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Product Marketing Subteams

With the job market so hot, how do you structure the recruiting process to go slow enough for you and the team to evaluate several people and fast enough not to lose them to another company?

6 Answers

Katherine Kelly

Benchling Head of Product Marketing • May 18

I've pretty much been consistently hiring for the last several years. I almost always have that "I'm hiring" thing on my LinkedIn (It's there right now!!) Here are a few tips: * Be transparent - if you like a candidate, tell them straight up and tell them where you are in the process. ask the......Read More

415 Views

As a product marketer, how have you been able to advocate for a product feature related to your GTM strategy?

1 Answer

Daniel Kuperman

Atlassian Head of Core Product Marketing & GTM, ITSM Solutions • December 6

There are three elements that I typically use in such conversations: * customer proof; * competitor analysis; * analyst insights; * revenue potential. If you bring evidence of what customers want, how competitive the feature is, and additional market insights (e.g. analysts) as unbiase......Read More

1214 Views

What can we do if there's no Wave or MQ for our category?

5 Answers

Christine Tran

Quantum Metric VP, Product Marketing • July 28

This is the situation we're in right now. Our AR program is three years old and it's an ongoing initiative to identify and vet the right analysts, build relationships, and education/inform/influence their research roadmap. Here are a few tactics I'm using: 1. Identify the analysts who (will) wr......Read More

899 Views

What cross functional KPIs do you leverage for alignment between product marketing, product, sales and customer success?

1 Answer

Julien Sauvage

Clari VP, Corporate and Product Marketing • November 29

Great question - see my earlier answer to the "Can you share a dashboard of KPIs for a PMM organization in a startup?" question , here: https://sharebird.com/h/product-marketing/q/can-someone-share-a-dashboard-of-kpis-for-a-pmm-organization-in-a-startup?answer=WVxZUpRNP1&utm_source=questionanswer......Read More

386 Views

What's the biggest challenge you've ever faced as a product marketing leader and how did you overcome it?

2 Answers

Pallavi Vanacharla

New Relic Vice President Product Marketing • May 27

Let me answer a slightly different question, the one that does not get asked often - what are the biggest mistakes you have made and what did you learn from them? I have seen many successes in my career, but they were made stronger from the lessons I learnt (from my mistakes). Here are 3 mistake......Read More

1252 Views

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

16 Answers

Gregg Miller

Oyster® VP of Product Marketing • October 8

At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More

3442 Views

Which are the mandatory questions you should ask the company founders when you're empowered to create the Product Marketing function from zero?

I will face this challenge very son and my thoughts are: - which are the company objectives? - which are the marketing and product marketing specific objectives? - the resources in place to achieve the objectives (human, financial, tools) - where is the product on the lifecycle? - top three priorities - how are sales/marketing/product teams organised?

6 Answers

Alex Chahin

Titan VP of Marketing • October 4

What an exciting opportunity this is for you! I’m thrilled that you’ve earned this chance. When I joined Hims & Hers, I was in this exact position where I got to build out the Product Marketing team from scratch. It was one of the most valuable learning experiences of my career so far. Your li......Read More

452 Views

Does your product marketing team have a Commercialization Manager in the group?

Curious how this role is distributed/defined inside different companies.

1 Answer

Julien Sauvage

Clari VP, Corporate and Product Marketing • November 29

I don’t know what that is, so... no (?) 😂

372 Views

How do you get buy-in from multiple teams on a longterm strategic initiative when they are bogged down with daily fires. And how do you sustain their interest and commitment?

1 Answer

Julien Sauvage

Clari VP, Corporate and Product Marketing • November 29

Simple. By showing impact. And you would show impact in an always-on dashboard (online), or deck. Then, overcommunicate. Keep it fun and playful. Send a monthly newsletter to your stakeholders. Talk about what's next. And worked, what didn't. Be authentic and show focus, passion, accountabilit......Read More

357 Views

Can you differentiate between a Product Marketing Manager and Senior PMM?

1 Answer

Julien Sauvage

Clari VP, Corporate and Product Marketing • November 29

I typically assess my Product Marketers' impact and seniority based on a few dimensions. Some of them are function agnostic, others are pmm specific, like: * Positioning & Messaging * Presentation & Communication Skills * Cross-Functional Partnership * Launch & Execution * Research & ......Read More

360 Views

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