All related (59)
Danny Sack
Director Product Marketing, SAPJune 10
This is an interesting question. In my experience, the most important soft skills needed for PMMs are influence management, and public speaking skills.   Influence management would be getting people from outside of your department or team to work on your project. Good influence management is not just asking people to help, but making sure they understand the value of the work they're doing. If someone says they can't help, going to their manager to help with priorities needs to be done with a soft touch. Being a tyrant to get your projects done won't get you far in the long term.   Pu...
Leandro Margulis
Head of Product Marketing, ProveSeptember 7
One of the main skills I see to success in PMM im Empathy. Empathy in the sense of being able to to put yourself in other people's shoes. You are the customer and market advocate internallt and the product advocate externally, so understanding those different perspectives can help a LOT in any PMM materials you are developing, from slides to demos to websites to campaigns.
Jason Perocho
Vice President, Product Marketing, BrazeMarch 10
The number one skill is influencing without authority. More specifically, influencing authority in a matrixed organization. By design, product marketing sits at the intersection of a multitude of functions, each with their individual KPIs. Your job is to balance the needs of your various stakeholders to drive revenue and adoption for your product(s). If your company has one product, then this task may be fairly straight forward. If your company has multiple products or multiple portfolios, then the task becomes exponentially harder.  The most important hard skills are positioning and mess...
Brandon McGraw
Sr. Director, Head of Product Marketing, DoorDashMarch 31
Hard skills may vary by company, but I think there are two that are critical: * Insights. Know the difference between an anecdote and an insight. This is especially critical when you work on a service at scale. Your best (and sometimes most challenging) users tend to be the loudest, so make sure that you're helping the team hear from a diverse array of customer voices. I find that one of the most important parts of any study is the recruit/target audience. Spend time getting the team aligned on who you're going to hear from. * Analytics. Spend time not just understandin...
Liz Tassey (she/her)
VP of Marketing, Blueocean.aiJuly 8
1. Messaging and storytelling: this continues to be the hallmark of a great PMM. In particular, really leaning in on differentiation and value to the customer (not speeds and feeds) while also simplifying concepts down in a memorable way that makes it easy for sales to land, marketing to build copy and content, and ultimately, the customer to understand. I sometimes joke that PMMs like ALL the words...but we don't need to use them ALL the time. Being able to really tell a compelling story that connects with the customer, and romances the product in the way that ...
Brianne Shally
Head of Product Marketing, Nextdoor
It’s difficult to define growth by titles since titles vary greatly by company and company maturity. Also, more and more companies are shying away from title heavy culture. When you consider growth and trajectory, I encourage you to evaluate it based on your goals, what you want to learn, and what you want to do next vs. a title. Focusing on obtaining a title can be short sighted and may result on you being lost after you achieve it. That said, with career progression top of mind, here are some tips:  * Perform at the next level: Companies want to see that you can demonstrate perfor...
Hila Segal
VP of Product Marketing, Observe.AI | Formerly Clari, Vendavo, AmdocsJanuary 27
Strong PMMs are good writers, know their product inside and out, experts of the competitive landscape, messaging geniuses and storytellers, BFFs with the sales team, GTM architects and excellent project managers. I like to think about a good PMM as a: * A psychologist who can develop a deep understanding of the fears, aspirations, hopes, and dreams of buyers and target personas. * An explorer seeking to learn more, discover more, and do more; bringing curiosity and some risk taking to product messaging and positioning.  * A teacher who can inspire an audience with subject matter k...
Marcus Andrews
Director of Product Marketing, Pendo.io
Not sure if these are "technical skills" Product Marketing isn't a technical job, it's a communications job. But the three biggest hard skills that will help you succeed in PMM and that I interview for are.  Creative Generalist: Does the candidate bring a strong generalist marketing background. Do they understand the basics of demand gend, design, brand, video, etc. PMM is one place having a broad set of experiences is truly helpful.  Excellent Storyteller: Can the candidate tell a persuavie product driven story? Can they clearly communicate a complicated technical product? Can they write...
