Growth Product Marketing

Head of Product Marketing at Calendly • August 11

Each quarter, our team is generally proposing helping with KPIs around: - acquisition of new users - activating those new users - expanding or upgrading users (using their credit card to buy something

Tamara Grominsky

VP Product Marketing & Lifecycle at Kajabi • May 12

This is going to depend entirely on the growth stage of your business and the health of your customer base. If you're a startup, you'll need to focus on getting new customers in the door. But, if tho

14 Saves

Head of Growth Marketing at Clockwise • May 26

At my current company, Clockwise, we’re focused on acquisition and monetization mostly. We’re a new product and there’s still lots of room for growth at the top of the funnel so we’re prioritizing eff

8 Saves

Director of Product Marketing at Shopify • January 27

When working on a product, the goal is that we are focusing on a problem that our merchants want us to solve. If we are doing that, there is already a natural interest in the product, which leads to a

What is Growth Product Marketing and how is it different? What are ways a PMM can demonstrate expertise in Growth PMM?

5 answers

Henrique Saboia

Vice President of Growth at Hinge Health • July 24

Traditional Product Marketing and Growth Product Marketing should be complementary functions. When done successfully, a Growth Product Marketing team will be more focused on rapid experimentation and

96 Saves

Head of Product Marketing at Calendly • August 11

Growth can mean different things in different orgs. In some orgs, a growth person owns acquiring new users (with performance marketing or ads, and so forth). In other orgs, growth helps with proposing

41 Saves

Head of Growth Marketing at Clockwise • May 26

Growth Product Marketing is an emerging role, especially impactful at companies that have a strong Growth Product arm. As a Growth PMM, you should be mapped to a Growth Product team and support the te

21 Saves

Lisa Dziuba

Head of Product Marketing at LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • December 4

Growth product marketing is a specialized type of product marketing that focuses on driving the adoption and growth of the product by leveraging data, experimentation, and optimization to identify and

12 Saves

Director of Product Marketing at Shopify • January 27

Growth Product Marketing focuses on driving feature adoption, activation and retention while Product Marketing is focused on the initial product launch and go-to-market moment. The primary goal of Gr

17 Saves

Growth is very quantitatively focused and product marketing is qualitatively focused. How do you create a shared KPI between both functions?

4 answers

Henrique Saboia

Vice President of Growth at Hinge Health • July 24

Finding the best possible KPI to measure the success of a product both qualitatively and quantitatively is incredibly challenging, and very few companies ever get it right. I have found that the OKR p

81 Saves

Head of Product Marketing at Calendly • August 11

First off, I love shared KPIs between departments (particularly between product management and product marketing management)! I’m happy you’re thinking this way. Historically, some organizations did m

21 Saves

Head of Growth Marketing at Clockwise • May 26

There may be times that a product marketer has qualitative goals, but I’d say product marketing (in my experience) has had quantifiable goals more often than not. I think it’s good practice for both g

12 Saves

Director of Product Marketing at Shopify • January 27

Both Product Marketing and Growth Product Marketing should focus on quantitative impact. Both roles should focus on and track revenue, customer acquisition, and retention, including both lapsed custo

9 Saves

Should a product marketing team have a growth product marketer? If so, when, and what should we think about their focus and scope of work?

2 answers

Head of Growth Marketing at Clockwise • May 26

If there’s a Growth Product & Engineering team that has enough work to support a growth product marketer, then I’d say it makes sense. Their work and scope should be closely mapped to the roadmap

Director of Product Marketing at Shopify • January 27

Product Marketing teams need Growth Product Marketing Managers. This close relationship is especially important when the initial product launch and go-to-market moment is done and the focus shifts to

Can you share some growth hacking tactics that work for boosting product adoption?

1 answer

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

8 answers

Christy Roach

Senior Director, Portfolio & Engagement Product Marketing at Airtable • November 18

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 momen

95 Saves

Head of Product Marketing at Calendly • August 11

This is one of my favorite topics, and I write more extensively about product-led marketing versus sales-led marketing on the Product-Led Growth Collective site: https://www.productled.org/blog/market

57 Saves

Anna Wiggins

Sr. Director Product Marketing, Insights, Copy & Content at Bluevine • January 19

There are product-led companies that also have sales and marketing funnels. I would say marketing and sales funnels are key to the success of many product-led companies. To answer your question, the

15 Saves

Angus Maclaurin

Director of Product Marketing at BILL • February 3

My experience in PMM has often been defined more by organizational structure and openness more than a type of product. The three biggest factors I’ve seen that impact product marketing’s role in an or

