Product Marketing
Product Marketing Team
Product Marketing Team
Atlassian Principal, AI Product Strategy & Technical Marketing • 3y
The ultimate KPI for great messaging and positioning is always the health of your business and your most important business metrics. Great messaging can doe everything fr...
3461 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • Apr 22
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 ...
468 Views
Epic Games Senior Director of Marketing • Apr 21
A lot! Especially at medium to large companies, there's functional expertise for a reason. I wouldn't expect product marketing to own any of the following:Product managem...
641 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?
OpenAI Product Marketing | Formerly Twilio • 4y
To start I'd say thorough competitive research is the foundation of great product marketing, so it's great that your company is investing in it. It's really important for...
739 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?
Criteria Corp Chief Marketing Officer • 3y
The key here is consistency. Find a channel that works and stick to it. Else it becomes to fractured and fragmented. You can use a slack channel, you can have a dedicated...
908 Views
Adobe Director, Product Marketing & Strategy • Apr 8
Its definitely a partnership. At a high level, PMM defines the “what” and Demand Gen drives the “how.”PMM brings the customer insight, positioning, messaging, and key nar...
1293 Views
Adobe Director, Product Marketing & Strategy • Apr 8
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...
1297 Views
Adobe Director, Product Marketing & Strategy • Apr 8
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, ...
1268 Views
Adobe Director, Product Marketing & Strategy • Apr 8
One of the top-of-mind challenges right now is the rate at which PMMs have to pivot. The market, customer expectations, and products are all evolving rapidly, and the pac...
1327 Views
Adobe Director, Product Marketing & Strategy • Apr 8
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'...
1297 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 1mo
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 (...
337 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 4mo
The big ones for me are all tied to revenue influence. I look at how launches convert in the real world: converted accounts, upsell and expansion revenue tied back to spe...
646 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 1mo
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...
341 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 1mo
This is a fascinating question. TBH I kind of feel like there’s a question behind the question or some context that isn’t being shared explicitly here. I assume it’s li...
352 Views
Carta Vice President Product Marketing • 7mo
This is the million dollar question right now for most tech companies. Attribution is really a challenge.We look at marketing influenced leads because we are usually in ...
755 Views
Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 1mo
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...
239 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 • 1mo
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...
553 Views
Lovable B2B PMM Lead • 1mo
Anything that includes generating drafts, automating workflows, or repurposing materials, definitely uses AI. Anything that gets to an editorial stage, requires nuance, o...
536 Views
Lovable B2B PMM Lead • 1mo
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...
500 Views
Lovable B2B PMM Lead • 1mo
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...
474 Views
Lovable B2B PMM Lead • 1mo
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...
468 Views
Lovable B2B PMM Lead • 1mo
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 / ...
476 Views
Lovable B2B PMM Lead • 1mo
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...
566 Views
Lovable B2B PMM Lead • 1mo
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...
535 Views
Scale AI Head of Product Marketing | Formerly Twitter, Salesforce, Planet Labs, Braze • 2mo
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...
437 Views
Jellyfish VP of Product Marketing • 1y
Your influence as a PMM varies drastically across departments. For a traditional B2B sales-led organization, for example, it may include competitive win rates and deal cy...
2563 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 2mo
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
Ting VP of Marketing • 4mo
Look at funnel metrics - if your positioning isn't working, you'll see it in lead generation, demo requests, and sales cycle length.If your positioning isn't working, you...
342 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 2mo
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...
488 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 2mo
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 • 2mo
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...
763 Views
Amazon Web Services (AWS) Product Marketing| Kubernetes on AWS | Formerly Directi • 2y
Understand and map the following points when you start new with any organization. This may also be helpful if you are the only PMM.First 30 days:01. Mission and Vision (T...
525 Views
PandaDoc VP of Product Marketing & Brand • 4y
Oh man, this is a tricky one!
It's important to start by first identifying the source of tension. Is it due to leaders of those teams (or the leaders of those leaders) n...
561 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 ...
1932 Views
CaptivateIQ Senior Director, Product & Corporate Marketing | Formerly Scribe, Okta, LinkedIn • 4mo
Who knew something so simple as a few metrics could be so difficult?! The reality is KPIs put into practice can get messy if you don’t set things up properly across teams...
4831 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?
Career & Leadership Coach/ Former Director, Product Marketing • 4y
We've changed our structure several times over the years as the business has grown and priorities have shifted, but because PMM at Intercom works very closely with produc...
16368 Views
Atlassian Senior Director of Product Marketing • 3mo
This is a great topic, because you’re right—correlation ≠ causation. You need to have strong partnerships with the functions across the business that directly influence a...
1364 Views
Atlassian Senior Director of Product Marketing • 3mo
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...
1378 Views
Atlassian Senior Director of Product Marketing • 3mo
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...
1359 Views
Atlassian Senior Director of Product Marketing • 3mo
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...
1381 Views
Atlassian Senior Director of Product Marketing • 3mo
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...
1377 Views
Atlassian Senior Director of Product Marketing • 3mo
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...
1388 Views
Atlassian Senior Director of Product Marketing • 3mo
If you want to build a case for PMM as a revenue-generating function rather than a cost center, I recommend proving it through pilots. Pick a revenue-adjacent problem or ...
1349 Views
Are there any KPIs that you recommend all PMMs track?
Agnostic of product type/industry/etc.
Atlassian Senior Director of Product Marketing • 3mo
There are definitely product and industry agnostic KPIs PMMs should track. But as I shared in another answer, sales- vs product-led (along with b2b or b2c and enterprise ...
1380 Views
Atlassian Senior Director of Product Marketing • 3mo
Loooonng answer incoming but this is one I get excited about.Building a culture internally where PMM is looped in when results are shared happens when other teams realize...
1391 Views
Atlassian Senior Director of Product Marketing • 3mo
Knowing which KPIs to measure your PMM team on depends on your company’s or product’s business model. My team works on an offering that is enterprise B2B sales-led with a...
1449 Views
Atlassian Senior Director of Product Marketing • 3mo
My background is primarily sales-led enterprise. That being said, a few things come to mind. In my opinion, it’s largely a mindset shift. In PLG, a PMM expands their remi...
11937 Views
Ting VP of Marketing • 4mo
Clear thinking, research capabilities, and curiosity are key indicators of product marketers who will drive business impact.For me, writing is more of an output - clear t...
341 Views
Ting VP of Marketing • 4mo
For smaller companies without dedicated analytics teams, aggregate existing dashboards rather than building your own.If you're at a smaller company or startup as the firs...
293 Views
Ting VP of Marketing • 4mo
Look at funnel metrics - if your positioning isn't working, you'll see it in lead generation, demo requests, and sales cycle length.If your positioning isn't working, you...
299 Views