AMA: VP of Marketing at Galileo, Osman Javed on Building Product Marketing

Great question! Measurement for PMM has been a long debated topic and vary greatly company to company, but here's a framework for thinking through it. Key Considerations: PMM should align itself to company objectives. If a company is focused on driving renewals, PMM should be focused on driving renewals. PMM shares ownership of metrics with other teams. For example: Product and PMM share adoption and launch metrics Sales and PMM share revenue and sales efficiency metrics Marketing and PMM share ...Read More

What are some surprising ways that candidates have stood out to you in PMM interviews? What are your biggest watchouts? PMMs are notoriously difficult to hire. The best PMMs I've worked with are Balance left and right brain Are equally adept at fast thinking and slow thinking Can maintain the 10,000' view while understanding the details at 1,000' It’s important to identify the 1-3 skills that will be most important for your company and domain. Then look for experiences that suggest they’ll excel ...Read More

Great question. In the early days, focus is key, so be wary of taking on too much in PMM. With that said, here's how to think about scaling. Nail the Basics Set the Foundation: First and foremost, you want to ensure your team is united around a compelling strategic narrative, brand messaging, and core brand pillars. It's crucial to validate your product market fit, as many companies are still in the discovery phase at this stage. Aligning on  product messaging, product pillars, differentiators, ...Read More

Great question, here are 3 potholes to AVOID when building 1. Not becoming the undisputed expert on your product, market, and audience:  Great PMM teams form strong opinions through rigorous research across market, product, and competition Focus on three areas: market/persona understanding, competitive intelligence, and deep product knowledge My favorite research methods: win/loss analysis, paid expert interviews, Gong calls, customer interviews, using competitor’s products, and podcasts 2. Not ...Read More

While I'd love to say "You'll know when you need more PMMs!" most reading this will know it's not that easy. The ratio of PMMs to PMs or AEs is typically influenced by: Product complexity: More complex products require additional PMMs to effectively market them GTM motion: Sales-led models require greater focus on sales enablement, whereas PLG models require greater focus on user onboarding, adoption, and campaigns. In my experience PMM scales more closely with PM. Early-Stage (Series A/B): 1 PM ...Read More