Ahead of getting to the 30/60/90 day plan, what background have you see Jr. PMMs coming from that could make them most successful in the role?

I've honestly seen everything! I've seen folks come from Sales (as I did), from content marketing (typically great writers), from demand gen, from a finance background, from customer success. Someone coming from a sales background vs a finance background into PMM will definitely showcase different strengths/weaknesses (i.e.what will come more naturally to them vs requires more work)

But when hiring junior PMMs, I look less for the background and more for the skillsets I need.

• Are they hungry to learn?

• Are they curious? Do they ask good questions - or seem interested in how things work? Are they able to connect the dots and see how things come together?

• Can they be customer facing? Could they interact with customers? And prospects (though less need for this at the junior level)?

• Do they have good writing skills - doesn't have to be exceptional, but basic/good writing

• Are they collaborative and team oriented? Can they work well with others?

• Why do they want to transition into PMM? What excites them about the role?

• Can they do research (competitive, product etc)?

• Do they have project management skills? Are they organized? (THIS IS SOMETHING YOU CAN TEACH so I don't over emphasize it, but depending on what you will need them to do, this might be more important).

I try to focus on the intangibles (teamwork, drive/motivation, curiosity, culture fit etc) but of course you have to balance that with what you need for your business. Do you need someone that will require less coaching or you have the time for more intensive coaching? I've been in both scenarios and it definitely changes who I hire.

Adding a Junior PMM is a strategic decision that should align closely with your business needs and the gaps you're looking to fill. No single background guarantees success, but it’s important to assess what complementary skills would benefit your team based on what you’re currently missing. So there isn't a single "right" path into product marketing, but some backgrounds tend to set Junior PMMs up for greater success, particularly in the early stages of their career. I've seen the following backgrounds succeed in PMM:

1. Customer-facing roles

If your team needs a stronger connection to customer pain points or you’re in a business where customer insights drive decision-making, those with experience in customer success, sales enablement, or account management can be highly effective. Their exposure to customers gives them a firsthand understanding of pain points, desires, and friction in the sales process, which can help them craft more targeted messaging and positioning.

2. Content creation and comms

If your team is light on content or struggles to communicate complex ideas simply, bringing on a Junior PMM with a background in content marketing, PR, or copywriting could be a game-changer. These candidates typically excel at making technical or complex products easy to understand and appealing to your target audience, which is especially valuable in high-growth environments where clear communication is essential.

3. Project management or operations

This was my background before transitioning to PMM. In businesses where execution and process are key challenges, a Junior PMM with experience in project management or operations can help streamline product launches and campaign execution. These individuals often have an innate ability to manage timelines, keep teams on track, and ensure alignment across functions. This is especially critical if your team is spread thin and needs more structure in how things are executed.

4. Market research 

If your team lacks a data-driven mindset or struggles with keeping a pulse on the market, a Junior PMM with a market research or consulting background can bring a fresh perspective. They’re often skilled at distilling data into actionable insights, helping the team make informed decisions, and setting measurable goals to track product performance. In today’s landscape, this data fluency is increasingly important for product marketers.

5. Solutions engineers or pre-sale consultants (esp for internal transfers)

If your team doesn’t have deep technical or product knowledge, consider adding someone with a background as a solutions engineer or consultant, especially if you’re promoting internally. These individuals usually bring a wealth of in-depth product understanding and can bridge the gap between GTM and Product. They’re also well-versed in customer use cases and have a strong grasp of the product’s capabilities, which is invaluable when crafting technical messaging or handling complex product launches. Their ability to articulate value in a technical yet relatable way can help differentiate your team’s go-to-market strategy.

Ultimately, success comes down to adaptability and curiosity. A Junior PMM with a genuine curiosity about how things work—both the product and the market—will learn fast and be an asset to the team. I usually look for someone with a growth mindset who’s eager to dive in, ask questions, and evolve as they go.