AMA: Zoom Head of Product Marketing, App Marketplace, Sharon Markowitz on Product Marketing Career Path

It is a challenge when a company doesn't understand the value that product marketing offers. Here are a few thoughts: 1) Show vs. Tell: Results matter, so align on quick wins that you can own and showcase your results and learnings to the cross-functional team.2) Find Your Champion: Typically, there is someone in the organization who does understand the value of product marketing, hence, why you were hired, so work with them to be an advocate as you gain further alignment among key stakeholders. ...Read More

When considering career paths in B2B vs. B2C, think about what genuinely excites you. Each path offers distinct approaches—Netflix’s GTM strategy, for example, would look very different from Intuit’s. Starting with the business models and industries that resonate most with you is a great first step.My path is slightly different than most, as I transitioned from the consumer goods and retail industry into tech; the former focuses more on fostering a general manager mindset as the profit margins a ...Read More

Congratulations on your decision to explore product marketing! Your customer-facing experience in sales is a valuable foundation—after all, a deep understanding of customer needs is central to success in product marketing. My approach is two-fold, certifications and hands-on experience. Here are some steps and resources to consider as you transition: Certifications and courses: Pragmatic Institute and Product Marketing Alliance offer highly regarded certifications. Both companies cover core conc ...Read More

A product marketing portfolio should include assets from GTM strategies and product launches that demonstrate measurable impact. Remember, the only truly “shareable” assets are customer-facing materials, as internal assets are proprietary to the company. To build your portfolio effectively, consider the following approaches: Tell a Story with Impactful Results: Compile the assets you created or influenced for a specific product launch and share the results of that effort. Incorporate Non-Work Co ...Read More

Thank you for this question. Each person's career path is unique—it's not always about upward mobility or staying within the same field. I'll address this from two perspectives: one focused on passion and another on "stability" (or marketing + data roles). Passion: We all know that most people tell us to follow our passion. I do think it is true! And when you do this, and things don’t go as expected, you are still focused on what you care most about from a professional standpoint.  Marketing + D ...Read More

Understanding the impact of digital marketing as part of marketing channels is very important to understand as a senior leader if you are managing and/or partnering with that team. Whether or not you need specific hands-on training or certifications depends on your role and industry. Here are some suggestions to upskill, including certifications, self-assessment, and hands-on experience.Certifications General Assembly offers comprehensive digital marketing courses. I benefited greatly from a 10- ...Read More

I take a general manager approach, believing that product marketers should develop a well-rounded foundation. This allows marketers to discover their strengths and passions, namely inbound, outbound, or generalist roles while building cross-functional influence essential for leadership roles.Benefits for this approach include: Building a broad foundation helps product marketers understand the full scope of the field. Gaining exposure across areas reveals interests and strengths, shaping career d ...Read More

I think it is less about being surprised, and more about the evolution of a leadership role. Top of mind, here are a few thoughts: Cross-functional collaboration. While every level in product marketing requires alignment across functions, senior roles involve a different layer of prioritization and influence that often happens beyond the day-to-day work. People development. Leadership isn’t just about driving strategy; it’s also about supporting the growth of each team member. I’m especially pas ...Read More

Passion and career growth don’t have to be mutually exclusive; a career aligned with your interests can fuel continuous learning and long-term success. Let's take a look at the benefits of experience in specific domains versus multiple industries.Domain ExpertiseSpecialized knowledge in fields like finance, healthcare, or DevOps supports effective positioning and communication, especially in complex industries where compliance and market insight are key. For instance, Zoom has product marketers ...Read More