Sharebird
MentorsAbout Us
Sign Up / Sign In
Ask me anything
AMA Page
Jon Rooney

AMA: Unity Vice President Product Marketing, Jon Rooney on Building a Product Marketing Team

December 6 @ 10:00AM PST
View AMA Answers
Unity Vice President Product Marketing, Jon Rooney on Building a Product Marketing Team
Top Questions
With the job market so hot, how do you structure the recruiting process to go slow enough for you and the team to evaluate several people and fast enough not to lose them to another company?
Jon Rooney
Jon Rooney
Unity Vice President Product Marketing • December 6
I try to have as much of the recruiting, interviewing and offer process planned as possible before the role is opened and posted. * Keep a repository of job descriptions (JDs) that I've either written before or seen over the years that I keep in a file so I'm not starting from a blank pag......Read More
436 Views
2 requests
Do you have any advice for those starting out in product marketing? Are there certain things you wish you knew before going into the field?
Advice and foresight
Jon Rooney
Jon Rooney
Unity Vice President Product Marketing • December 6
The analogy I like to use for folks new to Product Marketing is that it's like archery on horseback. The role requires two very different skills sets that are hard enough to develop separately. A good PMM is an expert marketing/communicator/getter-of-stuff-done while at the same time a curious, f......Read More
410 Views
2 requests
What's the best way to split up responsibilities in a Product Marketing team within an Enterprise company?
Should PMMs be split into products, Regions, Projects, Teams, A mixture?
Jon Rooney
Jon Rooney
Unity Vice President Product Marketing • December 6
I've always structured my PMM teams around customer segments/audiences (a "buyer back" approach), which is an outside-in vs. an inside-out view that better aligns to sales and is less subject to product-first, inside-the-building myopia. This structure forces your teams to take a customer view fi......Read More
456 Views
3 requests
How do you build a business case to quickly grow a product marketing team? What metrics do you look at to make sure you're driving ROI for the business overall?
Jon Rooney
Jon Rooney
Unity Vice President Product Marketing • December 6
Any business case for expanding PMM should be built around the expansion of target use cases or audiences. If your company is selling new stuff to existing customer types OR existing stuff to new customer types OR new stuff to new customer types, chances are you'll need more PMM coverage to cover......Read More
424 Views
2 requests
What are the top 5 questions you ask PMM candidates when hiring for a new role?
Jon Rooney
Jon Rooney
Unity Vice President Product Marketing • December 6
These may seem overly simplistic, but I've found these to be effective even when interviewing for senior PMM roles: 1. Tell me about your current/last company - what do they do? Who are their customers? What problems do they solve? 2. When customers pick your company, why (why do they win......Read More
421 Views
2 requests
What are the three most important metrics to measure the impact of a product marketing team?
Jon Rooney
Jon Rooney
Unity Vice President Product Marketing • December 6
Obviously exact metrics will vary by company, but metrics that fall in one of these 3 buckets: 1. Revenue (ARR, MRR, LTV) - some measure that shows that the products/areas you focus on are capturing, as well as creating, value. 2. Product usage (Activation, churn rate, time spent <...>) -......Read More
418 Views
2 requests