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Have you been at a company that did not understand the core purpose or value of product marketing? If so, how did you handle the situation?

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3 Answers
Product Marketing Career Path Building a Product Marketing Team
  1. Mandy Schafer
    Mandy Schafer

    Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 1y

    Yes, and I think there's various levels of how it's been misunderstood. The key is understanding where the disconnect between what YOU see Product Marketing is and where the COMPANY understands as PMM and try to either close the gap, or fit in with what the company perceives as PMM. If this does not work, then it's best to separate ways, because it is very difficult to change the structure and workings of how the company has already set up their PMM function, (unless you've come in as the CMO an ...Read More

    1,425 Views
  2. Ben Geller
    Ben Geller

    Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 1y

    If a company doesn’t understand the value of PMM, it usually comes down to one of two things: You’re not creating enough value You’re not demonstrating the value you’re creating If it’s #1, the fix is strategic: re-align PMM efforts with the company’s most pressing goals. If it’s #2, the fix is communication: make your impact visible through clear OKRs, weekly updates, and storytelling in company-wide forums. I remember a time when my PMM team was stretched thin across 10+ projects. We were push ...Read More

    732 Views
  3. Sharon Markowitz
    Sharon Markowitz

    Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 1y

    It is a challenge when a company doesn't understand the value that product marketing offers. Here are a few thoughts: 1) Show vs. Tell: Results matter, so align on quick wins that you can own and showcase your results and learnings to the cross-functional team.2) Find Your Champion: Typically, there is someone in the organization who does understand the value of product marketing, hence, why you were hired, so work with them to be an advocate as you gain further alignment among key stakeholders. ...Read More

    757 Views

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