All related (86)
Grant Shirk
Head of Product Marketing, Cisco Meraki, Cisco | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few.July 6

Aim high, and ask for more than you think you'll need - but not by more than 15-20%. People will always be your biggest budget line item in PMM - we're the most valuable asset because structured thinking and positioning can't really be outsourced or delegated to software.

However, key items that I would examine for fit in your budget:

  • Content creation for top-of-funnel assets, separate from Content Marketing
  • Video production (think $5-10K for an animated explainer video) to fill in gaps in your content
  • Competitive and market survey data. Plan ahead to learn more about your customers

Sales Enablement: Can you co-fund sales training and methodology off-cycle from SKO?

Jeffrey Vocell
Head of Product Marketing, Narvar | Formerly Iterable, HubSpot, IBMApril 7

Great question. Looks like you've captured a lot of the big rocks that normally go into the budget, but a few additional things to consider:

  • People Budget: Depending on the planned growth of your team for this year, and near-term priorities, knowing your people budget can ensure you can bring in consultants (as necessary) to bridge any gaps and help support short-term strategic initiatives. 
  • Tools: Beyond Sales Enablement/Content Management, you may want to consider Competitive Intelligence as another tool category if you don't have one already.
  • Win/Loss: If you're not already doing win/loss interviews internally, there are some external firms that can help conduct deep-dives into why you're winning or losing potential deals. This insight can and should directly feed into virtually everything you're doing across Product Marketing.
  • Team Events/Relationship Building: If you're remote, or hybrid, as a leader you'll need to be intentional about growing relationships within your team, and cross-functionally as well. So be sure to set some budget aside for team events, get togethers, and celebrating milestones.
  • Discretionary: In my experience, you can budget for a lot of major pieces, but ensure you have some discretionary budget set aside for things that emerge -- such as driving reviews with gift cards for example. 

These are just a few ideas, but hopefully they help create a full picture of what you'll need to think about for your budget. Keep in mind this is an art and a science so work with leadership and plan effectively, and learn quarter over quarter to ensure you have the resources needed for success of your team and the overall business. 

Rajendran Nair
VP Product Marketing, MedalliaJuly 20

This is a good list to start with. I will add a couple:

  • Analyst/3rd party thought leadership pieces: Having independent, 3rd party content is very helpful. If you are focused on the Enterprise, having content from top tier analysts is helpful. I have worked with Gartner, Forrester, The 451 Group, Ovum Research and IDC in the past
  • Graphics/multimedia: you will need to generate lots of great content that you deploy across channels. You may have good writing skills in your team but you will likely need support for research/graphics/multimedia. I have typically relied on external agencies.
  • PR: The world has changed, but this remains a very important avenue to get your message out. I have found that working with PR experts is both more effective and less expensive, but it depends on your budget and the market you are going after.

PS - I presume you mean your “2021/2022” budget

Molly Friederich
Director of Product Marketing, SnorkelAI | Formerly Twilio, SendGridMay 25

Love what you have already! Do you have budget for qual research incentives? This is a huge gift if you can offer $100 to target personas to provide feedback on messaging, or to prospects for win/loss interviews, etc. Also consider a recruiting tool like Respondent.io if you are running out of low-hanging fruit from networking / site pop-ups / LinkedIn recruiting.  

Rekha Srivatsan
VP of Product Marketing, SalesforceJuly 27

You have all the right line items! In addition, I'd recommend:

  • Focus groups for messaging/positioning/pricing & packaging: I'm a huge fan of getting feedback from prospects and customers on any new changes. This helps to have impactful content. 
  • Video editor/agency: Having a 3rd party video editor helps speed up content creation considerably. Plus, they can usually handle multiple projects at the same time and you can create new sales or external-facing collateral pretty fast.
  • Tool to track sales content adoption: Highly recommend a tool to track content adoption by your sales team. Helps you understand what kind of content sticks with your sales team to double down. 
Liz Tassey (she/her)
VP of Marketing, Blueocean.aiJuly 8

I would recommend doing a listening tour with your key stakeholder teams in the organization (product, sales, growth, enablement, partner) to help inform your priorities, as budget items could be almost limitless. It's also important to understand the state of your product and where it might need the most help, to help prioritize your asks. E.g you might need to invest more in awareness / thought leadership content or third party validation research, or maybe you have needs lower in the funnel such as demo and video creation.

Some good buckets could be: content creation (white papers, webinars, etc.), videos / demos, customer evidence, event sponsorships, research (pricing, naming, thought leadership, competitive, etc.), sales readiness (decks, demos, sales process / methodology guidance and training, RFP templates), launch (could be captured in other buckets but may include 1st party events, press events, content creation).

Akshay Kerkar
Head of Marketing, Cloud Enterprise & Platform, AtlassianAugust 4

A few other things to consider:

  • Your team's research needs (qual and/or quant) 
  • Any analyst-related spent (either for research reports or to engage w/ analysts)
  • Content-related needs -- always a good idea to work with a good content agency to flex your capacity when needed
  • And perhaps most important - a team-building/fun budget for your team :)

Hien Phan
Director of Enterprise Product Marketing, AmplitudeNovember 13

I think that list is correct and you should prioritize this list depending on your business. In addition to the above, I would advise getting a tool like Chorus.ai or Gong.io. Chorus or Gong will help you scale as your team scales in getting customer feedback both on the new business side as well as current business. In reality, you can't be on all the great calls as that is physically impossible.  

James Winter
VP of Marketing, Spekit
Pat and Sean did a great job answering with some more tactical approaches so I'll be brief with a couple tips.    There are purpose built tools like Inkling that can be a great way to enable massive sales teams, but they require a ton of investment to do well. Webinars and quizzes are things that work well remotely. Salespeople are competitive so use that to your advantage.   If you have a massive sales team, you should also have the budget to get some outside help to help train them. I’d recommend hiring a professional services firm to make sure the training doesn’t consume all of your...
Daniel Kuperman
Head of Product Marketing, ITSM, Atlassian
You have several products with release dates next to each other and limited resources, so what do you do? Here’s how you can think of this: first, identify the releases with the highest ‘tier’ or ‘priority’ (classification of release tiers vary company by company). The highest priority feature is typically the one with the highest impact in the market and that should get more enablement focus.
Marcus Andrews
Director of Product Marketing, Pendo.io
Here are the biggest 2 - communication and teamwork.  PMMs are one of the most cross functional roles in marketing / most companies. You have to be able to bring teams together and create momentum where none exists. This is hard to do if you're not a good collaborater / teammate. Skills like empathy, low ego, enthusiasm, transparency, and more come in real handy here.  The other big one is communication. Maybe it's controversial but PMM is a communications job. A huge part of our value is taking product updates and packaging and positioing them so they are easier to understand and sell or...
Dave Kong
Head of Product Marketing, Scale AI
I know that this is sometimes an incredible challenge. I think the challenge specifically is around balance. A balance between: What are metrics indicative of your business / GTM goals? AND What you can control? This requires leadership buy-in from multiple groups — ideally they would understand Marketing and Product Marketing (this is not always the case!) Based on Your Goals, I would then identify metrics. Some examples below: * GTM / Revenue Initiatives —> Before and After Analysis (ideally based on something specific) * Content —> Content Metrics  * Support —> NPS