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Establishing Product Marketing

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

7 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

653 Views

How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?

12 Answers

Gregg Miller

Oyster® VP of Product Marketing • October 8

30 days: Balance being an absolute sponge and learning by doing. Be a sponge by reading every doc you can get your hands on (enablement materials, case studies, team quarterly/annual plans, research studies, etc.), talking to as many prospects and customers as possible, and scheduling 1:1s with b......Read More

7243 Views

What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.

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

15 Answers

Sharadhi (Gadagkar) Patel

Hopin Director, Product and Solutions Marketing • June 1

This is a great question, and one that I ask most of the candidates I interview at some point in the process. The kinds of materials I like to see are dependent on the job they’re being hired for, but generally speaking pitch decks, sales one-pagers, competitive battlecards, messaging docs, launc......Read More

5600 Views

How do you measure the contribution of Product Marketing to the growth result?

Oftentimes, PMM does not directly execute the campaign but rather provides a foundation or collaterals for sales and marketing to use. How do we calculate our percentage of contribution to the final results?

4 Answers

Vanessa Thompson

Twilio Vice President Product Marketing • October 27

I encourage my team to be the ‘mini CMO’ for the products they cover. That means the single biggest metric to measure is pipeline (with a focus on pipeline generation). Depending on the specific in-quarter activities we have going on around sales enablement, we can see a dedicated focus on sales......Read More

1805 Views

If you had to pick 3 measures to help track the impact of product marketing over time, what would they be and why?

3 Answers

Jasmine Jaume

Intercom Director, Product Marketing • October 26

It is classically difficult to directly measure PMM work, given our work is so cross-functional and many goals will be co-owned with other teams. It also depends on the focus of your team and each PMM - for example, we measure the effectiveness of our Enablement group differently to that of a gro......Read More

694 Views

When you have a product marketing team and a marketing team how do you draw the line internally?

1 Answer

Charlene Wang

Payrix VP of Product Marketing • June 6

Every marketing team operates differently, so the answer depends on the organization. In general, Product Marketers own the core positioning of the company & products and are responsible for translating this into messaging that wins deals and market share. To do so, Product Marketers need to ......Read More

514 Views

What framework do you use to lead and communicate Product Marketing?

2 Answers

Charlene Wang

Payrix VP of Product Marketing • June 6

I like to start by defining what is Product Marketing, what we care about, and why it matters. What is Product Marketing? Product Marketing lives and breathes everything surrounding our target audiences. We deeply understand and empathize with audiences internally and externally, creating di......Read More

531 Views

What are the challenges one should be aware of when setting up a new PMM function inside the org? How can one overcome them -- any tips?

5 Answers

Meredith Davis Shields

LendingClub VP, Product Marketing • July 26

If PMM is a new discipline within your org chances are other teams were "covering" PMM unofficially. This could mean product managers trying to wear marketing hats or lifecycle / brand marketers pitching in to support product. My advice is to start developing a rapport with PM leadership out of t......Read More

554 Views

How do you manage the transition from being the sole person responsible for product marketing activities to now having someone else who can share the burden?

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?

4 Answers

Jason Oakley

Klue Senior Director of Product Marketing • January 5

This is a really great question, and something I think a lot of poeple struggle with. I've found this article from First Round Review really helpful. It's based on Molly Graham's concept of "Giving Away Your Legos." A quote from Molly – "If you personally want to grow as fast as your company,......Read More

526 Views

You're the new PMM for a B2B SaaS company that has 40 people and is starting to scale. What should you aim to do in your first month and your first quarter?

8 Answers

Lauren Barraco

Inscribe VP, Marketing • December 15

Start building the foundational materials - product positioning, the pitch deck, messaging guides, launch processes, etc. and get alignment on these early! It's critical to get these pieces done first so that you can scale effectively. As a team of 1, you are going to need to rely on the other pe......Read More

1383 Views