All related (32)
LeTisha Shaw
Director, Product Marketing, UserTestingFebruary 25

Yes, this is a pretty standard PMM interview question. When I ask, I am typically looking to see if the candidate understands product launch and go-to-market fundamentals. I'm also interested in which parts of the launch they led (i.e. was it a specific marketing channel or soup-to-nuts?). 

I also like to ask different variations of this question, like "tell me about a product launch that did not go well and you had to get back on track" because let's be honest, not every launch goes exactly the way we plan :)

Sharadhi (Gadagkar) Patel
Director, Product and Solutions Marketing, HopinJune 1

An A+ product launch example to me includes the following characteristics or elements:
What stage of the product launch the candidate was involved in. 


1. Clear delineation between the PMM and PM’s responsibilities for the product launch and where there was overlap.
2. Examples of cross functional alignment between product, marketing, and the GTM teams.
3. An example of something that didn’t go according to plan during the launch and how the candidate overcame it.
4. An out of the box marketing activity or tactic that was used that helped make this launch stand out.
5. Why the candidate felt this launch was successful and why it stood out to them.
6. The ability to tell this product launch story in a clear, concise and compelling way.

Lindsay Bayuk
CMO, PluralsightOctober 27

If you do really exceptional work and execute a masterful launch that delivers meaningful outcomes for your product, you’ll have a great story for the next interview. Just do the work. The results and stories will come. I'd also add that part of being a great product marketer is being a storyteller. So consider that the way you tell the story is just as important (if not more important) than the results of the lanch itself.

Carrie Zhang
Product Lead (fmr Head of Product Marketing), Square
This very much depends on the company and individual team lead vision so I will just chime in with what it is like at Square.   In general, PMMs at Square cover a wide range of responsibilities regardless of level. These responsibilities include: 1. Develop product or feature launch/ GTM strategy and plans, including positioning and messaging 2. Quarterback marketing and sales partners (e.g., paid marketing, SEO, content marketing, lead generation) to execute GTM and growth plans 3. Lead customer research and collaborate with PMs on product strategy and roadmap 4. Lead pr...
Christy Roach
Head of Portfolio & Engagement Product Marketing, Airtable
The most important thing to keep in mind is this: having the product marketing title doesn’t automatically mean you get to influence the roadmap. You have to put in the work and show your value to get a seat at the table. There are three big levers to pull here to help you shift the way product marketing works from a team that’s just responsible for the launch of a product to one that’s involved in the entire product process. 1. Create a partnership with your PM: When you’re thinking about how to influence, you’re probably thinking about managing up and influencing people who are more se...
LeTisha Shaw
Director, Product Marketing, UserTesting
Whenever you are starting a new role, it's critical to understand what's important to your manager and what the objectives are for your new organization so you can align yourself well to them. Every company has a different onboarding plan, and for PMMs I think it's critical to get the lay of the land through meet and greets with the people you'll work with to hear first hand what is on their mind, so you can start to understand how you will work together. I also work with my manager to define what I can deliver as soon as possible to show impact to the organization.  This is not PMM spec...
Ross Overline
Senior Manager, Product Marketing, Fivestars
Not trying to deflect this, but this depends on your role, organization size, team structure, budget, target customer, and goals. That list sounds solid to me if you're a midsize company with some startup bend still. Some other tools to consider: * Leadpages or Unbounce are solid tools for building lead generating landing pages fast. * Mixpanel for instrumentation. * Marketo for scaled lifecycle communications (SFDC integration is helpful) * Mailchimp for scrappy email work. * Redash.io is a solid SQL interface. * Get Adobe suite if you can. Makes content collaboration easier sinc...
Leandro Margulis
Head of Product Marketing, Prove
Make sure you have periodic meetings scheduled with each separate and some times with both together. As PMM, we bring the "voice of the customer" and the "Voice of the market" from the outside in, and we provide the messaging and positioning for the go-to-market strategy for the "inside out", so we need to get sales input and feedback intro product to influence the roadmap, and make sure we educate sales on the product in the best way possible so it resonates with their customers.
Lindsay Bayuk
CMO, Pluralsight
First I think a generalist needs to learn about the core pillars of product marketing. I have a post I’ve written about the four pillars of product marketing. I would recommend that a generalist marketer figure out how their experience has taught them about each aspect of product marketing and have specific examples to make the tie.