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Building a Product Marketing Team

What are the three most important metrics to measure the impact of a product marketing team?

4 Answers

Stripe Head of International Product & Solution Marketing • September 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

427 Views

What are the top 5 questions you ask PMM candidates when hiring for a new role?

3 Answers

Amanda Groves

Crossbeam Senior Director Product Marketing • September 7

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

932 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

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • April 15

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

1689 Views

How do you build a business case to quickly grow a product marketing team? What metrics do you look at to make sure you're driving ROI for the business overall?

5 Answers

Jam Khan

ZoomInfo SVP Product Marketing • July 21

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

786 Views

With the job market so hot, how do you structure the recruiting process to go slow enough for you and the team to evaluate several people and fast enough not to lose them to another company?

6 Answers

Katherine Kelly

Benchling Head of Product Marketing • May 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

659 Views

Do you have any advice for those starting out in product marketing? Are there certain things you wish you knew before going into the field?

Advice and foresight

4 Answers

Tiffany Tooley

HubSpot Head Of Product Marketing • March 9

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

922 Views

Does your product marketing team have a Commercialization Manager in the group?

Curious how this role is distributed/defined inside different companies.

1 Answer

Julien Sauvage

Clari VP, Brand, Content and Product Marketing • November 30

I don’t know what that is, so... no (?) 😂

622 Views

How do you develop product marketers on your team in a systematic way?

1 Answer

Julien Sauvage

Clari VP, Brand, Content and Product Marketing • November 30

Develop as in... "grow"? Well, that Non negotiable: leaders help their team grow :) People learn and grow with new experiences. I like doing that by giving people stretch goals, have a quarterly growth check-in, and assign major/ minor projects (90/10). Plus do a monthly lunch n learn with t......Read More

590 Views

How do you get buy-in from multiple teams on a longterm strategic initiative when they are bogged down with daily fires. And how do you sustain their interest and commitment?

1 Answer

Julien Sauvage

Clari VP, Brand, Content and Product Marketing • November 30

Simple. By showing impact. And you would show impact in an always-on dashboard (online), or deck. Then, overcommunicate. Keep it fun and playful. Send a monthly newsletter to your stakeholders. Talk about what's next. And worked, what didn't. Be authentic and show focus, passion, accountabilit......Read More

609 Views

Can you share a dashboard of KPIs for a PMM organization in a startup?

1 Answer

Julien Sauvage

Clari VP, Brand, Content and Product Marketing • November 30

While I love this question, I also think that a PMM dashboard has to mirror the company business dashboard! PMM influences every aspect of the business. As such, the PMM OKRs have to map the big strategic initiatives of your company. Metrics I like to see on such a dash: * Category Awaren......Read More

644 Views

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