AMA: Truework VP of Product Marketing, Adam Kerin on Establishing Product Marketing
January 18 @ 10:00AM PT
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Truepic VP of Marketing • 4y
I’ll caveat this answer largely depends on your company’s goals, existing team structure, and culture. One should never parachute into a new company with a rigid 30/60/90...
2393 Views
1 request
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.
Truepic VP of Marketing • 4y
Perhaps similar to HoneyBook, Truework has one core platform, but the fit within different industry verticals is completely different. Different features are the key sell...
471 Views
1 request
What's the earliest stage a startup should consider hiring a Product Marketing Manager?
I'm curious if you've observed the impact of adding a PMM to smaller organizations or if you think they're most impactful in larger organizations?
Truepic VP of Marketing • 4y
The two startups I joined as the first PMM were ~100 employees and both were for technical software products. In this space, my perspective is the founding and technical ...
851 Views
1 request
Truepic VP of Marketing • 4y
While a large company will have a dedicated individual or even team to a particular function, like competitive analysis or social media, at a startup you may be the one-s...
483 Views
2 requests
Truepic VP of Marketing • 4y
I’ve been the first PMM at two startups now. It's been pleasantly surprising how impactful some of the basic PMM tools are when applied for the first time, and how quickl...
1420 Views
1 request
Truepic VP of Marketing • 4y
Perhaps surprisingly, I believe the core deliverables and thinking of a PMM are easiest to improve. These are strategy frameworks, effective messaging and positioning, et...
571 Views
3 requests
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?
Truepic VP of Marketing • 4y
As an individual contributor today, you can demonstrate your ability to manage projects and influence and lead people who do not directly report to you. This could be col...
455 Views
2 requests
What is your advice for creating and/or improving the product marketing process when joining a small but growing team with no or little structure and an inexperienced management team?
What are the best ways for establishing good communication, trust, and buy-in across departments?
Truepic VP of Marketing • 4y
I expect that this small and less experienced team is also more reactionary and tactical rather than proactive and strategic. That’s OK to a degree when in fire-fighting ...
554 Views
2 requests