Establishing Product Marketing
20 Answers
Gregg Miller
PandaDoc VP of Product Marketing & Brand • October 8
At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More
5398 Views
4 Answers
Jasmine Jaume
Intercom Director, Product Marketing • October 26
Many of us in PMM came from a different discipline, so know that it's very common and very doable! I myself came from an editorial background (I studied journalism and worked for an online magazine), then moved into an analytics/reporting role, then into community management, and then into PMM! ......Read More
1064 Views
4 Answers
Harsha Kalapala
AlertMedia Vice President Product Marketing • April 15
The first step to engaging other teams is to make sure they are a key contributor to the go-to-market plan, and they are not just on the receiving end being told what to do. I try to understand the organizational goals of a launch, and also pay attention to what are the success metrics/criteria f......Read More
1174 Views
1 Answer
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • April 9
Being able to craft a compelling narrative for your product or solution that is targeted, differentiated, and drives urgency is one of the core skillsets of a PMM at any level. As you get more senior the scope of that narrative changes. Instead of covering one solution area or one particular audi......Read More
448 Views
10 Answers
Gregg Miller
PandaDoc VP of Product Marketing & Brand • October 8
I’m assuming this question is about moving from a focus on the “last mile” of the go-to-market process entailing sales enablement and product launches to more “upstream” go-to-market strategy activities like identifying market opportunities, defining target segments in the market, partnering with......Read More
2238 Views
2 Answers
As a first PMM at any company you first want to establish your charter and define key areas of responsibilities based on company priorities. Based on that, you'd want to identify where the gaps are and build a hiring plan. If you are B2b, you likely need to support both product and sales effor......Read More
1047 Views
17 Answers
Gregg Miller
PandaDoc VP of Product Marketing & Brand • 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
9655 Views
When thinking about adding new talent to your team, how do you structure focus areas like Customer lifecycle stage, Persona, Areas of the product and Functional expertise?
We only have one product at HoneyBook but PMM does a lot of different things, ie, lifecycle marketing, research, competitive, feature launches, etc.
9 Answers
Patrick Cuttica
Square Product Marketing Lead • October 15
This will vary from company to company depending on what industry you’re in, the make-up of your product portfolio, what your go-to-market and sales strategy looks like (are you strictly enterprise-focused or SMB-focused? Do you sell across all segments? etc.), the overall stage of the company, a......Read More
1721 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?
13 Answers
Kristen Ribero
Greenplaces VP Marketing • July 18
In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ......Read More
2139 Views
2 Answers
Austin Carroll
Brex Sr. Product Marketing Manager, Financial Product • January 25
I'm always looking for PMMs that are excited to be there. It seems small, but if they have done research on the company and (even if they have never worked in the industry/space before) can point to something in their background that shows me they have a true interest, that's a standout candidate......Read More
489 Views