Building a Product Marketing Team
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
1731 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?
Former SVP of Product Marketing at Quickbase • 5y
Internal comms is sometimes undervalued, but in my opinion, it is one of the most important parts of a PMM's role, especially because product marketing is one of the very...
1384 Views
Woven Head of Marketing • 3y
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
Splunk Director, Product Marketing | Formerly Morgan Stanley • 1y
The team sets up long-term priorities at the start of the year, and each member sets their objectives and goals every quarter. These are mapped to the objectives set by s...
822 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
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
Hightouch Head of Product Marketing • 2mo
I don't know if I have a simple answer to this question. This is more about my management and networking philosophy. First, I think great people beget great people. So I ...
281 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
ServiceNow VP Dev marketing, Community, Dev rel • 9mo
I develop PMMs with the same mindset I bring to product marketing itself: clarity of scope, progression through mastery, and deliberate cross-functional exposure.
Segm...
2804 Views
Adobe Head of GTM Strategy, APAC & Japan • 1y
I think one of the key issues with growing and scaling a team is losing track of what makes a great team. This starts with creating a culture of empowerment, safety, open...
2875 Views
Instruqt VP of Marketing | Formerly Mural, Twitter, Anheuser-Busch InBev • 1y
A lot of people will sum up the role of PMM as "the voice of the customer." However, this explanation falls short of clearly defining swim lanes and also crosses into oth...
1166 Views
Morningstar Head of Marketing, Enterprise Solutions | Formerly CaptureX, Medline Industries • 3y
I talked above about regional nuances, and how understanding those aspects of a region are crucial, but that doesn’t mean a huge shift in strategy is needed for every reg...
375 Views
Clari VP, Brand, Content and Product Marketing • 2y
I follow these 5 steps:I hire the "crème de la crème" playersI think through the best PMM org designI methodically stay aligned with our cross-functional partnersI commun...
959 Views
Clari VP, Brand, Content and Product Marketing • 2y
Simple. By showing impact. And you would show impact in an always-on dashboard (online), or deck.Then, overcommunicate. Keep it fun and playful. Send a monthly newsletter...
891 Views
ServiceNow VP, Product Marketing - CRM • 2y
Ability to get stuff done while also driving strategy. To me, a PMM leader still needs to roll up their sleeves and driving a keynote deck, create foundational messaging ...
1463 Views
Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 11mo
This is an age-old question, and difficult to answer because PMM looks different from one company to the next. The most broadly applicable advice is to get product market...
2577 Views
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 11mo
One of the biggest challenges is starting to let go of executing everything and learning to delegate (it can be hard to give away your legos).This means spending time:Cre...
578 Views
Okta SVP Product Marketing • 3y
Team alignment --> Map your PMMs to your PMs or their teams as much as possible. Embed them into the PM rituals like release planning, release reviews etc (not at th...
1380 Views
TikTok PMO • 6y
It's a good practice for anyone at a company, regardless of function, to ask themselves how their role impacts the bottom line. I think of revenue as a shared goal that h...
1898 Views
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 1y
Yes, and I think there's various levels of how it's been misunderstood. The key is understanding where the disconnect between what YOU see Product Marketing is and where ...
1413 Views
SurveyMonkey Director of Product Marketing | Formerly Apple • 1y
At a high level I would expect somebody in a PMM role to have a few years of relevant experience and be able to act as the internal product / domain expert for the market...
1104 Views
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 11mo
A great PMM dashboard is an expression of your company’s strategy. Start with the business objective, define the key results that reflect your approach to that objective,...
3037 Views
Advisor & Investor | Product Marketing Expert | B2B | Formerly Pandadoc,Unbabel, McKinsey • 3y
There is no typical career path :) As a functional that interfaces and leverages cross-functional work and expertise across Marketing, Product, Sales, CS, and so on, you ...
1148 Views
How do you go about creating a product marketing plan from scratch for an early stage start-up?
What are the components (I assume competitive analysis, buyers, etc)?
Career & Leadership Coach/ Former Director, Product Marketing • 5y
I think the first step is to understand your buyers and market, so you can define who you're targeting and how you want to position your product. So as you say, competiti...
2520 Views
Adobe Director, Product Marketing & Strategy • 1y
Product marketing roles vary widely, but at its core, it’s about driving growth and retention. With that broad responsibility, collaboration is key, which can naturally l...
13969 Views
Adobe Head of GTM Strategy, APAC & Japan • 1y
The rule of thumb (in my opinion) is to always work backwards from the audience..i.e the customer! Who are you trying to speak to? Where are they? What 'version' of them ...
3762 Views
Pinterest Director of Product Marketing | Formerly Meta (Facebook), Spotify, Google, Monzo • 6y
Align your culture, the rest will follow. Drink up that company Kool-Aid. :-)
Then after, ensure the guidelines are practices are evangelized and understood. No one l...
1997 Views
MURAL Vice President, Segment Marketing | Formerly LinkedIn • 1y
I am a massive fan of what the team at Sprig is doing; they articulate a specific point of view and use clear, simple language to position technical features as the solut...
3704 Views
Personio Chief Marketing Officer | Formerly Microsoft, Autodesk, Dropbox • 6y
Great question! Far too often, major product launches end up being HQ centric, with launch events at HQ, customers on stage that are from the same city at HQ, execs that ...
2070 Views
Flexera Chief Product Officer | Formerly Rackspace, Dell • 3y
For me, the first thing I do when interviewing for a position or starting a new role is to understand what problems my hiring manager is trying to solve by adding me to t...
328 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 1y
The top three qualities of star PMMs are:An inherent bias for action. Great PMMs GSD, it's a defining part of what we do and who we are. It's difficult to build trust and...
1447 Views
Lucas Advisory Strategy & Go-To-Market Advisor | Formerly Fundbox • 3y
Always! PMM roles are all about navigating through ambiguity. I like to provide a recent example we worked though and see how they would approach it. I try and get a sens...
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3 Views
JFrog SVP Product Marketing | Formerly Twilio, Cisco, Intuit • 4y
Let me answer a slightly different question, the one that does not get asked often - what are the biggest mistakes you have made and what did you learn from them? I have...
2159 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 1y
Here are some strategies to try out:Connect regularly with regional sales and marketing leadership to understand competition, buyer needs, and opportunities for revenue g...
1174 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 1y
We typically share the following KPIs cross-functionally to drive alignment between PM, PMM, Sales, and CS. While this may seem like a long list with high-level metrics, ...
1551 Views
Grow Progress VP Marketing • 1y
Some voices I really enjoy and you might want to explore for your needs:https://www.courageous-careers.comhttps://www.pmmcamp.comhttps://www.mkt1.coIt would also be great...
2089 Views
Virta Health Director of Product Marketing • 3y
As a PMM, Sales is a main stakeholder that we help support. You can think of them as a "buyer" or consumer of your work so many of the same tactics and best practices tha...
843 Views
Former SVP of Product Marketing at Quickbase • 5y
To scale any team you want to do it thoughtfully, and have a clear plan in place before you go on a hiring binge.
Have the right foundation in place before you bring on...
1253 Views
Moloco Product Marketing Director • 1y
I would really advise you to implement a tiering structure to help with prioritization of potential impact against your team's resources so that you get the rest of the o...
5576 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 1y
For series A or any early-stage start-up, I'd hyper-focus on really nailing product market fit (PMF) through deep engagement with customers who are actively using your pr...
1344 Views