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Ambika Aggarwal

AMA: Tremendous Head of Product and Corporate Marketing, Ambika Aggarwal on Establishing Product Marketing

April 9 @ 9:00AM PST
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Tremendous Head of Product and Corporate Marketing, Ambika Aggarwal on Establishing Product Marketing
Top Questions
What does your product marketing team org structure look like?
Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?
Ambika Aggarwal
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • April 9
Product Marketing org structure varies depending on the size, stage of growth, and nature of your product (i.e multiple product, persona, ICP). Ultimately you want to make sure you have enough coverage and the right skillset to cover the key pillars of Product Marketing (product launches, pipe ge......Read More
437 Views
3 requests
When thinking about adding new talent to your team, how do you structure focus areas like Customer lifecycle stage, Persona, Areas of the product and Functional expertise?
We only have one product at HoneyBook but PMM does a lot of different things, ie, lifecycle marketing, research, competitive, feature launches, etc.
Ambika Aggarwal
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • April 9
For smaller companies and start-ups PMMs will inevitably wear lots of hats and play more of a full stack role. Once the company grows and scales the role becomes more specialized. However, if your product serves a number of different audiences & use cases (as Tremendous does) you'll want to ensur......Read More
405 Views
2 requests
How do you see ‘narrative’ and ‘story-telling’ playing in to the day to day work for PMM? How does it differ for a PM Manager vs. Director?
Ambika Aggarwal
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • April 9
Being able to craft a compelling narrative for your product or solution that is targeted, differentiated, and drives urgency is one of the core skillsets of a PMM at any level. As you get more senior the scope of that narrative changes. Instead of covering one solution area or one particular audi......Read More
467 Views
1 request
What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?
Ambika Aggarwal
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • April 9
Here's what I like to do when establishing (or reestablishing) the PMM function Conduct a listening tour with cross functional stakeholders Ask them the following types of questions 1. What are your top priorities? 2. What's working well with PMM (if a team exists?) 3. What are opportunities o......Read More
418 Views
4 requests
How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?
Ambika Aggarwal
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • April 9
As the Head of PMM for a startup that didn't have Product Marketing, you have three goals as your onboarding 1) Build a solid understanding of your industry, product, and target market 2) Get to know your stakeholders and their priorities 3) Establish the role of PMM in supporting the company's s......Read More
403 Views
2 requests
How do you increase the Product Marketing function's ability to be a more strategic player in the company and not just the launch arm of the feature factory?
Ambika Aggarwal
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • April 9
This is a really good question as PMM can sometimes be seen as the "last mile" release arm when really that is such a small fraction of the role. Establish and socialize the PMM charter & mission Your stakeholders might all have differing opinions on what PMM is, and it is up to you to establish......Read More
413 Views
2 requests
How do you successfully engage other teams (Design, Product Management, Engineering) in a Go To Market plan?
Ambika Aggarwal
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • April 9
Building your GTM plan is all about ensuring alignment and commitment across many different teams (Product, Design, Marketing, Sales, Enablement, CS, etc). Based on where you are in the GTM process, different teams play a heavier role in bringing the product to market. 1. I would start with ensu......Read More
415 Views
1 request
If you were the first PMM hire in a B2B company, what would be your approach to growing your PMM team? How would that be different between product-led-growth and enterprise B2B companies?
Ambika Aggarwal
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • April 9
If you are the first PMM hire in a B2B company, you need to very quickly establish your charter/mission and socialize your team's priorities and the corresponding KPIs that support the company's strategy. From there, you'll want to align with your leadership team on the gaps where you either need......Read More
409 Views
2 requests
What advise would you give someone who is trying to break into product marketing?
Ambika Aggarwal
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • April 9
I think the best way to do this is to try and get PMM experience and exposure at your current company. I've seen really successful content marketers and solutions engineers and sellers pivot into PMM and you have an advantage because you already understand your target market, business model, and ......Read More
397 Views
1 request