Product Marketing
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Senior Director, SMB Product Marketing at Salesforce

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. 
Head of Marketing, Cloud Enterprise & Platform at Atlassian
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 ...more
Director of Enterprise Product Marketing at Amplitude
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...more
Head of Product Marketing, Cisco Meraki at Cisco | Ex-Previously at Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few.
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...more
VP Product Marketing at Medallia
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 ...more
VP of Marketing at Truveta
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...more