What's your best product marketing 30-60-90 day plan to make a big impact?

The first 90 days is such an exciting and sometimes overwhelming time in a person's career.  The best way to set up for success in 90 days is as follows:  Day 1 - 30: Learn, learn, learnThe first task I complete (and subsequently ask my newbies to complete) is an end-to-end product audit. The goal of this exercise is for newbies to learn the product and marketing flows inside out, from the perspective of one of our customers (ie. not looking up internal docs of what the flows are meant to be). W ...Read More

First 100 days in a job quite important. The First 100 days are your opportunity to ask questions, make some bold moves, build trusted relationships, and set the tone. I would focus on the following things: Build a solid understanding of your industry and target market: As a PMM, you need to bring unique perspectives to the table. PMMs are fortunate that they get to interact with customers, sales, analysts, product managers and gain insights about competitors. In the first 30-60 days, I will foc ...Read More

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 wh ...Read More

Here is what has worked for me in the past. This pace below is relevant for smaller teams/orgs. You can pace this out for larger teams/orgs as needed. 30 DAYS Goal: Establish credibility and define your goal and priorities Key tasks: Build relationships with key stakeholders and understand expectations If you are a manager, get to know your team (obviously!) Understand the business - products, market opportunity, business metrics Define your draft year 1 goal, strategy and priorities and get sig ...Read More

Time for some radical transparency.  I'm in the midst of this right now. Tomorrow is my 30-day milestone at Cisco Meraki. It's been an awesome first four weeks, and I'm really looking forward to what's next. (Shameless pitch - we're hiring, too!) The size of the company and team adds a layer of complexity here, but in general, this is your best chance to really focus on learning your customer, product, and market here. It's hard to go back and do this again, especially in growth mode, so don't t ...Read More

I break up my 30-60-90 day plan into 4 phases of success for Product Marketing – it also includes focus for after your first 90 days, all outlined below.   You may not get to everything in each phase, or you may move through things faster – I use this as a guide and checklist to keep myself accountable. Following this has helped me identify what wins I can crush every 30 days. You can tailor it to your needs at your company and the level you are entering at. The key is to actively listen in inte ...Read More

I don't split it out into 30-60-90 day increments, but within that period, these are the things I'd suggest doing: Get to know your product - get demo certified, the same as your AEs Start building key relationships internally - have lots of 1:1s Create battlecards for your top 2-3 competitors Put your positioning on paper Define a product launch process Set up your internal communication channels Perform a content audit and find the gaps that need filling Gather the tools, templates, frameworks ...Read More

There is a ramp plan that I like & have used many times, both for myself and members of the team. Like most things that are awesome, it takes the form of a very simple looking table. 3 Columns: People: Meet with stakeholders and the team I will be working with, understanding their needs & determine how to best work with each person Product: Learn the product, value prop, messaging, pitch and know how to do a killer demo Business: Understand the buyer journey, key metrics, market and all ...Read More

I don't know about you, but I think there's so often a tendency to jump right in and start delivering. I encourage everyone that starts working on my team to spend their first 30 days learning! If you can work with your boss, try to buy yourself some time just to soak up knowledge and develop a point of view. The key things I try to get to know as much as possible when starting a new job are: the product (spend time using it, get certified if that's an option), customers/prospects (listen to Gon ...Read More

Copied over from a similar question: There are a lot of things you could do - and it's easy to get distracted as a product marketer. First 30 days - Listen, listen, listen. Ask a TON of questions. Hold back from providing ideas unless you are really sure about it. Help others behind the scenes on ongoing projects with work you are good at - like writing or editing copy, preparing slides, etc. Help them look good and make allies. This is also a great way to learn the business. Talk to customers - ...Read More

Congrats on the new role! Very excited for you. I agree that it is good to have a 30-60-90 day plan and to make sure you can show progress and positive impact early yo make a good impression. That said, I would suggest you give yourself some time during the first 30 days to absorb as much as you can about the company, the interpersonal dynamics, the challenges and opportunities so you can then define and priorities in month 2 and deliver something of value in month 3 on the top 3 opportunities y ...Read More

I answered this question previously, so I won't go into too much detail here. However, I thought this question was interesting because it asked for the Director-level take as well. A lot of what I do as a Director is not just think about myself as an individual PMM, but think about the function as a whole. As a Director (or, even taking away the title -- just as a leader/people manager), what I'm thinking about is -- how can I set my team up to achieve successful outcomes? So, in addition to und ...Read More

This is a great question, and one I thought deeply about prior to starting at Mode. Thankfully, I had a nice long break between Intercom and Mode which I leveraged for lots of down time 😉 but also as a time to reflect on how I wanted to approach those first 90 days. First, I'd recommend reading 'The First 90 days' by Michael Watkins. There was a lot of great information in here that I definitely borrowed from. Here is a birds eye view of how I applied it:  First 30 days - Listen! This can often ...Read More

Answering this one in the 'product roadmap AMA' because its super relevant in all situations. I prefer 30-60 days, because most SaaS companies, PMMs need to move faster and start demonstrating value a lot faster than 90 days. 30 days - Find out your stakeholders and meet each one of them. Create a stakeholder map (can be a spreadsheet) that answers the questions: what are your expectations of me, what should I expect from you, what's been going well in the last 2-3 months, what needs improvement ...Read More

