Product Marketing
Product Marketing Team
Product Marketing Team
What are good product marketing OKRs?
I would like to know what metrics are used to measure PMM and what does good look like
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 5y
In general, product marketing OKRs can become quite vague and hard to measure. However, the product marketing OKRs I’ve seen that are easier to measure are:1) Successful...
10158 Views
Meta Product Marketing, Reality Labs | Formerly Sprinklr, YuMe • 5y
What is your superpower?!
This one is great because it gives you insight into how a candidate perceives themselves. There's a self-awareness that comes through with the ...
9574 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 22
David's framework for anchoring on north star outcomes first is right. The mistake I see most often is teams tracking 15 KPIs and calling it rigor. That's just spreadshee...
149 Views
What metric, goal or KPI can you put on providing competitive intelligence to the company or product teams?
I work in a company that measures the impact of all projects, but admittedly this is a difficult area to track. Would love to any suggestions/thoughts.
Workday Senior Product Marketing Manager • 7y
The end game is for customers to choose your solutions and brand over the competition, so the most meaningful KPI is your win rate against against different competitors w...
1206 Views
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
I like to measure all marketing in terms of:Outputs: What you did marketing-wise such as sent X emails to whom, created Y social posts, made Z video, etc.Outcomes: How di...
761 Views
Upcoming AMAs
Atlassian VP of Product Marketing • 2y
Customer proof. The real question you're asking is how do you get consensus around a lot of opinions. Getting messaging approved can feel like being stuck in a wave pool....
30290 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?
Adobe VP, Product Marketing & GM, Next Gen Creators | Formerly Uber, Fivestars, Electronic Arts • 5y
Broadly, alignment with Product should happen in an OKR or goals planning process at some regular interval. That's the real moment to align with you product partners on w...
1155 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?
Gusto Head of Product Marketing, Benefits • 4y
I’d clarify upfront what they are hoping to achieve with the exercise. Is it for internal knowledge? To publish competitive checklists on your website? What will it mean ...
944 Views
Advisor & Investor | Product Marketing Expert | B2B | Formerly Pandadoc,Unbabel, McKinsey • 2y
You need to fill 3 buckets:understand the businessunderstand the organizationunderstand the customerYour leverage point is to build an internal network and gain and susta...
315 Views
Experian Head of PMM • 3y
Chances are you will inherit a number of projects in queue Day 1. Do your best to deliver on those projects to drive results out of the gate. This will instantly help you...
4404 Views
SurveyMonkey Director of Product Marketing | Formerly Apple • 3y
This is probably one of the toughest problems we face as marketers. A lot of times, teams will look at a combination of leading quantitative indicators (clicks, conversio...
7043 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 1mo
I'm a firm believer that, as a GTM function, product marketing should sit in marketing, whereas Product Management sits with Product/Product Development. While PMM needs ...
515 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
How do you communicate product marketing achievements upwards and build visibility?
It can sometimes be a struggle for those on the executive team, or in higher leadership roles, to see the value that product marketing is bringing to the business - especially if they do not have regular interaction. How do you build visibility for you and/or your team, and clearly communicate the achievements and activities throughout the year?
Observable VP, Marketing | Formerly Figma, Abstract • 3y
Tying your work to tangible outcomes, specifically those related to product growth and revenue, and socializing it has worked well for me. Here's my approach:
Have a rev...
441 Views
Woven Head of Marketing • 4y
Demand gen needs a strong POV to differentiate the company in noisy channels. Content from subject matter experts can build trust while evangelizing the brand. Here are w...
541 Views
Adobe Director, Product Marketing & Strategy • 1mo
I’m a big believer in aligning the product marketing structure closely with the sales organization. That creates clear ownership and a strong partnership with sales and e...
1379 Views
Adobe Director, Product Marketing & Strategy • 1mo
Great question.During your MBA, one of the most important things you can build is curiosity and I mean that intentionally. The pressure of grades and recruiting is real, ...
1347 Views
Clari VP, Brand, Content and Product Marketing • 2y
Same as everyone else. Do more or better with less.With that, we all have to stay extremely focused on:Team and individual business impact (not activity)Team's morale and...
1049 Views
Adobe Director, Product Marketing & Strategy • 1mo
Marketing is a broad umbrella with functions like brand, demand gen, content, and thought leadership. Many of these are focused on campaigns, channels, or execution. PMM'...
1381 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 2mo
The short answer on the 2nd part of the question, is that it 100% can change depending on organization. A few factors that might influence structure include GTM motion (...
342 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 2mo
It depends. But one simple way to think about it is inputs / outputs (or leading vs. lagging). Let’s say you’re trying to develop KPIs associated with new product messa...
357 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 2mo
There might be something else I’m missing in this question, but I think this is one of those things where you can pose the question to sales to define the ask and jointly...
349 Views
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 5mo
Culture and perception of the value of product marketing are hugely important. In some companies the function is seen as an administrative function pumping out collateral...
902 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 2mo
Here’s a hot take. Don’t. Don’t try to force attribution. From my time working in PMM, I’ve been exposed to and involved in frequent debates on how to drive some sort ...
