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

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 marketing. There are all sorts of way to establish value. One place to start is by clearly defining what you and your team's contribution will be (which should map to the overarching business goals) and then delivering against those goals. Socializing your team's stated goals and objectives with internal roa ...Read More

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 their pain points fast. In my experience, here they are: -Sales leader - AEs do well 1:1 but they don't scale. The question to answer here is how good product marketing helps drive more quality pipeline and how good product marketing can help them scale their team up with a consistent narrative. -Product leader - Know the product su ...Read More

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 this journey. Here a some tips that could help navigate this process: Identify and Educate your main stakeholders: It might sound silly, but you will need to do some teaching if you want anyone to buy into your idea. Explain preferably with business cases and examples how product marketing teams had successfully created value fo ...Read More

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 add, I have thoughts on how I'd approach this. Bottom line: even if you don't have a PMM function, somebody in the company is probably doing Product Marketing (in tech, it’s often Product). The trick is structuring your internal pitch around the tangible benefits of centralizing those activities under a PMM function, and the tang ...Read More