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11 Answers
Shabih Syed
Shabih Syed
Square Product Lead, Ecosystem DiscoveryJuly 8
The best way to establish credibility is to demonstrate to them what is your process for launching products and where do you need their help and how you will help them. Think of product marketing as delivering a set of services to the product managers. These services can include market research, ......Read More
851 Views
Laura Jones
Laura Jones
Instacart Chief Marketing OfficerDecember 9
  To establish credibility with a new team, the first step is understanding the team's need, laying out a vision for how you can best add value, and aligning around expectations. It is important to know the user, the market, and the product so that you can engage with the cross-functional team i......Read More
2557 Views
Jason Oakley
Jason Oakley
Klue Senior Director of Product MarketingJanuary 6
Know the product and their role (product management) well. In my experience, I've been able to build credibility with PMs by being able to speak their language, communicate in tools like Jira, Confluence, Miro, Figma, that they use every day to do their job.  While product knowledge is important......Read More
410 Views
Grace Kuo
Grace Kuo
Chan Zuckerberg Initiative Product MarketingMarch 6
Be thoughtful and get to know them (processes, workflows, areas of focus, etc.) Often it can be jarring as a new PMM to go straight to providing (sometimes unwarranted) feedback to your PMs, Designers, Engs. Get to know them first and understand the background of the project/product so that yo......Read More
793 Views
Gregg Miller
Gregg Miller
Oyster® VP of Product MarketingFebruary 12
It's all about doing great work that matters to the business, matters to your partner, and fits into the context of the relationship! The playbook below can help get the ball rolling. Sorry for the long answer, but it's a complex question with big implications for your ability to add value as a P......Read More
1479 Views
Savita Kini
Savita Kini
Cisco Director of Product Management, Speech and Video AIJanuary 17
Get to know the product, learn to do the demos, get to know the engineers and sales as well. Understand the space, ecosystem, sales process, competitive landscape etc. The more value you bring to the table to help them, the more credibility you will gain. It's a 2-way street. You will be lucky to......Read More
657 Views
Marcus Andrews
Marcus Andrews
Pendo.io Sr. Director of Product MarketingNovember 16

Outside of knowing their product, I think the biggest thing you can do is know the market and the user inside and out. If you know the big trends, best practices, and ideas in any given space you should bring a lot of value immediately to any product conversation. 

833 Views
Roopal Shah
Roopal Shah
Benchling Head (VP) of Global EnablementJanuary 6

Roll up your sleeves and learn the ins & out of the product...sit down with them and actually learn it - maybe even demo it.  

1001 Views
Chris Henz
Chris Henz
Sabre Director - Global Product MarketingDecember 29
I think there are two critical components associated with establishing credibility with product management if you are new to the product marketing team. First, the product managers need to see that you are willing to learn all about their product.  Product managers are like proud parents - th......Read More
657 Views
Dave Daniels
Dave Daniels
BrainKraft FounderJune 9
Execution. You build trust quickly with PMs when you help them achieve the goals they've defined for their product. I'm assuming the PM in question has a business plan for their product (OK, you can laugh now). Think of your role as the CMO for the product. Understand the competitive landscape, d......Read More
638 Views
Sherri Schwartz
Sherri Schwartz
OvationCXM Head of MarketingJanuary 15
I think it 100% comes down to dedicating extra time to learn about the product quickly and then efficiently executing on the expectations/material that you need to create around it. Also, set up a clear communication channel with them (Slack, Chatter, etc.) where you can continually share industr......Read More
628 Views
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Priya Gill
Priya Gill
Momentive (SurveyMonkey) Vice President, Product MarketingJuly 1
Funny enough, this was completely a Marketing led rebrand. Product roadmap didn't play a role in guiding the process because we already had the right set of products, we just didn't have the right message or name in the market. An important part of this repositioning was strongly signaling to the......Read More
754 Views
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Brianne Shally
Brianne Shally
Nextdoor Head of Product MarketingJanuary 13
Here are a few of my approaches to influence product leadership on the product priorities:  * Work cross-functionally across UX, research, Data Science, Product Operations, Sales, etc. to incorporate everyone's input so Product Marketing's list represent all input and is the source of tru......Read More
90 Views
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Matt Hodges
Matt Hodges
Atlassian Head of Marketing, ConfluenceDecember 15
At the stage before anything is handed over to eng for design. At Atlassian, we refer to this as the "Explore" phase–"Wonder" and "Make" come before and after, respectively.  When you do this, be clear on the role PMM is playing and the type of feedback the design wants and needs to move forwa......Read More
1292 Views
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Loren Elia
Loren Elia
Xero Global Head Of Product MarketingJanuary 24
PMM ultimately shares adoption goals with Product. There's two sides to adoption though: awareness and usage. PMMs focus is primarily in driving awareness and education (how and why you should use the feature), and Product's focus is usabilty (building a feature that solves a real problem). Becau......Read More
1709 Views
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Laura Jones
Laura Jones
Instacart Chief Marketing OfficerDecember 9
In my experience, the most powerful tool for influencing the Product Roadmap as a PMM is customer insights. If you can clearly demonstrate customer pain points and inspire empathy, that tees up the opportunity to be part of the discussion around how you might meet those needs through product solu......Read More
5371 Views
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Roopal Shah
Roopal Shah
Benchling Head (VP) of Global EnablementMarch 11
(1) Learn as much as you can about the product and do your research - it's really easy these days to learn the competitive differentiators of your products, read analyst reports, what customers say, how they market, etc.  (2) Be useful and humble - if you're looking for an entry level position -......Read More
852 Views
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Gregg Miller
Gregg Miller
Oyster® VP of Product MarketingFebruary 12
In a prior role (B2B) the team found it helpful to set expectations with customers on what communication to expect from us. Product hosted a quarterly roadmap review where they would share the big boulders they were planning on shipping in the next 6-9 months with *rough* quarterly estimates on t......Read More
917 Views