Product Marketing
Product Marketing Stakeholders
Product Marketing Stakeholders
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • 1mo
Liz, Jeff, Sarah, and Jeremy have covered the core pillars well. The angle I'd add is what changes when your product involves AI, and the buyer has AI skepticism baked in...
216 Views
Treasure Data Director of Product Marketing • 5mo
At a high level, I don’t think of Product Marketing and Demand Gen as separate functions that “collaborate.” I think of them as two halves of the same revenue system. Pro...
448 Views
Treasure Data Director of Product Marketing • 5mo
One of the biggest lessons I’ve learned is that alignment doesn’t come from a quarterly kickoff or a big launch deck. Those help, but they fade quickly. Alignment improve...
422 Views
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
This varies widely by company, org structure, and maturity.When I worked for smaller start-ups, we only had 2 dedicated marketers: me (generalist) and my VP (also a gener...
2242 Views
Atlassian Senior Director of Product Marketing • Thu
More people need to be in this conversation than most teams initially bring in:PMM and demand gen: the obvious ones, but not sufficient on their ownSales development (SDR...
1035 Views
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Treasure Data Director of Product Marketing • 5mo
This is something I’m very intentional about, because most breakdowns don’t happen at the strategy level. They happen in execution, when messaging gets diluted or improvi...
374 Views
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
For folks who are unfamiliar, here's a short note on some key elements of the Content Playground framework:- The traditional funnel struggles to capture the full buyer's ...
2680 Views
MURAL Vice President, Segment Marketing | Formerly LinkedIn • 1y
Don't create content for content's sake. Content is for closing gaps in your customer journey where your message isn't being communicated effectively. Begin with a narra...
510 Views
Atlassian Senior Director of Product Marketing • Thu
Atlassian's model is pretty different from what a lot of people have experienced. Demand gen strategy is owned by a campaign strategist, but execution runs through shared...
1070 Views
Atlassian Senior Director of Product Marketing • Thu
The reframe that changed how I work: stop thinking of PMM as delivering assets to demand gen, and start thinking of both teams as co-owning campaign strategy, just differ...
1066 Views
Treasure Data Director of Product Marketing • 5mo
Oh gosh, I think generally the "handoff" point has bene one of the biggest challenges - what PMM owns vs. not. For example, while we focus on messaging and positioning, w...
392 Views
Amperity SVP, Head of Marketing • 6y
I wish I understood how product marketing ideally works. Based on my experience, here's how product marketing teams should work together:
A Product marketing lead identi...
9753 Views
Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 1y
Face time:Face time, whether virtual or in person is always going to go farthest in maintaining connections. We’re social creatures after all. If you don’t already have ...
941 Views
Have you been using AI notetakers with specific prompts to analyze sales calls? I'm looking to gather customer insights and identify trends that can inform our product and go-to-market strategy. If you have, I'd love to hear about your process and the tools you're using.
I'm exploring FathomAI for summarizing sales calls (they have some cool templates!), but I'm wondering how to efficiently analyze those summaries for trends and insights. Ideally, I'd like to use AI to review the summaries weekly and highlight key takeaways.
Are you using this approach or a similar one? I'm open to other processes for collecting insights from sales calls and would love to hear what's working for you.
Salesforce Senior Director of Product Marketing • May 20
I love that you are thinking about this! Using AI to analyze sales calls is a fantastic opportunity and it's an untapped wealth of information. A couple of things. I don'...
1731 Views
Gong Senior Director, Product Marketing | Formerly MaintainX, Samsara, Comfy, Cisco • 3y
Oftentimes, disagreements are simply differences of opinion, which exist because there is a lack of data.
In this case, PMMs are great neutral third-parties who are well...
848 Views
MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y
I’ve generally seen product marketing own pricing in an organization. They partner with research or even an outside firm to understand the competitive landscape, run surv...
601 Views
Skilljar Director of Product Marketing | Formerly Intercom, Glassdoor, Prophet, Kraft • 3y
I think there’s a high degree of overlap. The two functions may cut metrics differently or over different time horizons but for the most part many metrics are shared. A f...
1399 Views
Skilljar Director of Product Marketing | Formerly Intercom, Glassdoor, Prophet, Kraft • 3y
Like any good working relationship, you have to take the time to build trust. Here’s a few things I do to build trust and position myself as a strategic partner to PM.
...
2157 Views
What does Product Management have to provide in their Project Briefs in order for Product Marketing to be successful?
Example: Project Briefs should include: problem, solution, etc.
Product School CEO • 5y
This is a tricky question! I’d argue that there is more to the collaboration between Product Management and Product Marketing than the effectiveness of the Project Brief....
490 Views
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • 3mo
There isn't just one person that a PMM leader needs to align with, but that's the best part of being in PMM. As the connective tissue for GTM, including product, you need...
370 Views
Adobe Head of GTM Strategy, APAC & Japan • 1y
The answer to this can be quite subjective. I only mean that in what matters to these leaders might not matter to others and so on. The key is to listen and understand wh...
2599 Views
Former SVP of Product Marketing at Quickbase • 1y
Here are a few things I see PMMs get wrong:Focusing on initiatives that don't align with the company’s strategic objectives.Failing to show how initiatives will provide a...
548 Views
What is the best approach to influencing C-suite executives in a business strategy decision?
As Product Marketers, our primary role is to act as ambassadors and influence other departments with customer and market insights. I wonder how this dynamic changes when the PMM is a VP and the ‘other departments’ are the C-suite. I’m curious about how deep and challenging these conversations might be.
