AMA: Snow Software Executive Vice President Product, Becky Trevino on Scaling Product Marketing

What I would do here is to partner with your manager and key stakeholders to understand the top 3-5 problems the business needs your Product Marketing to solve. Basedo on the responses you receive, ensure you have people in the right roles to solve these concerns.  While there are general roles & responsibilities (e.g. Launch Management) that fall to Product Marketing, your aim is to ensure you're team is solving problems for the ubsiness. In your case, if Sales Enablement, Product Launches, ...Read More

The best way to retain talent is to create an environment where your PMM team is supported, trusted, and valued.  You do this by being a strong leader that adds value to the organization and is known for delivering results. People who are known for delivering often get bigger budgets (which means you can pay your people more) and get to expand their teams (which means you can create new opporunties for people in your organization). The best quote I ever read on leadership is from the co-founder ...Read More

If you're expanding a PMM team, you're likely growing as a business as well.  As you grow as a business, your Product and Engineering teams are likely growing as well. This means that these teams are likely going to be releasing more features. And with more features, comes the need for broader stakeholders (Customer Success, Sales, Partners) to understand what Product is building ahead of when these features get into production.  This to me means that a fundamental process for Product Marketing ...Read More

The first thing you need to do is understand the growth stage of your company. There are typically 3 critical growth stages for companies:1) Scale to $100M ARR2) Scale to $1B ARR3) Scale from $1B+ ARRThe organizational and cultural needs of Product Marketing differs at each of these different stages of growth.In Stage 1, Product Marketing is needed to partner with C-level teams to build company positioning, messaging, strategic/category narrative, and translate key use cases into critical assets ...Read More

When I started in Product Marketing there were very few resources - like Sharebird - where you could learn the fundamentals of Product Marketing. At that time, there was Pragmatic and a couple of blogs here and there.  Today, there is a wealth of knowledge available online and even books on Product Marketing. I would have loved to have all of these resources available to me to learn from when I was starting out. I would have immersed myself in them and I would have used this content to help me i ...Read More

For me, the first thing I do when interviewing for a position or starting a new role is to understand what problems my hiring manager is trying to solve by adding me to the team.  If I'm new in role, I build my 30/60/90+ day plan off of these problems and build a roadmap/charter on how I plan to solve these.  What I've found is that there is often a tie-in between the problems my hiring manager is looking to solve and broader company problems.  At the end of the day, my manager is investing in m ...Read More