Back to Your Feed
14 Answers

Vishal Naik
Google Product Marketing Lead • December 6
I'd reframe the question a bit from proving value to adding value. Proving value is a little defensive, vs adding value puts the onus on PMM to show up every day with a task to be done. I think about adding value to PMs in two parts: 1. Trust: If I had to simplify it to a few key things, its a......Read More
537 Views

Become an expert in a data set that's close to revenue. Knowing as much as you can about how market interest turns into revenue (i.e. your entire marketing & sales funnel) is the easiest way to make yourself indispensible to both product and company strategy. When you know more than anyone el......Read More
2210 Views

Christine Sotelo-Dag
Mode Analytics Director of Product Marketing & Customer Marketing • January 18
This is a great question - especially because I think this relationship between product and marketing (product marketing) is one that often takes time. Trust needs to be built and that often comes from being able to show value. I think inately part of Product Marketing's role is to become a s......Read More
497 Views

Laura Jones
Instacart Chief Marketing Officer • December 8
As you establish a relationship with your Product Manager, it is important to align on expectations. You should understand their needs and pain points and share with them your vision for how PMM can add value to the team. From there, it is often helpful to draft a set of goals that reflect the ou......Read More
3026 Views

Jeff Beckham
Gem Sr. Director and Head of Product Marketing • May 6
It’s a good question, but also a loaded one! Product management needs to prove their value to the company too, right? The dynamic you’re describing is common though, unfortunately. I’ve lived it many times. The best working relationship comes when both sides have shared goals. If that’s not rea......Read More
1204 Views

Natalie Louie
Replicant Product Marketing, Senior Director • January 11
Remind them that in your title 'product' is first, you are a Product Marketer. You see yourself as part of their org and are an active participant in all their meetings. You are team members who always need to be aligned. Initially you rely on them for KT (knowledge transfer) of the product roadm......Read More
680 Views

Sangita Sarkar
Immutable Head Of Marketing • November 12
Analytics, Attribution and Awareness (of the consumer) Analytics Product Managers are constantly looking at key metrics and data to inform roadmap and resource allocation decisions. To speak the quantitative language, I recommend creating and referencing a marketing dashboard to track not only......Read More
1702 Views

Dan Laufer
PipeDreams Ventures CEO • January 14
I think a good PMM should take the stance that "I'm going to know everything about the product, competitive landscape and our customers." If you do that well there are several ways to prove value to PMs, for example: 1. Provide competitive insights/positioning they may be missing. 2. Share a ......Read More
1481 Views

Steve Feyer
Eightfold Product Marketing Director • October 25
I say: "You don't have to deal with the sales people anymore. Just send them to me." Tears in their eyes... [There is a 300 character minimum, but my answer was already complete so I'll fill this out with haiku. Sales guy got too drunk Who can save our key meeting? Product marketing Si......Read More
861 Views

Xuefei ZHANG
WIZZCAD Product marketer • September 13
Product Marketing Manager is kind of the role project management for marketing & internal communications. the PM & PMM are the two core role of product-market/customer bi-directionel communication. As PM, the direction is more of external(market/customer) to internal - to study the market ne......Read More
853 Views

Dave Daniels
BrainKraft Founder • April 11
In a word - results. Your product managers should have a goal defined for the product you're supporting. It may not be the most realistic goal, but there should be a goal you can anchor to. Take that goal and break it down into bite size pieces. Think about what it's going to take to get a buyer ......Read More
1009 Views

Felix Huang
Hopper Senior User Acquisition Manager • February 3
One of the best ways Product Marketers can provide value is through market and consumer insights. Often times Product Management teams are laser-focused on understanding existing customers and developing features to meet their specific needs. Product Marketers can provide perspective on the broad......Read More
747 Views

Mirio E. D. de Rosa
MarketingStat - Survey insights. Your value Chief Analytics Officer • November 1
Prove that the Product Strategy delivers what it promises. Some multinational companies build the Product Strategy on three elements: - Product technical performance, what the product does at work. When the performance is weak against competitors there is room for improvement (eg, like removi......Read More
294 Views

