How do you build product marketing for a company that doesn’t understand the function?

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VP, Direct to Consumer Marketing at National Basketball Association | Formerly Uber, Square, 1stdibs • March 24

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 the value of product marketin

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What are your biggest challenges in enabling global sales teams, and how do you overcome them?

How do you build a business case to quickly grow a product marketing team? What metrics do you look at to make sure you're driving ROI for the business overall?

How do you break up responsibilities when you're the first and only PMM and now you are hiring a new PMM to work under you? In a fast growing SAAS startup?

How do product marketing key stakeholders from other departments change as your company grows?

What are the aspects of operationalizing a Go-To-Market plan that might prove to be most risky?

In hiring additional Product Marketing Managers, is it more important that they have Product Marketing experience, or that they're a well-rounded marketer/communicator?