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. I could go into further detail, but I feel the points above are critical to win!

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 Contributions: Don’t overlook non-work activities that showcase your experience and skills. For instance, if you volunteer at a nonprofit or assist with community-building efforts, these projects can highlight your ability to adapt your marketing skills in diverse contexts and demonstrate versatility.

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: 1. Certifications and courses: * Pragmatic Institute and Product Marketing Alliance offer highly regarded certifications. Both companies cover core concepts like go-to-market strategy, segmentation, and messaging, which can be invaluable for building a solid foundation. The former is focused on theory + application. 2. Hands-on experience: * Talk to your manager about opportunities to collaborate with product marketing or sales enablement teams. This could include shadowing product launches, helping with campaign execution, or even contributing to customer insights reports. Getting hands-on exposure will help you learn the ropes and showcase your initiative.

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 are low (while in tech, the focus is usually on sales, the topline growth). Moving into tech, I sought roles where my experience would be valued, allowing me to get closer to the customer and see my impact more directly. While CPG and retail often follow a B2B2C model, where the goal is ultimately to reach the consumer, over time, these sectors have evolved with technology to include both online and in-store models (think Instacart, DoorDash, Walmart, and 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-week in-person class they offered where I applied theoretical concepts to real-world scenarios by working with a local business. Self-assessment It’s always helpful to assess specific gaps you may have in your role and/or your industry, and pursue training in Martech tools like Marketo and Google Analytics. Hands-on experience As with any skill, hands-on experience is essential. I recommend partnering with colleagues for opportunities to take on projects or gain exposure in these areas.

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 passionate about this because I believe everyone’s career path deserves unique support and guidance. * Influence on the company’s direction. Whether it’s engaging with the board of directors or being the sole representative for leadership, there’s a valuable opportunity to align product marketing with the broader goals of the company, contributing to its strategic direction. And just like any role, there is still a large amount of "rolling up one's sleeves" to get things done. Sometimes, however, the team may not be privy to this, and that's ok!

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 + Data Roles: There is no "stable" role today (sorry, but I think you may have known that!). As a career coach, I know that data has shown it's typical to have up to 12+ jobs in a lifetime! With that said, for practical options, I believe that when you combine marketing with data, you are more likely to be “needed”. Think of roles like data science, digital marketing, data analytics, demand gen, and competitive research.

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: 1. Building a broad foundation helps product marketers understand the full scope of the field. 2. Gaining exposure across areas reveals interests and strengths, shaping career direction. 3. Aligning your passions with your expertise, as a well-rounded skill set supports future specialization in inbound, outbound, or generalist roles. 4. Leveraging this knowledge for senior roles, where influencing and partnering cross-functionally are even more critical.

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 Expertise Specialized 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 focused on healthcare, financial services, and education, ensuring deep understanding within each sector. Multiple-Industries Experience across industries/domains builds versatility, making it easier to adapt to different customer needs and competitive dynamics. This breadth can be valuable in leadership roles where a broad perspective is essential. In my career, I’ve worked across multiple verticals, including DevOps, fintech, and edtech, and various business models (B2B2C, 3P marketplaces) to drive growth.