Adam Kerin

Perhaps similar to HoneyBook, Truework has one core platform, but the fit within different industry verticals is completely different. Different features are the key selling points, there are different buying personas, and a different sales pitch all means we want different PMMs focused on these ...more

I expect that this small and less experienced team is also more reactionary and tactical rather than proactive and strategic. That’s OK to a degree when in fire-fighting and startup mode, but product marketing can help improve this with your overall launch and GTM process. Start by aligning with...more

As an individual contributor today, you can demonstrate your ability to manage projects and influence and lead people who do not directly report to you. This could be collaborating and convincing the product team of a new feature to win a new segment, or in effectively managing the many pieces an...more

I’ll caveat this answer largely depends on your company’s goals, existing team structure, and culture. One should never parachute into a new company with a rigid 30/60/90 plan or assume the recipe for success in your last role will apply here. First month = Big picture Learn both your people an...more

The two startups I joined as the first PMM were ~100 employees and both were for technical software products. In this space, my perspective is the founding and technical teams should be maniacally focused on building for a target customer or segment. Once they’ve established those early adopters...more

While a large company will have a dedicated individual or even team to a particular function, like competitive analysis or social media, at a startup you may be the one-stop-shop for all things marketing. At Truework for example, we’re building the entire marketing org from scratch. I jokingly s...more

I’ve been the first PMM at two startups now. It's been pleasantly surprising how impactful some of the basic PMM tools are when applied for the first time, and how quickly you can see their impact. Things as foundational as customer interviews, launch trackers, and announcement tiers have an ove...more

Perhaps surprisingly, I believe the core deliverables and thinking of a PMM are easiest to improve. These are strategy frameworks, effective messaging and positioning, etc. You’ll learn most by doing, and get better with time, especially with retros to look back on previous launches and strategie...more