How do you build product marketing for a company that doesn’t understand the function?
4 Answers
ThredUP SVP, Marketing | Formerly Uber, Square, 1stdibs • 4y
Product marketing is a relatively new function so this is a question I get a lot. A great way to help companies undestand the PMM function is by helping them understand...
2006 Views
ServiceNow VP, Product Marketing - CRM • 2y
Such a good question and there's lots of ways I could answer. But I'll stick with my tried and true, find the executive stakeholders that need it most, and solve for thei...
1102 Views
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Diageo Head of Tequila Portfolio • 2y
To build a product marketing team or strategy for a company that doesn't understand the function, can be challenging, especially if this is the first time you are taking ...
2554 Views
SurveyMonkey Director of Product Marketing | Formerly Apple • 1y
Vulnerable moment: I have never built a product marketing function from scratch! But I love this question, and as an experienced PMM who believes deeply in the value we a...
847 Views
Related Questions
If you don't yet have a sophisticated product marketing function at your company just yet, what types of goals/key results should your PMM be held do? 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? When you are joining an organisation that never had product marketing before and are struggling with all areas of Product Marketing (Position, Persona, Messaging, Sales enablement etc) what should be prioritised first? If your product is new and you don't have many customers, how do you start a GTM?What has worked well (or not) when positioning your product marketing team within a larger marketing org?What is the role of Product Marketing compared to other parts of the business in driving product adoption?