Gregg Miller

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

October 8 @ 10:00AM PST
View AMA Answers
Zapier Former Head of Product Marketing, Gregg Miller on Establishing Product Marketing
Top Questions
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
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 8
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 structures across the company are often highly nimble. 1. How established the function is - When the PMM function is new, oftentim......Read More
6124 Views
5 requests
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 8
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 backing them up, etc.). But I think something we as product marketing leaders need to focus on is making the job exciting and ......Read More
1335 Views
4 requests
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 8
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 maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More
4326 Views
7 requests
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 8
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 worked directly — or even indirectly — with product marketers before. This means that you as the new head of PMM have a much bigg......Read More
2021 Views
1 request
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 8
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 quarterly/annual plans, research studies, etc.), talking to as many prospects and customers as possible, and scheduling 1:1s with b......Read More
9377 Views
1 request
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 8
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” go-to-market strategy activities like identifying market opportunities, defining target segments in the market, partnering with......Read More
2005 Views
2 requests
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 8
Regardless of role, there's a universal tradeoff between small and large companies and it's about what kind of impact you find most motivating. Would you rather have broader impact across the business and more autonomy/flexibility in the scope of where you focus, or would have rather have a deepe......Read More
1230 Views
3 requests