When establishing the PMM function in an org, how can you manage expectations and change perception if leadership (CEO, Founder, CMO) have a different interpretation of the role?
7 Answers
Klue Senior Director of Product Marketing • 4y
Assuming you were hired for this role, I think that this type of conversation should ideally happen before you accept the job. Asking a question like "what vision does th...
1395 Views
It's important to understand what your C-suite wants and needs from PMM. Product Marketing is a versatile role and often looks different at every company, and you need to...
701 Views
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Schneider Electric Director, Product Marketing | Formerly Cisco, Splunk, Quest Software • 3y
This question is great and so very relevant. I've been companies where leadership has had 3 very different thoughts on the PMM org. PMM IS AMAZING What the heck is PMM...
748 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 1y
If you end up in a situation where leadership has a fundamentally different idea of the PMM function than you do, you're facing an uphill road but you have a path to chan...
529 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 3y
I would try an establish common ground early and often. Ask yourself these questions:What guiding principles do you need to establish between your role and senior leaders...
449 Views
Project Product Fractional Product Marketer & Event Strategist | Formerly Securitas (STANLEY Security), Conga (Apttus), SAP, Aprimo (Teradata), Salesforce (ExactTarget) • 3y
Such a great question! And sadly, a common challenge for product marketing. I've found even when a company hires its first product marketer, not everyone is aware or on t...
831 Views
Director of PMM | Formerly Meta, Upwork, Zendesk, PagerDuty • 1y
I would start by meeting 1:1 with your leadership team (CEO, Founder, CMO) to understand each leader's interpretations of the PMM function. You can probe with questions l...
1449 Views
Related Questions
What are the challenges one should be aware of when setting up a new PMM function inside the org? How can one overcome them -- any tips? What functional work do you prioritize as a PMM? Anything you should NOT focus on initially?What does your product marketing team org structure look like? How do you measure the impact of product marketing in your company?What's your advice on improving a historically tense relationship between functions?