How critical is a cover letter and/or portfolio when applying to new PMM roles?

I think a cover letter and portfolio are both important when applying for PMM roles, as well as referrals if possible. A cover letter gives you the opportunity to explain why you're the best person for the job and detail your qualifications, while a portfolio allows employers to get a better sense of your personal vision, style and work ethic. Here are some specifics:

• Your cover letter should be tailored to the specific job you're applying for and emphasize how you meet the role's requirements.

• Additionally, it's always a good idea to keep your resume up-to-date and have tailored versions for various roles you are applying for.

• For your portfolio, choose projects that demonstrate your ability to lead a product strategy, implement successful tactics and measure results.

• A more important thing might be getting referrals: When you ask someone to refer you - have a ready-to-go blurb that they can add in or send to a recruiter.

• Make sure to follow up no matter which way you go and keep in touch with those that you are networking with.

• Finally, research the company thoroughly - review their current products/services, get familiar with the competition in the space, and understand what they are looking for in terms of product goals and objectives. Show that you can be an instrumental addition to their team.

In short, having a stellar cover letter and portfolio, referrals from other professionals in the space, an up-to-date resume, and knowledge of the company all play important roles when applying for PMM roles. Good luck!