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AMA: Stack Overflow Former VP of Marketing, Alexa Scordato on Structuring a Product Marketing Team
August 13 @ 10:00AM PST
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Stack Overflow Former VP of Marketing, Alexa Scordato on Structuring a Product Marketing Team
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Alexa Scordato
TikTok PMO • August 14
This is related to the question above with regards to marketing's ability to influence the roadmap. There's no right or wrong way to do this. It's a matter of the role a CEO wants marketing to play within the organization. When a product is nascent or acting as a challenger within the market, I f......Read More
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Alexa Scordato
TikTok PMO • August 14
The first 2 PMM's are going to wear many hats and serve many masters. There's unfortunately no way around that given the breadth of the function. The biggest tension is striking the balance between supporting product, supporting sales, and establishing an operational cadence for go-to-market (GTM......Read More
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How do you prepare yourself to become a Product Marketing Director and manage a team, without any experience managing anyone previously?
I'm on my 5th year of product marketing in my career, with another 5 years before that in general demand gen at very small companies. I've had management experience in the past, but not in a Product Marketing role. Often times in smaller companies, there will be 1 or 2 PMMs, usually in a very flat hierarchy, or a single boss, with no room to really move up a proverbial ladder and into management experience. So what are ways that I can prepare myself now, so that if the time comes to apply for a Director position (either internally or at another company) that I can be considered even without recent people management experience? Are there any courses for this that are highly regarded in the management arena?
Alexa Scordato
TikTok PMO • August 14
My first piece of advice: Talk to your direct manager about this and make it known that a) you're interested in becoming a manager b) you'd appreciate any professional development they can provide in this area. The reason I call this out to start is because it's not always clear or obvious to man......Read More
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Alexa Scordato
TikTok PMO • August 14
If product marketing is embedded within product, what that usually tells me is that marketing is a secondary function to product. If you're operating within a product-led organization, the cadence of the business will be determined by product leadership and the roadmap they set. That said, market......Read More
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We are growing our product marketing team, and I'm wondering how to structure the roles and work for a team of three.
i want to know who i need to hire to start my product marketing team. We are starting with product insights, product launches and sales enablement
Alexa Scordato
TikTok PMO • August 14
Starting with those three functional responsibilities - insights, launch/go-to-market, and sales enablement makes a ton of sense for a team of that size. Depending on the current and future product set, I've also seen teams re-org to match customer segment (SMB, enterprise, etc.) or paired with a......Read More
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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?
Alexa Scordato
TikTok PMO • August 14
1. Is the business taking a product to market, trying to achieve product market fit, or accelerate demand? I recognize that some teams might say, "All 3!" but if you had to pick one, what's most important? 2. Based on the answer above, product marketing can flex towards supporting product vs.......Read More
1348 Views
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Alexa Scordato
TikTok PMO • August 14
Where to start? Every company has different policies for promotion criteria, but ultimately it needs to take into account 2 things: merit and business need. Business need has to come first. It means that there's a larger scope of a role that needs to be done - more responsibility and complexity w......Read More
1483 Views
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Alexa Scordato
TikTok PMO • August 14
It's a good practice for anyone at a company, regardless of function, to ask themselves how their role impacts the bottom line. I think of revenue as a shared goal that helps frame goals and initiativese, but when it comes to the actual work product, I usually lean on other KPI's that are more im......Read More
1405 Views
1 request
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