorities before deciding what to focus on.  Some examples could be: Clarify product positioning or messaging Enhance sales enablement materials Deliver a customer case study or success story Streamline internal processes Run a small, targeted launch/campaign Align with key stakeholders Improve product training or onboarding content ...Read More

I think it’s all about setting a strong foundation while driving early impact. My first month would be all about learning, building relationships, and getting quick wins, while my first quarter would be about executing key initiatives, showing early results, and laying the groundwork for future success. Here’s how I would think about it: First Month: Listen & learn  In the first month, my main focus would be on deeply understanding the product, the market, and the company’s goals. It’s cruci ...Read More

At its core, the 30/60/90 plan is about setting yourself and your team up for sustainable success while building credibility through some quick wins early on. Sharebird has some pretty good templates, and I’d recommend reading The First 90 Days by Michael Watkins for a solid framework.  Here’s how I typically think about a 30/60/90 day plan: 30 Days: Listen & learn  In the first 30 days, your focus should be on absorbing as much information as possible. Think of it as laying the foundation. ...Read More

This would depend on the business and where the gaps are. But generally, I’d look at: 1. Messaging and positioning consistency I always start by reviewing the core messaging and positioning. I want to see if the product’s value proposition is clearly defined and if that messaging is consistent across all channels—whether it’s the website, sales materials, sales calls, or customer communications. If there are inconsistencies or a lack of clarity, that’s typically one of the first areas I work to ...Read More

I approach one-on-ones with engineers and the sales team as a chance to understand their perspectives, challenges, and how product marketing can add value. So I typically ask them questions like: What’s your current focus, and what are the biggest challenges you’re facing? How do you measure success in your role? What are your key objectives and goals for the quarter/year? How do we prioritize features or updates, and what drives those decisions? What are the most common objections you hear duri ...Read More

It depends on my role. But in any role, I think the focus of any first meeting is to listen, learn, and build relationships. Typically, the first meeting is all about getting to know each other on a human level.  As an IC, my focus is on understanding the team dynamics, getting to know each person’s role, and hearing about what drives them in their work. I’d introduce myself, share my background, and ask how I can best contribute while learning about everyone’s unique strengths. My goal is to co ...Read More

For a Junior PMM, the 30-60-90 day plan should focus on building foundational knowledge, learning the ropes of product marketing, and gradually contributing to key initiatives. Your manager will be your greatest asset to succeed so don’t be afraid to ask for more time or help. Here’s how I’d structure onboarding to ensure a smooth introduction and set a junior PMM up for long-term success: First 30 Days: Learn, observe, and build a foundation The first month is all about gaining a deep understan ...Read More

Adding a Junior PMM is a strategic decision that should align closely with your business needs and the gaps you're looking to fill. No single background guarantees success, but it’s important to assess what complementary skills would benefit your team based on what you’re currently missing. So there isn't a single "right" path into product marketing, but some backgrounds tend to set Junior PMMs up for greater success, particularly in the early stages of their career. I've seen the following back ...Read More

With launch KPIs, it’s important to choose goals that not only align with the company’s goals but also reflect the specific dynamics of the product and market. Here’s how I’d approach it: First, I prioritize listening and learning. I spend time getting to know the product, its value proposition, and how it fits into the overall company strategy. This includes talking to key stakeholders—product, sales, customer success, and leadership—to understand what success looks like from their perspective. ...Read More