Product Marketing Career Path

What are potential career paths after Product Marketing?
I've spent ~4 years doing Product Marketing at different Fortune 100 companies and wanted to know what are potential career growth opportunities beyond PMM. Almost everybody I know stays in PMM and continues on into leadership or goes into Product. What else is out there?
2 Answers
Lauren Barraco
Lauren Barraco
Inscribe VP, MarketingDecember 14
Oh my gosh - the possibilities are endless! The skills required for PMM are transferrable in so many ways. Like you mentioned, there's the product route that you can build on and either lead a PM or PMM team (or both!). The other obvious one is in the CMO direction - for this, you'd definitely ne...Read More
1861 Views
For someone chasing the CMO position in the next 8-10 years, would you recommend them to practice brand marketing before product marketing or reverse?
I have experience in both fields but not really in a dedicated fashion. I am now standing at a stage where I have to choose between 2 options: AM - Brand marketing or Sr. PMM. What would you have chosen?
2 Answers
Priyanka Srinivasan
Priyanka Srinivasan
Verkada Vice President Product MarketingAugust 12
The way I think about the ‘pillars’ of B2B tech marketing a CMO needs to be familiar with are as follows: * Product Marketing: e.g, go-to-market strategy, product positioning & messaging, competitive intel, sales enablement, analyst relations, etc * Demand Gen: Includes sub-pillars of *...Read More
2565 Views
How can I improve my interviewing skills for a product marketing role?
I had my first interview in a long time recently and fumbled my way through it. How can I get better for next time?
8 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPJune 4
It happens to all of us. As with any type of job interview, practice helps. Additionally, before you sit down to practice you should be using your PMM skills.  Jot down on paper your answers to these questions. * Who is the buyer/company? * What is their decision criteria? * What is the...Read More
1091 Views
2 Answers
Ben Geller
Ben Geller
You.com Director, Product MarketingFebruary 13
One of the biggest struggles I've seen for PMMs is explaining the role and the value we create to team members who have never worked with PMM before. If you encounter this challenge, here's a simple framework I've found helpful: Elevator pitch: Product Marketing’s superpower is being the “Voice ...Read More
650 Views
2 Answers
Alex Gutow
Alex Gutow
Snowflake Senior Director of Product MarketingDecember 21
As a product marketer, the top three skills I use are: * Being curious and not being afraid to ask questions: Curiosity is so critical for product marketers, especially when it comes to the products and features that we're responsible for. The more you understand about your area, the b...Read More
1319 Views
4 Answers
Vidya Drego
Vidya Drego
SmithRx VP of MarketingJanuary 19
I like to ask questions in interviews that stem from real challenges and decisions my team are having or have made. I've seen great resources aggregated here on Sharebird, from the Product Marketing Alliance, and PMM Hive. But definitely don't memorize answer to questions or cases, make sure you ...Read More
7154 Views
How do product marketers make sure they're learning enough varied skills to be a well-rounded professional when scope is an issue?
i.e. working at a large company with minimal scope, focusing on sales enablement but knowing you need experience on the product launch side, other marketing teams covering responsibilities, etc.
11 Answers
Christy Roach
Christy Roach
AssemblyAI VP of MarketingOctober 8
This is a great question! I know lots of product marketers who worry that in getting more specialized they’re missing out on the opportunity to get that broad skillset. I reject the idea that you have to change jobs in order to get the experience you want and think there are plenty of ways to get...Read More
2085 Views
2 Answers
Becky Trevino
Becky Trevino
Flexera Chief Product OfficerSeptember 20
The best part of the role is the high of a big launch. Bringing something new to market is an amazing feeling especially when you can do it wrapped into a larger launch event. There is also a great strategic element to the role that you do not find in all marketing roles that ties elements of com...Read More
1051 Views
1 Answer
Candace Marshall
Candace Marshall
Zendesk Senior Director of AI Product MarketingMay 8
Absolutely. In fact, there are numerous CMOs who came up the ranks through product marketing. Take a look at ex-Salesforce product marketing leaders - many of them have gone on to become CMOs of public and private companies across various sizes. To grow into a marketing leadership role, consider ...Read More
1271 Views
If you had to build out a team of PMMs from scratch, how would you organize your team and which roles would own what?
In other words, if you went from one to ten - what would the structure look like? 1 Director/team lead, 2-3 Senior PMMs, and 4 PMMs? Would the team be divided by audience segment? By product? By strategy vs. tactics (i.e. larger GTM vs product launch)?
1 Answer
Candace Marshall
Candace Marshall
Zendesk Senior Director of AI Product MarketingMay 8
Sounds like your business is growing - how exciting! It's hard to answer this question without knowing how your business is structured but I'm happy to share common structures for 10 pmms. Structurally, a people manager or team lead should have at least 3-4 people; this is typically a good "pod" ...Read More
1259 Views