Jason Oakley

Senior Director of Product Marketing, Klue

Content

What's your best product marketing 30-60-90 day plan to make a big impact at a new company?

Jason Oakley

Klue Senior Director of Product Marketing • January 5

I don't split it out into 30-60-90 day increments, but within that period, these are the things I'd suggest doing: 1. Get to know your product - get demo certified, the same as your AEs 2. Start building key relationships internally - have lots of 1:1s 3. Create battlecards for your top 2-3 c......Read More

12735 Views

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

Jason Oakley

Klue Senior Director of Product Marketing • January 5

I'm still trying to master this one, but here's what I'm doing at Klue (I'm in my first month at the company). Create your PMM Charter With the input of your boss and other leaders in the company, you'll first want to define what PMM looks like at your org. This helps set the guardrails for wh......Read More

5644 Views

Knowing that marketing is always trying to quantify their metrics, how are you in Product Marketing quantifying the ROI of your work?

Jason Oakley

Klue Senior Director of Product Marketing • January 5

1. Sales win rate, more specifically competitive win rate Make sure that you're reps are populating a "primary competitor" field in your CRM so you can track this effectively. You'll then be able to track win rates over time and show how your efforts to enable your team with comp......Read More

2344 Views

What are the most common mistakes you see candidates make during an interview for a product marketing position?

Jason Oakley

Klue Senior Director of Product Marketing • January 5

They know very little about our market, product, and competitors, and haven't really made an effort to learn. One way to stand out in the interview process is to show that you have a solid understanding of what the company does. If you can confidently speak about their competitors, talk about t......Read More

1115 Views

What functional work do you prioritize as a PMM? Anything you should NOT focus on initially?

Jason Oakley

Klue Senior Director of Product Marketing • January 5

A lot of this depends on the size, stage, and goals of the company, but here's how I suggest approaching prioritization. Create your PMM Charter With the input of your boss and other leaders in the company, you'll first want to define what PMM looks like at your org. This helps set the guardra......Read More

1087 Views

What are the top 3 potholes to AVOID when establishing or building out the Product Marketing function at a company?

Jason Oakley

Klue Senior Director of Product Marketing • January 5

I can't think of three good ones right now, so I'll give you two of my favourite: 1. Saying yes to everything When you come in as the first PMM, people are going to be throwing projects at you left and right. It's easy to say yes to everything, after all, who wants to say "no" in th......Read More

939 Views

How do you blend and separate responsibilities between interrelated marketing roles like Product Marketing, Growth Marketing, Sales Enablement, and Content Marketing?

Jason Oakley

Klue Senior Director of Product Marketing • January 5

It's challenging because there are so many overlaps, but I think it boils down to clear, consistent communication. And maybe breaking it down into how you work (or don't work) together on a project-by-project level. For example, on a product release, your committee will likely include people fr......Read More

927 Views

When establishing the PMM function in an org, how can you manage expectations and change perception if leadership (CEO, Founder, CMO) have a different interpretation of the role?

Jason Oakley

Klue Senior Director of Product Marketing • January 5

Assuming you were hired for this role, I think that this type of conversation should ideally happen before you accept the job. Asking a question like "what vision does the CMO, Founder, CEO, executive team, etc. have for this role?" Even just digging into the job description and asking for more d......Read More

840 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?

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

804 Views

What is your 30-60-90 day plan when you go into an org with the intention of setting up Product Marketing function for the first time?

Jason Oakley

Klue Senior Director of Product Marketing • January 5

I actually did a presentation on this about a month ago, which you can watch here. I don't split it out into 30-60-90 day increments, but within that period, these are the things I'd suggest doing: 1. Get to know your product - if your sales team has demo training, consider going through ......Read More

790 Views

Credentials & Highlights

Senior Director of Product Marketing at Klue