Back to Your Feed
8 Answers

Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • April 14
I believe that adding more people to your team needs to follow the needs of the business. This means making sure you can break down the goals or OKRs that you, as a PMM leader, is responsible for and outlining the key initiatives that will help you achieve them. Part of this exercise is to also i......Read More
910 Views

This depends a lot on the companies business goals. In the beginning you'll be on the hook to support the GTM with assets so focus on content creation. It's pointless trying to be too strategic in the early stages. Look to the exec team for priorities and focus on the most important use cases and......Read More
385 Views

Katherine Kelly
Benchling Head of Product Marketing • May 19
Make sure every early hire you go for has a clear "mission" - what are you going to get from that person. What problem are you going to target them at. Once you start to get past hiring to solve specific problems - refer to my other answer about how you think about coverage of market / product in......Read More
394 Views

Kristen Brophy
National Basketball Association VP, Direct to Consumer Marketing • March 24
One effective way to scale a PMM team is to understand what the business needs and align PMMs to support those needs or goals. But, what a business needs can range from gaps in employee skill sets to stalling revenue growth. For example, * Is your business investing in entering a new vertic......Read More
428 Views

To scale any team you want to do it thoughtfully, and have a clear plan in place before you go on a hiring binge. * Have the right foundation in place before you bring on more PMMs. For instance, have the basic tools or processes in place because once you scale your team, it's much harde......Read More
988 Views

Alexa Scordato
TikTok PMO • August 13
The first 2 PMM's are going to wear many hats and serve many masters. There's unfortunately no way around that given the breadth of the function. The biggest tension is striking the balance between supporting product, supporting sales, and establishing an operational cadence for go-to-market (GTM......Read More
1303 Views

Natalie Louie
Replicant Product Marketing, Senior Director • January 11
Hire contractors to fill in gaps as they pop up and if they are rockstars and you find yourself with open head count, convert them to full time. Know what your weaknesses are and hire PMMs who balance those. Hire PMMs with different superpowers – you want a well rounded team. PMM teams are in co......Read More
764 Views

The first PMM must provide a ton of value for the company. Generally speaking, it's value measured by impact on revenue. They also need to get along with other stakeholders (sales, product, CS, marketing). Lastly, they need to have execuitve sponsorship. That's the trifecta all PMMs should strive......Read More
1930 Views
Related Ask Me Anything Sessions

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

Notion Head of Product Marketing, John Hurley on Scaling Product Marketing
May 3 @ 10:00AM PST

Square Head of Product Marketing, Square Staff, Amy Loh on Building a Product Marketing Team
April 13 @ 10:00AM PST
RELATED

Sherry Wu
Gong Director of Product Marketing • May 11
An effective 30-60-90 will help you make progress across 3 pillars: * What is your point of view on the company's current market standing? Where are there future opportunities? * How do you define and establish the PMM function? * How do you create scalable, repeatable processes for GTM ......Read More
859 Views
RELATED

JD Prater
Graft Head Of Marketing • January 7
I like to start with the purpose of creating a 30/60/90 plan. I view the plan as a set goals to help me strategize my first three months in a new job. I use it to help maximize my work output and stay focused. That said, I have rarely completed any 30/60/90 plan perfectly. Working in startups......Read More
3635 Views
RELATED

Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • April 14
That depends on what you are hiring for and the level of experience you need in the new hire. If I were to hire someone to run my competitive program, for example, I would look for a PMM that has done this in the past, has created a competitive program from scratch and can show me examples of the......Read More
766 Views
RELATED

Priya Gill
Momentive (SurveyMonkey) Vice President, Product Marketing • August 10
There are usually two sets of core metrics that I look at to assess whether our efforts are positively influencing the right outcomes: * Marketing metrics: pipeline, campaign/content performance, bookings (PQLs if you work closely with the product growth team) * Sales metrics: average deal ......Read More
597 Views
Related Questions
You're the new PMM for a B2B SaaS company that has 40 people and is starting to scale. What should you aim to do in your first month and your first quarter?If you're new to PMM, what's a good way to think about, contextualize, and approach a 30/60/90 plan if you've never done one before? Also, are there any templates/resources you'd recommend as a jumping-off point?In hiring additional Product Marketing Managers, is it more important that they have Product Marketing experience, or that they're a well-rounded marketer/communicator?How do you build a business case to quickly grow a product marketing team? What metrics do you look at to make sure you're driving ROI for the business overall?