Building a Product Marketing Team

What advice would you give a junior product marketing manager who is the first product marketing hire?
I don't want to just be a launch project manager or a new releases copywriter.
10 Answers
Suyog Deshpande
Suyog Deshpande
Samsara Sr. Director | Head Of Product & Partner MarketingNovember 19
Know your ARR/Pipegen numbers and analytics tools: Get comfortable with building reports and dashboards. Know how to run reports and play around with that data. You will start uncovering interesting things - ex: we are weak in a certain market segment or we tend to have higher win rate for certai...Read More
5667 Views
9 Answers
Alexa Scordato
Alexa Scordato
TikTok PMOAugust 13
The first 2 PMM's are going to wear many hats and serve many masters. There's unfortunately no way around that given the breadth of the function. The biggest tension is striking the balance between supporting product, supporting sales, and establishing an operational cadence for go-to-market (GTM...Read More
1775 Views
9 Answers
Alexa Scordato
Alexa Scordato
TikTok PMOAugust 13
If product marketing is embedded within product, what that usually tells me is that marketing is a secondary function to product. If you're operating within a product-led organization, the cadence of the business will be determined by product leadership and the roadmap they set. That said, market...Read More
1510 Views
13 Answers
April Rassa
April Rassa
Aventi Group Product Marketing ConsultantApril 2
There are probably three major questions to answer when operationalizing a GTM plan: What is the governance? Meaning who is in charge? What is the division of labor? Who holds what decision rights (e.g., decide, influence, escalate)? When do you scale? There are two broad options: launch-and-...Read More
2142 Views
4 Answers
Scott Ivell
Scott Ivell
Stripe Head of International Product & Solution MarketingSeptember 7
It does depend somewhat on where you are in your growth and how broad your portfolio is, but i think along 3 'north star' metric dimensions: * Business KPI, that PMM indirectly influence: SQLs, Win Rate - ideally PMM tracks the trend over time rather than the absolute to seperate the signal ...Read More
435 Views
3 Answers
Amanda Groves
Amanda Groves
Enable VP of Product MarketingSeptember 6
How do you define product marketing? How do you measure success? What is your superpower? What do you wish I asked that I didn't? What's a brand you think is marketed poorly. Why? What would you do to improve it? Tell me about your favorite campaign, career win, or highlight. Why does that sp...Read More
1001 Views
What's the best way to split up responsibilities in a Product Marketing team within an Enterprise company?
Should PMMs be split into products, Regions, Projects, Teams, A mixture?
5 Answers
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsApril 14
I've seen a bit of everything when it comes to the split of Product Marketing teams. At some companies it is done by product line, at others by industry, and some by customer segment. And I don't think there's a 'best' way to do it, honestly. It all depends on what makes sense for your company...Read More
1803 Views
5 Answers
Jam Khan
Jam Khan
ZoomInfo SVP Product MarketingJuly 20
There are few things i'd look at based on the rhythm of the business. How fast is the business growing? How fast is the organization innovating, and how fast is the sales team growing. How many product managers are there (the PM to PMM ratio should be at least 4:1).  How often are there launch...Read More
843 Views
6 Answers
Katherine Kelly
Katherine Kelly
Instructure Head of Product MarketingMay 19
I've pretty much been consistently hiring for the last several years. I almost always have that "I'm hiring" thing on my LinkedIn (It's there right now!!) Here are a few tips: * Be transparent - if you like a candidate, tell them straight up and tell them where you are in the process. ask the...Read More
719 Views
4 Answers
Tiffany Tooley
Tiffany Tooley
Workday Vice President Product MarketingMarch 8
I'd say there are 3 things to keep in mind as a new PMM:  1. Go easy on yourself and prioritize the things that will have the biggest impact. Product Marketers are central to a GTM strategy, but that doesn't mean you have to know everything or do everything. Think of your career less like a spri...Read More
978 Views