Adobe Head of GTM Strategy, APAC & Japan • 1y
I've definitely been in this exact situation where my key stakeholders were the C-suite (my boss was the CMO for starters!) I don't think much has to change to what you'v...
2164 Views
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • 3mo
This can sometimes feel like mission impossible, but you need to take on the mindset of a c-level leader. They're operating at the business outcomes level, not the day to...
370 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 9
After navigating C-suite relationships at Microsoft, Salesforce, Tableau, and UiPath, these are the habits that have mattered most.Speak their language, not ours. PMM liv...
137 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 9
The cadence and format have evolved for me across Microsoft, Salesforce, Tableau, and UiPath, but the underlying principle has stayed the same: show up with insight, not ...
167 Views
Prove Head of Product • 4y
This is an iterative process, and always better to over-communicate than under-communicate, so we can get everyone's feedback and input and people feel they have been hea...
768 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 9
This is one of the most common pressure points in PMM at any company large enough for the CEO to have opinions. My honest view after navigating this at Microsoft, Salesfo...
172 Views
Former SVP of Product Marketing at Quickbase • 1y
The way to get any leadership team to care about what we do is to bring something of value to the table. Know what your biggest company priorities are (because that will ...
955 Views
How do you coordinate and work cross functionally with the product team to create commonly shared KPIs?
Any advice on KPIs tied to product launches?
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 5y
At a high level, I think it's essential for all teams involved to understand the ultimate goal of whatever product or feature they are launching - meaning what is the pro...
569 Views
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 5y
ABM is near and dear to my heart as I was in the middle of the tornado that spun up the term ABM during my time at Demandbase. As the PMM there at the time, we not only d...
1566 Views
How do you perform extensive competitive product research?
I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
TigerData Head of Marketing • 4y
Not sure what mark you're missing. But your CEO and product/eng team are probably looking for (1) an overview of the space, where everyone is going (2) highlighting a few...
974 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • May 7
Not that much differently than answered above, except maybe to say that you have to build trust across the org. And doing this in a way that doesn't turn you into the con...
373 Views
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 5y
As stated above, PMM wears so many hats it's important to recognize what is needed at any stage of a company. When first coming into an organization as the first PMM I th...
1932 Views
Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 1mo
Honestly, there's no single framework because every situation is different. If there's a natural way to bundle launches into a bigger story, I'll always take it. But if i...
421 Views
Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 1mo
Sales is sitting on a goldmine of customer insight: the actual pains, the real objections, the words customers use, what's clicking and what's not. Your job is to uncover...
420 Views
Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 1mo
Get everyone in the same place.. a room, a doc, a Slack channel, whatever works and have a direct, honest conversation about what you're actually trying to accomplish tog...
443 Views
Salesforce CMO - Next Gen Platform • 1mo
I've done this a few times now with new product leaders and the pattern that works for me is pretty consistent. First meeting is all about their vision — I ask a lot of q...
1790 Views
Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 1mo
The biggest thing is building a real partnership with your PM. Not just a weekly check-in, but a relationship where you're in the room when decisions happen. If you're ne...
1145 Views
How do you see the PM/PMM boundary shifting as AI tools take over more tactical PMM work like drafts, research, and enablement?
Curious whether PMM becomes more strategic as AI handles the execution layer, or whether PM starts absorbing some of that strategic ground.
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 1mo
100% - AI tools should allow PMM to spend way more time on the strategic side of the job (really understanding customers, diving deep into your and competitor products, e...
510 Views
Plaid Chief Marketing Officer | Formerly Apple, Google, Airbnb, Facebook • 3y
1. Intial product definition - Owned by Product, PMM consults. Help the team to assess: Are we building something that meets the basic requirements of the market? Where d...
1078 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 1mo
The most effective way I've found to credibly push back on product for anything, including launching something that might not be fully baked (which happens all the time e...
521 Views
Epic Games Senior Director of Marketing • 1mo
I've led product marketing teams that sit in product management, in marketing, in sales / BD. I think the main difference is which team you work the most closely with. Fo...
501 Views
Clari VP, Brand, Content and Product Marketing • 2y
Things like❌ Downmarket deal support ❌ Enablement strategy❌ Design❌ Content Strategy/Blogs❌ Technical Product Documentation ❌ Release Notes❌ Alpha & Beta Programs
1732 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1mo
Over-communicate constantly, maintain regular cross-functional check-ins, and ensure decision-making accountability is always clear — especially when things change.When p...
233 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1mo
Dale Carnegie's 'How to Win Friends and Influence People' is a classic starting point for understanding influence.'How to Win Friends and Influence People' by Dale Carneg...
238 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1mo
Run a roadshow to get everyone on the same page, ensure they have the right collateral, and address collateral sprawl proactively as a signal of inconsistent execution.Wh...
224 Views
Sendbird fmr Head of Marketing | Formerly SmartRecruiters, Mixpanel, Deloitte, Beardwood&Co • 1mo
Choose one front at a time, set clear expectations about your order of operations, and build credibility in one area before expanding to others.When you're the first PMM ...
227 Views
ServiceNow VP, Product Marketing - CRM • 1mo
Ensure there is strategic executive sponsorship for PMM's involvement, and if a team is resistant and there's no sponsorship, redirect your energy to where you can have i...
239 Views
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1mo
Build genuine interpersonal relationships by consistently connecting with partners, not just when you need something from them.Trust is the most underrated currency in cr...
271 Views