Establishing Product Marketing

Any advice on KPIs tied to product launches?

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?

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?

12 person company, 3 brand marketers, 1 product marketer. We need to test growth channels before investing in paid media.

Have any of you created a centralized research repository (or something similar) to summarize key customer research and insights, personas, customer interviews, positioning and messaging for different industries or segments, etc.? My team is looking to create something that is easily accessible by many people in our company but also easily editable to add or update information as we continue gathering more insights as time goes along. I really want it to be easily searchable as well, so our product teams and content marketing team can find things for specific insights, features, industries, etc. We use Microsoft so bonus points if you use any Microsoft tools for this, but open to any and all ideas!

One of the biggest changes when managing people and a team is handing off the responsibility to others. This is tough to do when you're so used to handling everything yourself. Any tips or suggestions on how to best make that transition?

Do you use ever use NPS or any other survey style?

I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.

The demand gen teams can optimize pipeline, MQLs and costs per lead. The sales people work to meet their quotas. Marketing support completes tickets within a time window. What objective measures do we PMMs have?

I'm on my 5th year of product marketing in my career, with another 5 years before that in general demand gen at very small companies. I've had management experience in the past, but not in a Product Marketing role. Often times in smaller companies, there will be 1 or 2 PMMs, usually in a very flat hierarchy, or a single boss, with no room to really move up a proverbial ladder and into management experience. So what are ways that I can prepare myself now, so that if the time comes to apply for a Director position (either internally or at another company) that I can be considered even without recent people management experience? Are there any courses for this that are highly regarded in the management arena?

Product Marketing is new to our organization. A lot of folks don't understand the role. Additionally, it's very difficult to identify metrics for this function. What do you recommend in terms of how to earn buy-in, as well as where to start in the beginning to be able to add value?

Still in startup mode, our Product Managers are very tactical and development focused. They don't have the ability to work directly with Marketing on positioning, messaging or competitive analysis. Essentially, reactive. How do you suggest creating a Product Marketing workflow that helps close this gap?

One approach would be for Product Marketing to build the deck and prove it to sales. BUT, that could be a huge waste of time. What other options exist?

I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.