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Establishing Product Marketing

What are your favorite PMM interview questions?

2 Answers

Brex Sr. Product Marketing Manager, Financial Product • January 26

These are some of my favorite interview questions. * What is your favorite product? * What interested you in this company/ space? * Walk me through [project/ launch] on your resume. What tactics did you use? What challenges did you face and how did you overcome them? I also like to gi......Read More

469 Views

What is your process for collecting user feedback?

Do you use ever use NPS or any other survey style?

9 Answers

Jasmine Jaume

Intercom Director, Product Marketing • November 10

We collect feedback in various ways. We obviously use Intercom ourselves, so we get user feedback through conversations, responses to our announcement messages and conversation ratings, for example. We also do run NPS surveys, using survey apps integrated into our Messenger. Some of our product t......Read More

1165 Views

How do you define product marketing differently in a product-led growth company vs. a traditional company with a normal sales and marketing funnel?

9 Answers

Christy Roach

AssemblyAI VP of Marketing • November 17

One of the biggest changes is that I find the relationship with the product team to be different in a product-led growth company. It’s a much closer partnership, focused on more than just launch moments but ongoing work, and shared metrics. When it comes specifically to the sales and marketing f......Read More

2643 Views

With respect to mergers and acquisitions, what are the steps and priorities you take to integrate the newly acquired product into your overall product marketing strategy?

4 Answers

Alina Fu

Microsoft Director, Copilot for Microsoft 365 • November 30

This one is challenging because I’ve witnessed year long integrations from newly acquired products into the overall strategy, and even then, it wasn’t “fully” absorbed into the main strategy. First, I would recommend looking at the reasons why this product came under the fold. What was the visio......Read More

1245 Views

When do you know you’re ready for your first PMM hire? How do you think about setting that hire up for success?

1 Answer

Austin Carroll

Brex Sr. Product Marketing Manager, Financial Product • January 26

I don't think it's ever too early for your first PMM hire as they can help identify the product-market fit, positioning, and messaging. To make sure you have set up for success, make sure you have some people staffed (either full time or contract) where they can share work and delegate the strate......Read More

406 Views

What has worked well (or has not worked) as far as positioning your product marketing team within a larger marketing org?

11 Answers

Carrie Zhang

Square Product Lead • November 16

Great question. I always tell my team that as product marketers we are the bridge between product development and the broader marketing & sales teams. We focus relationship building and collaboration in 3 areas: 1. Product (development) team. At Square PMMs are embedded within the product t......Read More

4495 Views

How do I measure sales enablement success?

17 Answers

Srini Sekaran

Amazon Senior Product Manager • June 7

Measuring sales success is unique to your organization but you can gauge general effectiveness by understanding the volume of opportunities, conversion rates, and productivity. Volume of Opportunity Cross-selling, renewals, and upselling are more effective ways of generating revenue than acqu......Read More

1528 Views

What is your 30-60-90 day plan when you go into an org with the intention of setting up Product Marketing function for the first time?

8 Answers

Andy Schumeister

Sourcegraph Director of Product Marketing • June 8

30 days: Prioritize understanding your customers, your product, and your company: * Shadow customer calls (or listen to recordings if they exist). * Get to know your cross-functional partners - schedule time with people from product, sales, marketing, engineering, design, etc. This will hel......Read More

967 Views

Whenever you are new to a PMM role, what are the top 3 things you look for in the work that has been done before you arrived? (e.g. personas, messaging templates)

6 Answers

Fiona Finn

jane.app Director of Product Marketing • March 4

- Retros on strategic projects, especially those with cross-functional teams so you can identify previous learnings and opps for improvement, and quickly get up to speed on legacy experiences - Centralization of customer feedback; can you do some quick analysis and theming of it to start to for......Read More

466 Views

How do you communicate product marketing updates and activities to the rest of the company?

10 Answers

Diana Smith

Hashi Senior Director of Product Marketing • July 16

We match internal promotion based on the level of the product announcement. Small updates are little features that mostly existing customers are excited about. Medium updates are larger changes that potentially open up a small new audience or unlock new revenue potential. Large updates are major ......Read More

3971 Views

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