Tamara Grominsky

VP Product Marketing & Lifecycle, Kajabi

Content

As head of PMM at a startup, how did your PMM team grow over time, e.g. what positions did you hire, when, why? How did divide scope of responsibilities? What were the most strategic hires you made, including non-PMM titles if any?

Tamara Grominsky

Kajabi VP Product Marketing & Lifecycle • May 12

In the beginning, you'll most likely have a smaller PMM team - maybe with just one PMM. That means you'll need a well-rounded PMM generalist. Someone who is comfortable taking on everything from product launch to sales enablement to segmentation. Prioritization will be key to make sure the team i......Read More

1320 Views

How do you define product marketing differently in a product-led growth company vs. a traditional company with a normal sales and marketing funnel?

Tamara Grominsky

Kajabi VP Product Marketing & Lifecycle • May 12

I would argue that the definition of product marketing remains the same regardless of go-to-market motion. At it's core, product marketing is about identifying the right customer and markets that find your product valuable, positioning and packaging that value in a compelling way, and then drivin......Read More

1236 Views

Sometimes Customer Marketing falls under Product Marketing, sometimes it doesn't. If it does, where do you recommend the team focus? If it's a separate team, any tips on how to best work with them?

Tamara Grominsky

Kajabi VP Product Marketing & Lifecycle • May 12

Product Marketing and Customer Marketing go together like peanut butter and jelly! I just love to see the two teams working side by side, regardless of who they report into. Product Marketing should be the expert on the "target market" - by this I mean the core markets, customer segments and ......Read More

1130 Views

How do I measure sales enablement success?

Tamara Grominsky

Kajabi VP Product Marketing & Lifecycle • May 12

I've seen this done successfully a number of different ways. Here are a few common ones: 1. Usage - What is the % of your sales team that is using the content and collateral you are creating. If you use a competitive enablement tool like Klue, you'll be able to track usage and adoption ......Read More

993 Views

How do you decide wether or not to charge for a new functionality(saas)? it improves productivity, but it also helps lower time to value for certain kinds of users. How do you weigh up the relative value of shorter time to value vs MRR?

Tamara Grominsky

Kajabi VP Product Marketing & Lifecycle • September 15

Whenever we launch a new product or feature, I make sure we're aligned on the core business metric we want to drive. Is this a churn reducer? A top of funnel acquisition play? An expansion or ARPU play? This should help to guide how you frame the opportunity. If you're torn between a few pote......Read More

774 Views

For the first time we want to approach monetization in a structured way. So we're planning to run our first ever pricing project. How do we structure such a project?

Tamara Grominsky

Kajabi VP Product Marketing & Lifecycle • September 15

Taking the time to build out a structured plan is an amazing first step to ensure your project is successful - so happy to hear you're thinking about this from the beginning. I like to think about pricing projects in 5 phases: Goal Setting, Research, Strategy Development, Testing, Go-to-Market......Read More

701 Views

What are some resources you refer to when thinking about pricing & packaging? It's a new area for me and I'm not sure how to get started.

Tamara Grominsky

Kajabi VP Product Marketing & Lifecycle • September 15

Pricing and packaging is such an exciting area of product marketing, I'm thrilled to hear you're going to dig into it! Here are some of my favourite resources: * Price Intelligently/Profitwell blog - https://www.profitwell.com/recur/all/tag/pricing * Handbook on the Psychology of Pricing......Read More

679 Views

What potential risks or pitfalls does one need to know before starting a pricing overhaul?

Tamara Grominsky

Kajabi VP Product Marketing & Lifecycle • September 15

This will vary business by business based on your market position, your target customer profile, your go-to-market motion, and more. But in general, I usually highlight a few areas of concern for folks to be aware of before they jump into a pricing project: 1. Don't do everything alone. Pr......Read More

675 Views

How product marketing can initiate pricing and packaging conversations cross-functionally? Who all should be involved in a council to discuss and sign off?

Tamara Grominsky

Kajabi VP Product Marketing & Lifecycle • September 15

There are several different triggers that could spark this converstion - the launch of a new product/feature that is monetizable, competitive movement in the market, the decision to pursue a new adjacent market, an acquisition of a company, major changes in a key business metric, etc. In any w......Read More

672 Views

How can I get into product marketing from my current technical sales/enablement role?

Tamara Grominsky

Kajabi VP Product Marketing & Lifecycle • May 12

It's a great time to get into Product Marketing - demand is high, and supply is low. In my experience, great PMMs and PMs come from a wide variety of backgrounds, so there is no "one perfect path". They key is to take your existing skills and knowledge and position it in a way that matches th......Read More

640 Views

Credentials & Highlights

VP Product Marketing & Lifecycle at Kajabi