AMA: Zapier Former Head of Product Marketing, Gregg Miller on Establishing Product Marketing

October 8 @ 10:00AM PT

View AMA Answers

What's your framework to prioritizing needs / deliverables when establishing product marketing?

Gregg Miller•

PandaDoc VP of Product Marketing & Brand • 5y

At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximi...

7458 Views

7 requests

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?

Gregg Miller•

PandaDoc VP of Product Marketing & Brand • 5y

There’s two main drivers I think about with respect to org structure. Important caveat on the below being I primarily have worked at smaller organizations where org struc...

7509 Views

5 requests

How do you retain good talent, especially when Product Marketing role are in such high demand across the industry

Gregg Miller•

PandaDoc VP of Product Marketing & Brand • 5y

There’s definitely core management competencies you have to focus on that are true of any role which I won’t go into (e.g. developing your people, advocating for them and...

1442 Views

4 requests

What are the biggest surprises when going from a company where product marketing was established to one where you have to establish product marketing?

Gregg Miller•

PandaDoc VP of Product Marketing & Brand • 5y

One of the biggest surprises is that the vast majority of people at smaller companies have little idea of what product marketing is. Your new colleagues may have never wo...

2670 Views

1 request

How do you think about your 30/60/90 day goals as the Head of Product Marketing in a startup that didn't have product marketing?

Gregg Miller•

PandaDoc VP of Product Marketing & Brand • 5y

30 days: Balance being an absolute sponge and learning by doing. Be a sponge by reading every doc you can get your hands on (enablement materials, case studies, team quar...

13293 Views

1 request

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?

Gregg Miller•

PandaDoc VP of Product Marketing & Brand • 5y

I’m assuming this question is about moving from a focus on the “last mile” of the go-to-market process entailing sales enablement and product launches to more “upstream” ...

3238 Views

2 requests