22 Saves

Claire Maynard

Head Of Marketing at Magical • February 11

I believe it's important to start out with how product marketing is the same across a self-serve/product-led motion and a sales-led motion. In my opinion, the core pillars of the product marketing res

35 Saves

Tamara Grominsky

VP Product Marketing & Lifecycle at Kajabi • May 12

I would argue that the definition of product marketing remains the same regardless of go-to-market motion. At it's core, product marketing is about identifying the right customer and markets that find

18 Saves

Head of Growth Marketing at Clockwise • May 26

I think the core definition is still the same but in pure B2B you’re going to have a much stronger emphasis on sales enablement and think of sales as one of your core channels for communicating with c

14 Saves

Madison Leonard 🕶

Product Marketing & Growth Advisor at | Formerly ClickUp, Vanta, DreamWorks Animation • December 8

PLG product marketing is focused on the individual user, whereas sales-led product marketing is focused more on the buyer. However, I will say that most PLG companies mature into utilizing both prod

How do growth PMMs partner with growth PMs? What are the primary duties of each and what are the handoff points?

1 answer

How do I measure sales enablement success?

16 answers

Srini Sekaran

Senior Product Manager at Amazon • June 8

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

39 Saves

Sunny Manivannan

Vice President & GM, Global SMB at Braze • June 17

My top 3 metrics to measure sales enablement success are :1. Reduction in ramp time for new AEs coming into the company - defined as 'how many days does an AE spend at my company before they close the

114 Saves

Ryan Fleisch

Head of Product Marketing, Real-Time CDP & Audience Manager at Adobe • June 24

I’m going to answer this question the same way I answered, “How do you measure ROI of sales enablement?” because ultimately success should be ROI in some form. Here’s my response again: Ultimately yo

77 Saves

Shabih Syed

Product Lead, Ecosystem Discovery at Square | Formerly Mparticle • July 8

In my opinion the effectiveness of sales enablement should be measured by reducing the customer acquisition costs over time and reducing the time it takes to close a deal. Having these in-process KPIs

43 Saves

Jeff Otto

Vice President, Product Marketing at Marqeta • July 14

Sharing how I think about this as an industry marketer. My first step would be to huddle with my sales and product leaders and align common goals (where possible). If you are working within a larger

163 Saves

ShiQi Wu

Head of Product Marketing, APAC at TikTok • December 11

I think there's a similar question above on measuring KPIs. Please refer to it. But essentially I'll look at 2 parts 1. Whether sales has received the information Attendance rates, Tests/Quizzes to

47 Saves

Nikhil Balaraman

Senior Director Product Marketing at Roofstock • January 6

At a high-level the goal is likely to make sellers more productive in some sense. Probably by making them more effective or more efficient. Let’s just call this “go-to-market readiness” as this is ty

47 Saves

Charlene Wang

Vice President & Head of Marketing at Fin.com • April 8

Sales enablement success should ultimately drive sales success, including the size & number of deals closed won and win rates. Leading sales enablement indicators of sales success include adoption

29 Saves

Mandy Schafer

Director of Product Marketing at Mastercard • June 16

Create a quiz or set up role playing for your sales team on their understanding of the product features, capabilities and messaging. When you set aside time to observe how your sales teams are underst

13 Saves

Priya Gill

Vice President, Product Marketing at Momentive (SurveyMonkey) • March 9

It really depends on the type of enablement that you’re doing and the problems you’re looking to solve. But at the end of the day, there are two key metrics I’m always looking at, which is the average

18 Saves

Jon Rooney

Vice President Product Marketing at Unity | Formerly Splunk, New Relic, Microsoft, Oracle • April 13

It's a bit of a white whale in a lot of organizations, but ideally you want to measure not just consumption or certification rates, but the percentage of closed/won opportunties in which the account t

9 Saves

Kevin Garcia

Head of Product Marketing at Retool • May 5

There are a lot of ways to measure sales enablement: lead-to-conversion rates, win-rates, sales rep NPS, etc. HubSpot does a great overview of popular options in this post. In my experience, there i

Tamara Grominsky

VP Product Marketing & Lifecycle at Kajabi • May 12

I've seen this done successfully a number of different ways. Here are a few common ones: Usage - What is the % of your sales team that is using the content and collateral you are creating. If you use

Sina Falaki

Head of Industry, Segment, and Solutions Marketing at Motive | Formerly Procore • June 17

As an industry marketer I am mostly concerned around the sales cycle, ASP, win rate, content performance, and rep productivity. Good enablement, marketing, and content, should shorten sales cycles and

6 Saves

Tracy Montour

Head of Product Marketing at HiredScore • July 28

My favorite way to measure sales enablement success is through a Sales Confidence Score. Start with a baseline survey to the sales team on their confidence across your products, personas, verticals, e

3 Saves

Grant Shirk

Head of Product Marketing, Cisco Meraki at Cisco Meraki | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • August 17

A shorter answer here, but I think there's a pretty straightforward way to measure sales enablement overall. Ideally, this is driven by the sales enablement team, and you're fueling their succces: Ke

9 Saves

How open would your company be to hire someone with category management experience for a PMM role? Lets say the person has worked on product development, GTM, sales enablement and campaigns for their category?