First 30 days: Focus is on getting to know the team (your peers, execs, and those who work for you) and the product -- and starting to build relationships, build trust and respect from others. Do a listening tour Talk to sales, product, cs, finance (internal) Talk to customers live and listen to gong calls (customers & prospects), read G2 reviews, customer NPS and product/feature feedback & requests Talk to analysts (gartner, forrester, idc) and read their reports First 60 Days After you ...Read More

Congratulations on your new role! At its core, the 30/60/90 plan is about setting yourself and your team up for sustainable success while building credibility through some quick wins — no matter what level you’re coming in at. However, the more senior you are, the more your manager and leaders will look to you to tell them what the opportunities are and what you’re going to prioritize.  I shared a more detailed 30-60-90 day plan in one of the answers above. But generally, my top tips for success ...Read More

30 days - Learn the market and competitive landscape. Visit as many customers and non-customers as possible. Read every Win/Loss report you can get your hands on. Talk to as many sales reps as possible. Use the Steve Jobs line of questioning: "What's working here?" "What's not working here?" Warning: don't assume you're the smartest person in the room. Network and leverage as many brains in the organization as you can.  60 days - Formulate a GTM strategy. Be prepared for a lot of "We don't do it ...Read More

One thing I'd add that's very tactical to the great stuff that David has already laid out: Find your allies.  Talk to everyone within the org that you can and assemble a shortlist of people who have good understandings of things like the customers, the tech etc... Befriend a good sales rep, the best sales reps in complex sales cycles are often product marketers in disguise. If they've been there for a bit they have a ton of knowledge that has never ever been documented or made sense of and they ...Read More

Years ago, a VP of product management made a joke while asking me about the status of my 30-60-90 Day Plan: "Let me guess, it's 30 days of studying, 30 days of planning, and 30 days of finally shipping something."  He was right of course! My 30/60/90 was a collection of activities in which I was listening and studying the company, another 30 days of planning with stakeholders, and another 30 of starting to ship projects. Not just one project, though! 😀 Using this measured approach probably creat ...Read More

First 30 days -  Meet with key staholders across the company - ensure excitement for the mission and what you're about to take on. Ask key questions about their responsibilities, what they are working on, and describe a bit on how you plan on working together with them. Product marketing is all about relationship building, in fact its key to be succesful. Ensure you're speaking with and understanding the pain points of each stakeholder you speak with, and make sure you listen. Listen in on custo ...Read More

Here is what mine looked like roughly when I started about 9 months ago: 30 days: Product onboarding and learning Meet key people in PM, Sales, Marketing Get introduced to tools used in the org Understand the current messaging and positioning of the product(s)  Listen for key problems that we solve and internalise the personas and brand-level messaging 60 days: Embed yourself in a customer conversation Ride shotgun on monthly product updates Study competitors and their market positioning Review ...Read More

Happy to share my approach when I started at Lattice: I had as many 1:1s as possible, meeting the rest of the PMM team as well as folks in product, content marketing, brand, design, sale, support, solutions, support, and customer success. I probably had 30+ 1:1s in my first 30 days. Ask everyone what is going well and what is going not so well. After taking stock of what’s not going so well, come up with some solutions and present them to your manager. I went deep on relevant competitors. I did ...Read More

Before the demands of others overwhelm you, you need to prepare yourself to be the business and market liaison to the product team. Your role as a product manager or product owner is to make the best business decisions for the product, working from the best available information.  Refresh your domain expertise If you’ve been in your industry for years, you probably have strong domain expertise but you may not be up-to-date on the latest information.  Review the corporate pitch. Perhaps the faste ...Read More

I like to think about goals when talking about plans. You want clarity in your priorities, particularly because it’s difficult to know what to say yes and no to when you’re new. (Your manager should help with this as well.) 30 Days Get to know who your closest colleagues are. Bonus: learn how they operate and how best to work with them. Get a feel for the quarterly rhythm of your company. Is this a reggae-beat company with a regular clockwork of quarterly business reviews, product releases, and ...Read More

The first 30-60-90 days in a new role are vital to your success. You want to show value and get quick wins while also taking the time to understand the company, the team, your role within the team, the product, the competitive landscape, etc. Here's what I prioritize: 30 days: For the first 30 days, you should try to learn as much as you can as quickly as possible. Read through the company website, Read through the competitor's websites. Write down questions to ask your manager. Set up 1:1 with ...Read More

It depends a little on what the situation is with PMM in the company you join (i.e. size and maturity, what the team is currently doing, what your role is going to be, whether you're an IC or a manager), but here's some things to think about:30 days - this first month is all about getting the lay of the land and meeting everyone you'll be working with, building relationships and establishing your credibility! You won't get all of this done in the first 30 days but it's good to get started on the ...Read More

I have a 100 day discovery questionnaire to help level set and make sure I understand the context and short-term and long-term expectations. 100 day discovery questions I came across these assessment questions early on in my career and this has helped me in understanding the company dynamics and landscape. This is a good litmus test to understand cross-functional alignment across key stakeholders. 100 day discovery: Product marketing assessmentRead more https://divmanickam.substack.com/p/custome ...Read More