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Establishing Product Marketing

How should Product Marketers work with Growth marketers in terms of KPIs, boundaries, north star metrics, activities?

2 Answers

Daniel J. Murphy

Marketing Strategy Consultant • June 9

Good question. And admittedly it's been a minute since I've worked with a growth team so my answer might be 2-3 years outdated. But I think if you're in product marketing and you're lucky enough to have an adacent growth team, first of all, partner with them. Doubt it'll feel natural at first, bu......Read More

615 Views

How long do you think you should wait, as the very first Head of PMM, before you hire your first team member?

4 Answers

Jason Oakley

Klue Senior Director of Product Marketing • January 6

It's hard to give a specific answer here because every company is unique, but here are some things to think about: 1. How experienced are you as a PMM? If you've built and managed multiple PMM teams in the past, you already have a solid understanding of the types of people you're l......Read More

434 Views

How can one know that their product marketing function is a strategically valuable program?

3 Answers

Daniel J. Murphy

Marketing Strategy Consultant • June 9

Are you executing on intiatives that align with your leadership team's top priorities? Is product marketing asked to join to product roadmap planning conversations? Does demand gen and content marketing rely on product marketing for insights and knowledge to executive a campaign or the content st......Read More

381 Views

What functional work do you prioritize as a PMM? Anything you should NOT focus on initially?

2 Answers

Jason Oakley

Klue Senior Director of Product Marketing • January 6

A lot of this depends on the size, stage, and goals of the company, but here's how I suggest approaching prioritization. Create your PMM Charter With the input of your boss and other leaders in the company, you'll first want to define what PMM looks like at your org. This helps set the guardra......Read More

766 Views

What PMM team sizes and roles have you seen in relation to overall company and sales size, or other markers.

2 Answers

Shabih Syed

Square Product Lead, Ecosystem Discovery • July 7

It's difficult to generalize here. You need to first establish the need for product marketing because not every company needs a product marketing function. In my opinion: Small companies or start-ups (<20M ARR) can delay hiring product marketers if the founders or early marketing employees can p......Read More

1288 Views

How do you measure the ROI of a product marketing function?

2 Answers

Shabih Syed

Square Product Lead, Ecosystem Discovery • July 8

Ultimately, the ROI for product marketing is revenue growth. But there are some in-process KPIs that you can set to measure the impact of product marketing. For example: 1. Content contribution can be measured with number of MQLs converted to SQLs from digital channels. Also, with increased......Read More

1347 Views

When establishing the PMM function in an org, how can you manage expectations and change perception if leadership (CEO, Founder, CMO) have a different interpretation of the role?

5 Answers

Jason Oakley

Klue Senior Director of Product Marketing • January 6

Assuming you were hired for this role, I think that this type of conversation should ideally happen before you accept the job. Asking a question like "what vision does the CMO, Founder, CEO, executive team, etc. have for this role?" Even just digging into the job description and asking for more d......Read More

526 Views

At what point in building out your PMM team does it make sense to think about moving from a horizontal org chart to a vertical one? What factors do you consider when making the decision to grow horizontally vs. vertically?

2 Answers

Nicole Gallow

Cisco Group Product Marketing Manager • December 22

I believe the answer to this 'depends' on many factors, a couple of which are: * Company size * Org (PMM or reporting org) size If you have a large PMM team, having a more vertical org may make the most sense. At Cisco, I believe our PMM org is very balanced, not too flat or too tall, but w......Read More

875 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?

7 Answers

Andy Schumeister

Sourcegraph Director of Product Marketing • June 9

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

575 Views

How does product marketing differ between a small and large company?

7 Answers

Gregg Miller

Oyster® VP of Product Marketing • October 9

Regardless of role, there's a universal tradeoff between small and large companies and it's about what kind of impact you find most motivating. Would you rather have broader impact across the business and more autonomy/flexibility in the scope of where you focus, or would have rather have a deepe......Read More

1018 Views