All related (44)
Jeffrey Vocell
Head of Product Marketing, Narvar | Formerly Iterable, HubSpot, IBMApril 7

Yes! It's absolutely possible. A few ways you can think of the transition:

  • Look at some PMM job descriptions and think about transferrable skills. If you've worked as a Project Manager, then it's likely you've led cross-functional initiatives, so lean into that.
  • Highlight an internal communication and enablement you've done as a part of project leadership, and how you measured success.
  • Share any writing you've done to communicate results of a project.
  • Since you're in Marketing Opersations, you hopefully had the opportunity to get to know the technologies your company is using. Share some of this expertise and how it's contributing to your marketing pipeline. Product Marketers (especially at a more senior level) are expected to know the business from a product, value, and metrics perspective -- so show this off if you've done any of it.

Also, if you've worked with any specific marketing technologies that your company uses (for example, Iterable) then consider looking at PMM openings at those respective companies because you likely will have some expertise around the product and implementation that will serve you well as a part of the interview process and as a PMM at that organization. Good luck!

Rekha Srivatsan
VP of Product Marketing, SalesforceJuly 27

Congratulations on figuring out what you want to do next! Project management skills are invaluable to any function, particularly in PMM. The reason being PMMs are often handling multiple cross-functional projects at the same time. Here's what I would do: 

  • Shadow PMMs in your organization to understand closely their day-to-day roles and responsibilities. Develop a better understanding of what you like in what they do -- this will help you anchor your PMM role. 
  • Ask for an "extra credit project" from a PMM. This will help you get a much closer look and can be resume-worthy. This does not have to be a full end-to-end project, but rather a V1 draft of what a PMM is tasked with. For example: if your interest is in messaging/positioning, the next time the PMM has to do messaging for a new feature, ask them if you can do a V1 of that first. Also, ask them for their process and you can emulate that as much as you can. 
  • Reach out to PMM leaders in your organization to mentor you. And make it clear from the get-go that you are interested in PMM. This will help them align projects, team members with you and think of you next time they are hiring. 

Good luck!

Priya Gill
Vice President, Product Marketing, Momentive
First off, I'll say that I'm never a fan of making someone create messaging/positioning and defining a GTM plan about the interviewing company's product because you're never going to get to the level of knowledge as someone in the company...and it takes way longer to do it right. OK, rant over. :) Typically when I ask candidates to give a presentation, it's less about the specific products they're presenting, but rather HOW they present it. Can the candidate articulate how they effectively approached their GTM strategy, from ideation to execution and beyond. Can they clearly understand t...
Brianne Shally
Head of Product Marketing, Nextdoor
* B2B and B2C are both H2H (human to human) marketing at the end of the day. I’ve seen folks try to say there's a strong distinction and to ‘pick a lane’. I’m of the mindset that B2B and B2C are more similar than different. I’ve found my experience in B2B especially, in demand gen, has helped me with B2C thinking through app store activations and vice versa.  * That said, here’s the minor nuances that I’m oversimplifying:  * Sales Enablement: You must work closely with the Sales team to ensure they are prepared with a deep understanding of the marketplace, personas, ...
Claire Maynard
Marketing, Magical
(This answer is copied from a previous question) I believe it's important to start out with how product marketing is the same across a self-serve/product-led motion and a sales-led motion. In my opinion, the core pillars of the product marketing responsibilities remain: * Target audience and buyer definition * Positioning and messaging * Pricing and packaging * Product narrative and storytelling * Product and feature launches * and so on... With either motion, you have to be an expert in your product, customer, and market. Where the function starts to differ is how you design your...
Christy Roach
Head of Portfolio & Engagement Product Marketing, Airtable
I can’t speak for how a team at a company I haven’t worked for but here’s how I’ve seen land and expand work well in the past. The TL;DR is that your land strategy should be very focused on the initial purchase/use of your product and your expand strategy should focus on building on momentum from the existing product and making clear that expanding the use of your products will provide exponential value for your customers. With a “land” strategy, the big goal is to start small/manageable, especially if your customer is a small team. A land strategy is focused on getting the first foothold ...
Mike Polner
VP Marketing, Cameo | Formerly Uber, Fivestars, Electronic Arts
I think there has been a massive shift in just the awareness and momentum around Consumer Product Marketing overall. When I joined Eats 3 years ago as the first Consumer PMM, everybody was asking what this role was and how we were different than Brand Marketing or Performance Marketing. Not only at Uber has that changed dramatically, but also, within the industry there has been a really evolution of folks who would traditionally be in "Brand Management" roles at CPG companies starting to move into PMM roles at tech companies. I think there are a lot of similiarities between those two actual...
Jeffrey Vocell
Head of Product Marketing, Narvar | Formerly Iterable, HubSpot, IBM
There's a lot of potential variability here depending on company, exact role, industry, and more. That said, here are a few ideas of what you can show: * Cross-functional Initiative: If you've directly led a cross-functional initiatve that drovesome key business results, showcase them! For example, a sales deck that you created that drove win rates in that vertical. Talk through how you worked with Sales to create the deck and enabled the team doing so. * Launch campagin: This is similar to above, but showcase a launch campaign that you worked on and the results it had on ...