Communities

Establishing Product Marketing

What advise would you give someone who is trying to break into product marketing?

3 Answers

Intercom Director, Product Marketing • October 26

Many of us in PMM came from a different discipline, so know that it's very common and very doable! I myself came from an editorial background (I studied journalism and worked for an online magazine), then moved into an analytics/reporting role, then into community management, and then into PMM! ......Read More

778 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

668 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

429 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

3536 Views

What does your product marketing team org structure look like?

Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?

12 Answers

Kristen Ribero

Handshake Senior Director of Corporate Marketing • July 18

In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ......Read More

2014 Views

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

16 Answers

Gregg Miller

Oyster® VP of Product Marketing • October 8

At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More

3442 Views

How do you work with the cross functional teams? And what are the key goals and deliverables for each of the below? 1) PMM with Sales 2) PMM with CSM 3) PMM with Marketing 4) PMM with Product

8 Answers

Jasmine Jaume

Intercom Director, Product Marketing • October 26

This is a big question! It would be impossible for me to detail all the ways we work with these teams, but at a high level: * Sales & CSM: I'm bundling these two together, as the type of work we do with each is similar at a high level. We work closely with sales leaders and the sales enab......Read More

1074 Views

When building a team, how would you ideally split responsibilities? By product line? By PMM function (CI, enablement, GTM, etc)?

9 Answers

Suyog Deshpande

Samsara Sr. Director | Head Of Product & Partner Marketing • June 30

DO IT ALL -> FUNCTIONAL -> BY PRODUCT -> GRID It depends on the size of your team and the maturity of the company. Typically what I have seen is that - * With 1-2 PMMs - it's "do it all" approach. These PMMs take on all responsibilities - Positioning, Messaging, Launches, Product GTM......Read More

781 Views

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

10 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

4033 Views

What's your best product marketing 30-60-90 day plan to make a big impact at a new company?

I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.

24 Answers

Dave Daniels

BrainKraft Founder • June 8

30 days - Learn the market and competitive landscape. Visit as many customers and non-customers as possible. Read every Win/Loss report you can get your hands on. Talk to as many sales reps as possible. Use the Steve Jobs line of questioning: "What's working here?" "What's not working here?" Warn......Read More

3947 Views

Communities

Product Marketing Community

Product Management Community

Demand Generation Community

Revenue Operations Community

Sales Community

Customer Success Community

Sharebird

Social