AMA: You.com Director, Product Marketing, Ben Geller on Building a Product Marketing Team

A great PMM dashboard is an expression of your company’s strategy. Start with the business objective, define the key results that reflect your approach to that objective, and then select KPIs that measure progress. For example, for an enterprise business, KPIs should align closely with enterprise funnel health. That means tracking both volume and conversion across: Top-of-funnel: qualified leads by score, source, and intent signals Mid-funnel: hand-raise events like webinar attendance, demo requ ...Read More

Every PMM KPI should trace—directly or indirectly—to revenue. For example, in an enterprise organization, even if you’re focused on top of funnel metrics, you need to understand how your part of the funnel connects to closed-won deals. For B2B this means: Knowing your lead scoring model Tracking demo-to-opportunity conversion Understanding average deal size and LTV Modeling the downstream value of higher-funnel events (e.g. how do webinar attendees convert to opportunities + revenue) Revenue ali ...Read More

If a company doesn’t understand the value of PMM, it usually comes down to one of two things: You’re not creating enough value You’re not demonstrating the value you’re creating If it’s #1, the fix is strategic: re-align PMM efforts with the company’s most pressing goals. If it’s #2, the fix is communication: make your impact visible through clear OKRs, weekly updates, and storytelling in company-wide forums. I remember a time when my PMM team was stretched thin across 10+ projects. We were push ...Read More

Typically, as a PMM grows within an organization, they expand both their area of focus (e.g., from one product group to a broader business unit) and their involvement in setting strategy. Here’s one way to think about the strategic scope: Director PMM+: Owns the problem, scopes the solution, and oversees execution Senior PMM: Given a clear problem → Owns the solution and execution PMM: Given a clear problem and solution → Owns execution For example, an outbound PMM might be handed a LinkedIn ad ...Read More

One of the biggest challenges is starting to let go of executing everything and learning to delegate (it can be hard to give away your legos). This means spending time: Creating a shared roadmap Saying “no” with clarity Delegating execution but staying accountable Being vulnerable with your team and your leadership when you’re figuring it out Leadership is a skill—and like any skill, it gets easier with reps. Don’t hide your growing pains. Talk about them, learn in public, and model the kind of ...Read More