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Influencing the C-Suite
Influencing the Product Roadmap
Product Marketing / Demand Gen Alignment
Product Marketing vs Product Management
Stakeholder Management
Product Marketing Stakeholders
1 Answer
Lisa Dziuba
Lemon.io Head of Growth Product Marketing • December 3
When working with C-Suite executives, there are a few key habits that can help you build strong working relationships and effectively communicate your ideas: 1. Be prepared: Make sure you have thoroughly researched and thought through your ideas before presenting them to C-Suite executives.......Read More
1825 Views
8 Answers
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 18
To put it simply, ABM is a more targeted approach to storytelling and demand generation. Instead of telling 1 or 2 broad stories to large groups of prospects and/or leads, ABM forces the PMM team to narrow in on our top target accounts (both customers and prospects) and identify what story wil......Read More
1667 Views
1 Answer
Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio • April 25
The biggest key is alignment on priorities and goals. We can't run a campaign for every single feature update or asset, particularly if we have a large portfolio of products. So, we need to know which product(s) are the priority for each quarter, half, or year. And we need to know which goals ar......Read More
1156 Views
4 Answers
Ruturaj Patil
Google Product Manager • October 11
I would recommend try to apply the common rule "80% of the business comes from 20% of the customers". We have our customers divided into 3 segments: New-New: Completely new to the organization Existing-New: existing customer but buys new product Existing-buying more: Existing customers buy......Read More
540 Views
11 Answers
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 18
I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More
2322 Views
1 Answer
Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio • April 25
Thanks for referencing my Playground framework! For folks who are unfamiliar, here's a short note on some key elements of the Playground: - The traditional funnel struggles to capture the full buyer's journey, since it only starts when the marketing team recognizes that someone is on a journey.......Read More
1151 Views
How have your product marketing teams traditionally worked with your demand generation / growth marketing team?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
14 Answers
Always an interesting question. 1. What's the leadership structure of the marketing team? 2. Is there a director of product marketing 3. and what does the demand gen team expect from the PMM team? To me, those sorts of things dictate the relationship between the two. Also, if a company is......Read More
1657 Views
2 Answers
Eric Petitt
Glassdoor Senior Vice President Marketing • March 18
(This answer from my fearless colleague Sophia Fox) As a junior pmm, recommend being strategic about the types of projects you work on, and in what capacity. Cannot emphasize enough taking the initiative to seek out and work with your manager and cross-functional partners to identify where pmm ca......Read More
1184 Views
1 Answer
Jon Rooney
Unity Vice President Product Marketing • April 24
Product marketers most often come up short in influencing the C-Suite by showing up at the wrong altitude, with the wrong information and the wrong disposition. The most common mistake I've seen is a PMM showing up with far too much detail and data without a clear "here's the goal, here's what we......Read More
227 Views
3 Answers
Eric Petitt
Glassdoor Senior Vice President Marketing • March 18
Product marketing is so often misunderstood, and a lot of CMO’s didn’t grow up with it so they don’t particularly understand it. Still other CMO’s struggle with the PMM orgs that seem to spend more time on things they can’t see or aren’t held accountable for inside their own marketing org. And, l......Read More
1231 Views