How to develop product marketing skills while not in a PMM role (to prepare for a career switch)?

I love this question! It’s so important to develop transferrable skills even if you aren’t in a PMM role. That proactive attitude goes a long way in interviews since it shows you're a go-getter. And that’s a quality that can’t really be taught.

Here are six ways you can develop product marketing skills:

1. Tell people you're interested in Product Marketing: This doesn’t directly tie to developing PMM skills. But if you’re genuinely interested in PMM, my biggest advice is to let those around you know. Talk to your manager and the product marketing leader at your company to let them know that you’re interested in PMM. In my experience, this opens up a career development conversation and helps you become top of mind when opportunities (like projects or roles) arise.

2. Be deliberate with the skills you build: Research the core skills (soft and hard) PMMs should have and create a list of them. In one of the questions below, I go into more detail on some skills to consider. But once you have the list, map out what PMM skills you can develop in your current position and what those projects/responsibilities might be. Assuming your conversation (from bullet #1) with your manager went well — share the list with your manager and brainstorm ways to develop some of the other PMM skills that aren’t naturally associated with your role. The goal is to accumulate a repository of applicable stories and examples to share in PMM interviews.

3. Step up to help your PMM team: It’s so different learning about PMM at the macro level and actually putting it into practice. Even if your company doesn’t have an open PMM headcount, you may be able to take on some tasks to support your PMM team. Especially right now, when budgets and resources are tight, your PMM team will likely appreciate your help. For you, it’s a great way to gain hands-on experience and get a feel for a day in the life of a PMM. Even if there isn’t anything for you to help with now, it shows your PMM team that you’re serious, and they’ll think of you when a suitable project comes along. A good rule of thumb is to dedicate around 10% of your time to career development.

4. Schedule informational interviews with PMMs: Linkedin is your best friend for this. I recommend reaching out to product marketers at companies you’re interested in for an informational interview. Learn about their day-to-day routine, what they love/don’t love about product marketing and their career journey. There’s a good chance they all took a unique path to PMM that you can learn from. Plus, PMM varies by company, so speaking with a handful of PMMs can give you a broader perspective of product marketing and how it can vary. Bonus tip: it’s SO important to build relationships before you “need” them.

5. Attend a product marketing summit or conference: Some people think they want to be product marketers, but once they learn more about the role, challenges and day-to-day, they change their minds. That’s why doing your homework to dive deep into the function is necessary. Communities like Product Marketing Alliance and SVPG organize conferences/summits every year. So consider attending a conference/event to get an immersive view of product marketing, learn what's top of mind for product marketers, and network with companies & individuals. Who knows, you might meet your future manager or peer at one of these events.

6. Read books! I found the following books helpful in getting started with PMM:

1. Buyer Personas: How to Gain Insight Into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business by Adele Revella
2. Product Marketing Debunked: The Essential Go-To-Market Guide by Yasmeen Turayhi
3. Crossing the Chasm by Geoffrey A. Moore