Marlein Karina Anaya García
OCCMundial Product Marketing Leader • December 18
Since Prodduct Marketing is in charge of messaging (internal / and guidance for external) has a really good value with Product Management for translating the usability, functionality and benefits of any product. Product Manager should be more focus on release products, and Product Marketing focus......Read More
804 Views
Related Ask Me Anything Sessions

Demandbase VP Product and Industry Marketing, Jackie Palmer on Stakeholder Management
August 22 @ 10:00AM PST

Appcues VP Marketing, Eric Keating on Influencing the Product Roadmap
May 31 @ 10:00AM PST

Gong Director of Product Marketing, Sherry Wu on Product Marketing 30/60/90 Day Plan
May 11 @ 10:00AM PST
RELATED

Sherry Wu
Gong Director of Product Marketing • May 11
When starting out, I always try to understand: 1. What are my company's business priorities? (This is internal) 2. What market does my company play in? Who else competes in that space? 3. Who are our customers? What are their jobs to be done? 4. What does our product do? How does it work?......Read More
848 Views
RELATED

JD Prater
Graft Head Of Marketing • January 7
I suggest combining pieces from my answers to these questions. 1. What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function? 2. How do you think about your first 30/60/90 day goals when coming in as the Hea......Read More
9882 Views
RELATED

Priya Gill
Momentive (SurveyMonkey) Vice President, Product Marketing • June 30
I would keep timelines directional but loose, but you need to include something to give customers an indication that you're continuously investing in your product(s) and innovating at a rapid pace. If you have high confidence that it's coming in the next 6 months, you can label that product/featu......Read More
600 Views
RELATED

Brianne Shally
Nextdoor Head of Product Marketing • January 11
Product Marketing should closely partner with product and other cross functional teams (Eng, Finance, etc.) to inform and develop the product roadmap, including: * Insights: Provide key insights and synthesis from competitive intelligence, market trends, analyst insights, customer and Sales......Read More
665 Views
RELATED

Matt Hodges
Atlassian Head of Marketing, Confluence • December 13
1. Seek first to understand before being understood 2. Focus on identifying where you can deliver the most impact in the short-term 3. Invest in establishing relationships with your closet stakeholders to aid in building trust over time 4. Set clear expectations with your manager on what ......Read More
676 Views
RELATED

Loren Elia
Xero Global Head Of Product Marketing • January 23
Product Marketing should be hub and glue that brings all teams together. I usually create a brief for each product launch (see messaging framework question below to see what goes into the brief) and I think through what channels should push the feature. I use another framework for this, which cla......Read More
1236 Views
RELATED

Laura Jones
Instacart Chief Marketing Officer • December 8
One way I have approached this is to bring the cross-functional team together for a Design Sprint. Sprints are one of the most effective ways to quickly align a team around key insights and develop a customer-centric product solution. Having PMMs participate in or even lead these sprints is a gre......Read More
1526 Views
RELATED

Roopal Shah
Benchling Head (VP) of Global Enablement • March 10
We're all human after all so taking the time to understand the baggage but also find a path forward. Find a champion on both sides willing to go on the journey with you and who is as vested as you are in moving forward. And making time for building carmaderie. I remember we once had tensions betw......Read More
692 Views
RELATED

Gregg Miller
Oyster® VP of Product Marketing • February 11
It's all about doing great work that matters to the business, matters to your partner, and fits into the context of the relationship! The playbook below can help get the ball rolling. Sorry for the long answer, but it's a complex question with big implications for your ability to add value as a P......Read More
1479 Views
RELATED

Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and Entrepreneurship • January 30
Hi everyone! Great to be here with you today! Thanks for sending me so many thoughtful questions...digging in now! This is a tricky one as I've seen 3 different models in my recent career history: * Mid-sized tech company where product marketing and demand gen were separate groups, yet co......Read More
2318 Views
Related Questions
What research and alliances should a PMM engage in when starting with a new company?What's your best product marketing 30-60-90 day plan to make a big impact at a new company?Have you found a good framework to communicate your product roadmap to customers?What, ideally, should product marketing's role be in developing the roadmap for a SaaS company?What’s your approach when you join a new company? What strategies have been working best, and what would you recommend not to try?What is the best partnership process between product marketing and marketing when it comes to a product launch?