Product Marketing
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Head of Marketing, IoT at Twilio

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 sign-off from stakeholders 
  • Deliver any critical (and time sensitive) initiatives to show an early win (if needed) 

Deliverables:

  • Overall goal, strategy and priorities
  • Any critical initiative (if needed)

60 DAYS

Goal: Start executing and define the plan

Key tasks:

  • Continue building/strengthening relations with stakeholders, extend to co-workers
  • Build the plan (initiatives/projects, timelines, metrics, resources) aligned to the priorities
  • Understand the market - customer insights and competitive landscape
  • Fill any urgent sales content gaps/needs
  • Start executing on a few key initiatives aligned to your priorities

Deliverables:

  • Customer and market observations
  • Critical sales content gaps 
  • PMM Plan aligned to priorities
  • Put tracking mechanisms in place
  • Make resource asks 

90 DAYS

Goal: Validate your strategy/plan and start ramping to your peak efficiency level

Key tasks:

  • Based on everything you learned so far (and resources available), iterate on your goal, strategy, priorities and plan
  • Get into full execution mode
  • Start delivering early results/wins 

Deliverables:

  • Any revisions for your strategy and plan 
  • Completed initiatives and results

Pro tips for near term impact (depends on your focus)


If the near term focus is internal, then understand your stakeholders biggest pain or need and put a plan in motion to address that (assuming you agree with it of course). But ensure all the key stakeholders agree on the biggest pain to solve first. For example if the biggest problem is the sales enablement mechanisms, then work on that, and do market research and positioning later. 


If your internal stakeholders are not screaming, then you have the luxury to focus on the external market. And you can follow the classic PMM sequence of initiatives (as they tend to be sequential) - understand the business, gather insights (customer, market competitive), craft positioning and messaging, build sales content, drive/support sales enablement, and start evangelizing (social, AR, PR, marketing content). I also liked what Suyog shared during his AMA

Head of Product Marketing, Cisco Meraki at Cisco | Ex-Previously at Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few.
Time for some radical transparency.  I'm in the midst of this right now. Tomorrow (July 7th) 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 ...more
Director, PMM - Support & Platform at Intercom
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 l...more
Director, Product Marketing at 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 ...more
Product, Partner & Developer Marketing Leader at Samsara
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 b...more
Sr. Director, Product Marketing & Brand at TrustRadius
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 scene...more
Sr. Director of Product Marketing at Klue
I actually did a presentation on this about a month ago, which you can watch here [https://www.youtube.com/watch?v=6S1v1h-sB4w&list=PLDerqcOQDclAyv3qMUB_y-z08I_YNibMb&index=6]. I don't split it out into 30-60-90 day increments, but within that period, these are the things I'd suggest doing: 1....more
Chief Marketing Officer at Zeplin
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...more
Head of Product Marketing at Prove
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 ...more
Head of Marketing at MobileCoin
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 acco...more
Founder at BrainKraft
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?" Warn...more
VP of Marketing at Spekit
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,...more
Head Of Marketing at Osmos
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 [https://sharebird.com/whats-your-framework-to-prioritizing-needsdeliverables-when-yo...more