Ryane Bohm
Director, Product Marketing, Gong.io | Formerly Salesforce, GEApril 13
I talked about soft skills in another question, so let's laser focus on the hard skills needed to succeed in PMM here. Here are 3 hard skills you can focus on right now:   1. Data-Driven Decision Making: I actually teach a dedicated course on this topic at Loyola Chicago because I believe in it so much! Data helps with identifying and speaking to your target audience, defining the value of your product and ROI, market sizing, predicting buyer behavior, validating success in the market, and so much more. Even if you don't fancy yourself a "numbers person" - it is important to get into eno...
Carrie Zhang
Product Lead (fmr Head of Product Marketing), Square
Covered this a bit in another question. PMM can bring a very strong customer perspective when it comes to product development. To have a seat at the table though, you have to do the work. This is what we do to bring customers perspective to our product teams: * Visit, shadow, do work at our customers. No research can compare to the insights you get by actually being in the shoes of our customers - in our case, small businesses * Talk to customer facing teams (Sales, Account Management, Support) and synthesize feedback. They are on the frontline all the time. You will be surpr...
Brianne Shally
Head of Product Marketing, NextdoorJanuary 13
Top 3 Soft skills * Be collaborative: Be open to new ideas, raise your hand to help, lean in to new areas, and have fun while doing it.   * Build strong relationships: Invest in your cross functional partners, get to know them personally and professionally, know what is most important to them.  * Develop a point of view, clearly communicate your point of view, and influence others with your point of view Top 3 Hard skills * Analytical <-> Creative: Navigate this spectrum to be both analytical and creative in your problem solving, go to markets, and develop recommendati...
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...
Francisco M. T. Bram
Vice President of Marketing, Albertsons CompaniesMarch 24
Successful product marketers are both right and left brained. Thus, in addition to the hard skills, they must possess soft skills to rally teams behind their ideas. There are five fundamental soft skills that product marketers must demonstrate: * Passion * Adaptability * Cross-functional leadership * Prioritization * Executive presence I wrote a blog post about these key PMM soft skills here. For Hard Skills, from my experience the most important skills are: 1. Market Sizing - Total Addressable Market (TAM) 2. Customer Segmentation 3. Narrative Design 4. Go-to-Market Strategy...
LeTisha Shaw
Director, Product Marketing, UserTesting
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 :)
Jasmine Anderson Taylor
Senior Director, Product Marketing, InstacartJune 2
PMMs are (and need to be) masters at many things but if I had to pick the most important: 1. (Soft) Cross-functional Collaboration: PMM is a highly cross-functional role. On any given project, you’ll work with Product, Design, Engineering, Research, Marketing Channel Experts, Operations, Legal… and the list goes on. A product campaign can’t get done without many partnerships. So you have to be great at working across different teams and getting them to share in your goals.   2. (Hard) Data Driven: Product and business decisions are most times made based on quanti...
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...
Christy Roach
Head of Portfolio & Engagement Product Marketing, AirtableOctober 8
Everyone’s definition of soft and hard skills differs, but here are the nine skills that I think are the most important for a product marketer to have. I've used these skills as a compass to help me grow in my own career and have turned them into a success guide for my team at Envoy to use: Soft skills: * Cross-functional excellence: As a PMM, you have the opportunity to lead without being a manager of people. A strong product marketer is someone who takes others along with them, rather than telling people exactly what they want them to do. They’re able to create strong relation...
Ross Overline
Senior Manager, Product Marketing, Fivestars
Asking for a raise is tricky. Ultimately, you need to be driving value, right? That can be broken down quantitatively, but also qualitatively.   Quant: What impact are you having on funnels? Run A/B tests to prove that your strategies are driving impact. How have NPS and sentiment changed?   Qual: Do you have strong relationships with stakeholders? Are you driving value through strategy, creative, and channel partnerships?   I would also recommend using your companies job ladder as a tool, or if you don't have one, job descriptions for other similar roles. If you're a PMM and the expe...