How can I get started in setting up Product Marketing w/in my organization?

Product Marketing is new to our organization. A lot of folks don't understand the role. Additionally, it's very difficult to identify metrics for this function. What do you recommend in terms of how to earn buy-in, as well as where to start in the beginning to be able to add value?

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2 Answers

Market Research Establishing Product Marketing

Jane Reynolds

Upstart Product Marketing Director, New Products • 1y

You'll earn buy-in by identifying the hole in your company that product marketing will fill. Do you currently have strategies for how to increase user adoption of features? Do you have a team dedicated to ideating features or offers that can serve both top-of-funnel growth and brand loyalty? Do you have any understanding if a feature could have had more adoption if different language or timing was deployed? If the answer is no to any of those questions, then your organization needs a product mar ...Read More

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Maria Jiang

Director of PMM | Formerly Meta, Upwork, Zendesk, PagerDuty • 1y

Owning a product launch would be a great way to get started in setting up the role of product marketing and defining the responsibilities of that role. By bringing together different x-functional stakeholders across sales, product, customer success and the rest of the marketing towards a launch date would be a concrete way to show the value of PMM. If you don't have a new product to launch, you could also simply create a launch moment of a product that's already been in market to boost its perfo ...Read More

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