4 answers

Henrique Saboia

Vice President of Growth at Hinge Health • July 24

I hope I understand your question correctly, but some of the most successful PMMs I've hired include some that came from more traditional, non-tech companies before. There are many transferable skills

33 Saves

Priya Gill

Vice President, Product Marketing at Momentive (SurveyMonkey) • March 9

I’m not sure what you mean by “category management”, but many of the experiences you list are key experiences that any PMM should have. Having said that, many hiring managers (including myself) look f

8 Saves

Jon Rooney

Vice President Product Marketing at Unity | Formerly Splunk, New Relic, Microsoft, Oracle • April 13

I imagine any company would be open to hiring people for PMM roles with this range of experiences. There are multiple paths to product marketing and all of these functions cover part of the responsibi

Grant Shirk

Head of Product Marketing, Cisco Meraki at Cisco Meraki | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • August 16

I'm not certain if you mean category management in the retail/B2C space or the category management specific to sourcing and procurement. Either way, I don't think I'd rule someone out on this alone,

4 Saves

How have your product marketing teams traditionally worked with your demand generation / growth marketing team?

At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?

12 answers

Feng Hong

Global Product Marketing Manager at TikTok • July 19

Always an interesting question. What's the leadership structure of the marketing team? Is there a director of product marketingand what does the demand gen team expect from the PMM team?To me, those s

68 Saves

Jennifer Ottovegio

Fmr Director of Product Marketing at Narvar • October 18

In my experience, product marketing is the nucleus of the marketing team - driving and informing strategy for demand generation, sales enablement, and other channel owners (field, content, etc). Go

120 Saves

Elizabeth Brigham

Director, The Jay Hurt Hub for Innovation and Entrepreneurship at Davidson College • January 31

Hi everyone! Great to be here with you today! Thanks for sending me so many thoughtful questions...digging in now! This is a tricky one as I've seen 3 different models in my recent career history: M

116 Saves

Savita Kini

Director of Product Management, Speech and Video AI at Cisco • February 4

Love your above answer. Even campaign plans have to be defined together because demand gen team will need guidance on - who to target - type of customers - segments, size, revenue, etc - what typ

76 Saves

Natalie Louie

Product Marketing, Senior Director at Replicant | Formerly MobileCoin, Zuora, Hired, Oracle, Responsys • May 5

As a PMM I’ve always had a close relationship with demand gen, from startups to public companies.Here’s what we do together and what we each own separately:Together we discuss themes and ideas but dem

109 Saves

2 Replies

Akshay Kerkar

Head of Product Marketing, Platform & Commerce at Atlassian • December 23

Great question! Demand Gen team tend to be bigger than PMM teams, and also have access to a lot more budget :) Modern PMM teams should consider pipeline (and ultimately revenue) to be their primary su

107 Saves

Kevin Au

Vice President Of Product Management at BILL • February 24

At Bill.com, we work extremely close to our growth marketing teams. They are a critical partner as we launch and scale-up our growth. Both groups have their strengths. For the PMM, we have the deep

67 Saves

Chris Glanzman

Director of Product Marketing & Demand Generation at ESO | Formerly Fortive • August 5

At smaller companies, DG/Growth and Product Marketing are typically the same team (or person!), and the two functions should try to work just as closely together as companies grow. The hub of this col

39 Saves

Head of Product Marketing at Calendly • August 11

First, I try real hard to let go of my ego and temporarily forget about the past (e.g., how I worked with demand gen in another company). Every company’s marketing department is structured differently

68 Saves

April Rassa

Product Marketing at Cohere | Formerly Adobe, Box, Google • January 19

Addressed a similar question related to Campaign teams earlier. Please refer to that response. In short, Product marketing is the vital work of developing a customer lifecycle journey, pricing, sales

53 Saves

Head of Growth Marketing at Clockwise • May 26

This is such a great example about how you can’t necessarily take a standard playbook and apply it to every company. The dynamics of team size, resourcing, stage of company, all factor in to how you a

25 Saves

Tracy Montour

Head of Product Marketing at HiredScore • August 2

A solid DACI will create the R+R boundaries you need for your organization. No matter what R+R you align on, a close relationship beween demand gen and PMM is essential for growth. I recommend align