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Building a Product Marketing Team

How do you re-position a product if you haven't reached product market fit?

1 Answer

🟧 Hugo Macedo 🟧

PandaDoc Senior Director Product Marketing • May 4

If you haven't reached product market fit, then you don't have much to protect, to risk. That's a great position to experiment with your positioning :) Think of it as if you're searching to see what works - search in the problem and customer space. This means you need to figure out who you are go......Read More

327 Views

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

1 Answer

Amanda Groves

Crossbeam Senior Director Product Marketing • September 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

577 Views

What KPI's do you set and track for your product marketing team?

How do you measure success for a product launch?

2 Answers

Amy Loh

Square Head of Product Marketing, Square Staff • April 13

It's important to set KPIs that directly tie to the overall business or organization's goals. My organization has a P&L so we have a revenue target that we must hit with assumptions around growth and retention for each product. I expect every PMM to understand how we're tracking against that grow......Read More

1547 Views

How does Notion bring about a differentiation between their B2B and B2C Product Marketing since there might be a lot of overlap of Personas and JTBD (Jobs to Be Done) across both?

I use notion personally and on the job, and I love it. But as a product marketer how would they tell the story to both sides of the coin, where it's the same user but their JTBD has changed.

1 Answer

John Hurley

Notion Head of Product Marketing • May 3

Good question. Constant tension. Don't abandon the consumer, but focus on where do we make money (b2b). Find the right investments and channels that will support the consumer (community, influencer, social, specific time-relevant consumer campaigns like 'Back to School' or 'New Year Resolution......Read More

1690 Views

What are some unexpected challenges when it comes to influencing and creating a product marketing strategy with a global team?

5 Answers

Susan "Spark" Park

Meta Head of Product Marketing, VR Work Experiences, Oculus • May 26

Expected: * Working with multiple timezones * Language barriers/poor translations * Cultural issues * Getting individuals to focus on the team dynamics so we can work as a global unit * Countries/regional teams coming up with their own narratives and strategies. Unexpected * Distr......Read More

1507 Views

How do you proactively identify areas of the business where PMM can add the most value and make the biggest impact?

i.e. do you have a few questions you keep in your back pocket or assumptions that you always test when assessing the business and choosing which things to pursue?

5 Answers

Alexa Scordato

TikTok PMO • August 13

1. Is the business taking a product to market, trying to achieve product market fit, or accelerate demand? I recognize that some teams might say, "All 3!" but if you had to pick one, what's most important? 2. Based on the answer above, product marketing can flex towards supporting product vs.......Read More

1085 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?

4 Answers

Daniel Kuperman

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

1134 Views

As a hiring manager, what do the best product marketing candidates have in common?

13 Answers

Abdul Rastagar

GTM Leader | Marketing Author | Career Coach • June 11

The ‘product marketing skills’ question has been answered really well by a lot of others on Sharebird already so I will focus my answer specifically to the interview itself: I always look for candidates who have a strategic mindset and who can articulate what success in their current role look......Read More

1930 Views

Describe the best PMM team you've been part of, and what aspects made it stand out from the rest. What are some things we could actively employ to our own teams to make it the best PMM team they've been part of?

3 Answers

Katherine Kelly

Benchling Head of Product Marketing • May 19

Trick question! All my teams have been equally fantastic and I love them all the same. BUT I would say that one thing I focus on is trying to develop PMM teams that know how to collaborate. There's a lot of focus on "coverage" and areas of ownership -- but in all my teams I've forced matrices ......Read More

480 Views

What's the biggest weakness you see among experienced candidates for product marketing positions?

2 Answers

Katherine Kelly

Benchling Head of Product Marketing • May 19

I'll tell you a few of the red flags that immediately turn me off a candidate: 1. too many "I" statements. PMM is so collaborative, so cross-functional...if you are making it sound like YOU did all this stuff on your own, either I fully doubt it, or in fact that tells me something was wrong. ......Read More

659 Views