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Product Marketing Team

What have been your biggest learnings on scaling a business globally?

5 Answers

6sense Senior Vice President Product Marketing • July 20

Cultural nuances are a real thing. Get comfortable with not having the same amount of high touch, but bear in mind that the regional differences do matter. In the UK words that we would spell with a Z (materialize) are spelled with an S (materialise). These innocuous differences do matter. In a f......Read More

520 Views

How do you work with the cross functional teams? And what are the key goals and deliverables for each of the below? 1) PMM with Sales 2) PMM with CSM 3) PMM with Marketing 4) PMM with Product

8 Answers

Jasmine Jaume

Intercom Director, Product Marketing • October 26

This is a big question! It would be impossible for me to detail all the ways we work with these teams, but at a high level: * Sales & CSM: I'm bundling these two together, as the type of work we do with each is similar at a high level. We work closely with sales leaders and the sales enab......Read More

1046 Views

What are some unexpected challenges when it comes to influencing and creating a product marketing strategy with a global team?

7 Answers

Susan "Spark" Park

Meta Head of Product Marketing, VR Work Experiences, Oculus • May 26

Expected: * Working with multiple timezones * Language barriers/poor translations * Cultural issues * Getting individuals to focus on the team dynamics so we can work as a global unit * Countries/regional teams coming up with their own narratives and strategies. Unexpected * Distr......Read More

1584 Views

How do you define 30-60-90 plans for senior PMM hires? What do you expect from newly hired PMM leads in terms of achieving KPIs?

3 Answers

Jon Rooney

Unity Vice President Product Marketing • August 23

For new senior PMM hires (like Sr. Director/Director team leads), I think of 30-60-90 plans to follow a basic flow: assess (30 days), design (60 days), run (90 days). During the "assess" phase, a senior PMM has to listen, observe and learn as much as possible: meet the team and figure out the......Read More

7467 Views

How do you stay aligned while agile?

4 Answers

Jam Khan

6sense Senior Vice President Product Marketing • July 20

Trusting the team and tracking key results and progress versus tracking what people are working on. Tracking what they are working on ends up being micromanagement. Things can change fast, especially if you're in a startup. Stay agile, get disciplined about the key results you feel support th......Read More

537 Views

When building a team, how would you ideally split responsibilities? By product line? By PMM function (CI, enablement, GTM, etc)?

9 Answers

Suyog Deshpande

Samsara Sr. Director | Head Of Product & Partner Marketing • June 30

DO IT ALL -> FUNCTIONAL -> BY PRODUCT -> GRID It depends on the size of your team and the maturity of the company. Typically what I have seen is that - * With 1-2 PMMs - it's "do it all" approach. These PMMs take on all responsibilities - Positioning, Messaging, Launches, Product GTM......Read More

770 Views

How do you build product marketing for a company that doesn’t understand the function?

3 Answers

Kristen Brophy

National Basketball Association VP, Direct to Consumer Marketing • March 24

Product marketing is a relatively new function so this is a question I get a lot. A great way to help companies undestand the PMM function is by helping them understand the value of product marketing. There are all sorts of way to establish value. One place to start is by clearly defining wha......Read More

779 Views

What has worked well (or has not worked) as far as positioning your product marketing team within a larger marketing org?

10 Answers

Carrie Zhang

Square Product Lead • November 16

Great question. I always tell my team that as product marketers we are the bridge between product development and the broader marketing & sales teams. We focus relationship building and collaboration in 3 areas: 1. Product (development) team. At Square PMMs are embedded within the product t......Read More

4010 Views

What's the biggest weakness you see among experienced candidates for product marketing positions?

3 Answers

Katherine Kelly

Benchling Head of Product Marketing • May 19

I'll tell you a few of the red flags that immediately turn me off a candidate: 1. too many "I" statements. PMM is so collaborative, so cross-functional...if you are making it sound like YOU did all this stuff on your own, either I fully doubt it, or in fact that tells me something was wrong. ......Read More

705 Views

If your product marketing team is only or two people responsible for covering multiple products with complex features, how would you recommend dividing the workload in the short-term so as best to support long-term growth and expansion of the team?

(context: small company, still establishing product marketing function, no senior marketing leader to guide, lots of room to carve own path, looking for best ways to support success!)

9 Answers

Sarah Din

Quickbase VP of Product Marketing • January 19

There are always going to be a million things that you feel need to be done. PMMs by nature want to take on everything, but the fact is, even though things might seem critical, not everything needs to be done right away. Especially in the absence of a senior marketing leader who can help triage p......Read More

784 Views

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