All related (9)
Grant Shirk
Head of Product Marketing, Cisco Meraki, Cisco | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few.August 16

Unfortunately, I really haven't. Find people who've worked places where you see great industry expertise. Talk to them. Talk to customers. 

Read Crossing the Chasm. Again. 

Ooh, fun one. Alex and the Sharebird team are telling me that there's a 300-character minimum answer. Now we get to pick on them a bit.

"Alex, I thought that one of the greatest strenghts of PMM was synthesis and simplification! Why can't I be super concise and pithy here? ARE YOU NOT ENTERTAINED!?"

Okay, let's see if that's 300 chars yet... ... 

Jon Rooney
Group Vice President, Industry Marketing, OracleApril 10

Certainly Sharebird, which is always good for a wander around Q&A's and other content. There are a few podcasts I really like, like Product Marketing Insider, the Product Marketing Experts and Product Marketing Life. There's some good stuff in Forrester's Sirius Decisions about Industry Marketing but it's also helpful to follow certain influential folks in an industry, even if they're not marketers, to soak in the language and topics that matter. Especially at senior levels, industries are smaller than we think they are from a people perspective - all the IT architects in the big banks know each other, the community of drug safety executives is pretty tight, etc.

Priya Gill
Vice President, Product Marketing, Momentive
First off, I'll say that I'm never a fan of making someone create messaging/positioning and defining a GTM plan about the interviewing company's product because you're never going to get to the level of knowledge as someone in the company...and it takes way longer to do it right. OK, rant over. :) Typically when I ask candidates to give a presentation, it's less about the specific products they're presenting, but rather HOW they present it. Can the candidate articulate how they effectively approached their GTM strategy, from ideation to execution and beyond. Can they clearly understand t...
Grant Shirk
Head of Product Marketing, Cisco Meraki, Cisco | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few.
The pressure's on for this one. Feels like this is the kind of topic first chapters in business books are devoted to.  A successful GTM is hard to describe in detail. Every business, customer, product, team, and marketplace are different and the right path through can vary widely. And the details shift as the market matures; competitors enter, different problems take priority, macroeconomic uncertainty can loom. But, there are some characteristics of success you can look towards to judge if you're on the right track: * It's predictable. You have a process and plan that you can plan ...
Jon Rooney
Group Vice President, Industry Marketing, Oracle
Once there's not only product market fit (which almost all companies prematurely declare victory around - sorry but it's totally true) but also determination and commitment that a given industry or industies are the decided way to GTM. If products are horizontal and sales teams are horizontal then having just the marketers aligned vertically spells trouble. An industry-first approach has to be resourced beyond marketing, dabbling's not going to get anyone anywhere.  
Jeff Otto
Vice President, Product Marketing, Marqeta
There is an in-depth science to this that many sales or product strategy teams leverage, so with that caveat, I'm sharing a high-level approach. My recommendation is to break down the problem piece by piece and find each variable needed to set a revenue target (and a sales pipeline target and coverage ratio based on close rates to support attainment of that revenue target).   First get a sense of the addressable market. Talk with your sales leaders (or strategy team) to determine if you have a way of reporting on all of your target accounts within a focus industry (both existing customers...
Zachary Reiss-Davis
Head of Industry/Audience Marketing; Director of Product Marketing, Procore Technologies
I've tackled this question a bit in other answers already, and I encourage you to check those out as well, but in essence -- industry marketing is one specialization in a mature product marketing organization, focused on key value propositions and message by industry. It's required when your ideal customer profile's needs, challenges, and the value that you can bring to their problems varies enough by industry that it's difficult to have "universal" positioning apply to each of your target industries.
Julie Vasquez
Product Marketing Leader, Procore Technologies
Full funnel pipeline metrics are the most important metric overall. We can look at each stage of the pipeline and consider what kinds of activities will increase and accelerate the pipeline; where we are moving the needle; and where we need to rethink our strategy. In parallel, response rates, A/B test results, and other measures are indicators of the effectiveness of specific activities and messaging.