Establishing Product Marketing

17 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 8
I’m assuming this question is about moving from a focus on the “last mile” of the go-to-market process entailing sales enablement and product launches to more “upstream” go-to-market strategy activities like identifying market opportunities, defining target segments in the market, partnering with......Read More
2329 Views
2 Answers
Austin Carroll
Austin Carroll
Brex Sr. Product Marketing Manager, Financial ProductJanuary 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
532 Views
3 Answers
Jason Oakley
Jason Oakley
Klue Senior Director of Product MarketingJanuary 5
I can't think of three good ones right now, so I'll give you two of my favourite: 1. Saying yes to everything When you come in as the first PMM, people are going to be throwing projects at you left and right. It's easy to say yes to everything, after all, who wants to say "no" in th......Read More
1018 Views
9 Answers
Lauren Barraco
Lauren Barraco
Inscribe VP, MarketingDecember 15
Start building the foundational materials - product positioning, the pitch deck, messaging guides, launch processes, etc. and get alignment on these early! It's critical to get these pieces done first so that you can scale effectively. As a team of 1, you are going to need to rely on the other pe......Read More
2063 Views
11 Answers
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 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
4232 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?
15 Answers
Kristen Ribero
Kristen Ribero
Greenplaces VP MarketingJuly 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
2330 Views
20 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 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
5752 Views
4 Answers
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product MarketingOctober 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
1122 Views
4 Answers
Harsha Kalapala
Harsha Kalapala
AlertMedia Vice President Product MarketingApril 15
The first step to engaging other teams is to make sure they are a key contributor to the go-to-market plan, and they are not just on the receiving end being told what to do. I try to understand the organizational goals of a launch, and also pay attention to what are the success metrics/criteria f......Read More
1231 Views
1 Answer
Ambika Aggarwal
Ambika Aggarwal
Tremendous Head of Product and Corporate MarketingApril 9
Being able to craft a compelling narrative for your product or solution that is targeted, differentiated, and drives urgency is one of the core skillsets of a PMM at any level. As you get more senior the scope of that narrative changes. Instead of covering one solution area or one particular audi......Read More
509 Views