509 Views
Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 2mo
For me, “AI-first” in PMM means redesigning our function around what AI agents can do – gathering and summarising data, generating content, and automating repetitive task...
260 Views
How do you navigate the internal governance and data protection/infosec blockers.
IMO the best AI solutions need tight integrations but many stakeholders are wary of integrating sensitive information. How do you walk the line/build internal cases.
Lovable B2B PMM Lead • 3mo
There is really no navigating around these. When it comes to governance, it's important your product meets baseline level of requirements. This may include things like SS...
572 Views
Lovable B2B PMM Lead • 3mo
Anything that includes generating drafts, automating workflows, or repurposing materials, definitely uses AI. Anything that gets to an editorial stage, requires nuance, o...
554 Views
Lovable B2B PMM Lead • 3mo
Have dropped this answer in a few places now, but these are my top three use cases: comp intelligence, enablement, product launches. I love these because the apps you cre...
512 Views
Lovable B2B PMM Lead • 3mo
It isn't really! Messaging and positioning are always about value in their core. As long as you are speaking to what value your product provides, AI capabilities don't ch...
487 Views
Lovable B2B PMM Lead • 3mo
I personally haven’t found a ton of benefit in organized courses. I’ve found it far more beneficial to encourage people to try problem-solving with AI directly. For examp...
480 Views
Lovable B2B PMM Lead • 3mo
It's important to separate this into two questions: 1. concerns about AI-generated content and 2. concerns about data privacy. Two is easier to address as your company / ...
487 Views
Lovable B2B PMM Lead • 3mo
People with taste!! People who can look at an output and know if it's hit a quality bar. What separates good from great from amazing from inspiring is someones ability to...
587 Views
Lovable B2B PMM Lead • 3mo
It's helpful to not treat AI transformation as a side project (otherwise it just feels looming). I try to just make changes to processes as we go that way we are sacrific...
561 Views
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 3mo
The process of building a team with top talent takes time and is never a one off, single-threaded activity. Great candidates usually have different job options, and their...
455 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 3mo
Simply put, if your cross-functional stakeholders change behavior or execute differently based on conversations with you, you have influence. If they nod politely and not...
342 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 3mo
All you need is a repeatable narrative report that ties your initiatives and efforts for a release or a quarter to the resulting revenue impact, change in market percepti...
392 Views
Verkada Vice President Product Marketing • 5mo
Listen to sales calls to understand how messaging is being used and how customers are responding to it.We don't track formal win-loss metrics at Verkada, but my team does...
359 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 3mo
This is the process I have usually followed:Get all your key stakeholders on a call and align on the objective first. What would success look like? Is there a metric that...
514 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 3mo
Yes, multiple teams influence growth, meaning they are responsible for growth. At the same time, PMM is accountable for building the foundational messaging and marketing ...
393 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 3mo
PMMs have it tough. So much of what we do is influencing other metrics vs owning them outright. Especially when it comes to messaging. Here are some of the metrics we loo...
767 Views
Lemon.io Head of Growth Product Marketing | Formerly LottieFiles, WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • 3y
What a great question!Â
Sometimes the smartest people on the planet can not figure out how to work together. It's challenging and, at the same time, it's rewarding to nu...
315 Views
Airtable Former Sr Director Product Marketing | Formerly Salesforce, AppDynamics, WeWork, Airtable • 4y
This is a big question! I’m assuming we’re talking about new product positioning vs re-positioning an existing product. If you’re working on a mature product, it will be ...
1936 Views
Inngest Head of Marketing • 1y
The biggest challenge for us lately is that it's hard to track certain KPIs on a quarterly basis, because the nature of enterprise deals is that they can take longer than...
566 Views
What does your product marketing team org structure look like?
Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?
Former SVP of Product Marketing at Quickbase • 5y
This is a question I get a LOT. Everyone wants to know whats the idea PMM team structure. The short answer is there isn't one.
Firstly, the role of a PMM looks different...
4887 Views
Inngest Head of Marketing • 1y
I love this question, but also don't love an environment that needs to conclusively prove one team is responsible for adoption! Ideally you're just using metrics to guide...
574 Views
Atlassian Senior Director of Product Marketing • 4mo
To not be so repetitive as other answers, going to keep this one short but lots of good context on this throughout the AMA 🙂. I will reiterate that you can’t blindly focu...
1593 Views
Atlassian Senior Director of Product Marketing • 4mo
Without belaboring the same point as other answers, I would start simple/focused and mature your approach over time. Baseline key metrics, track execution/engagement metr...
1363 Views
Atlassian Senior Director of Product Marketing • 4mo
Ohhh - enabling sales and working with enablement - often a spicy topic in my experience. I have spent a lot of time on this. It requires clarifying roles between PMM/ena...
1384 Views
Atlassian Senior Director of Product Marketing • 4mo
Proving PMM impact in an enterprise set-up requires showing how PMM impacts the path to revenue. Pipeline is the most common measure for enterprise PMMs. But it’s importa...
1380 Views
Atlassian Senior Director of Product Marketing • 4mo
I am primarily focused on enterprise—but when I worked at a start-up as the first Product Marketing Associate, here's what I did: relentlessly prioritized, focused, and a...
1391 Views