Adam Kerin

VP of Marketing, Truepic

Content

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?

Adam Kerin

Truepic VP of Marketing • 4y

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...

2393 Views

What are the biggest surprises when going from a company where product marketing was established to one where you have to establish product marketing?

Adam Kerin

Truepic VP of Marketing • 4y

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 quickl...

1420 Views

What's the earliest stage a startup should consider hiring a Product Marketing Manager?

Adam Kerin

Truepic VP of Marketing • 4y

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 ...

851 Views

What skills of a Product Marketer are easier to improve or less of an importance? And what skills are harder to improve and have more significance?

Adam Kerin

Truepic VP of Marketing • 4y

Perhaps surprisingly, I believe the core deliverables and thinking of a PMM are easiest to improve. These are strategy frameworks, effective messaging and positioning, et...

571 Views

What is your advice for creating and/or improving the product marketing process when joining a small but growing team with no or little structure and an inexperienced management team?

Adam Kerin

Truepic VP of Marketing • 4y

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 ...

554 Views

How does product marketing differ between a small and large company?

Adam Kerin

Truepic VP of Marketing • 4y

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-s...

483 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?

Adam Kerin

Truepic VP of Marketing • 4y

Perhaps similar to HoneyBook, Truework has one core platform, but the fit within different industry verticals is completely different. Different features are the key sell...

471 Views

How do you prepare yourself to become a Product Marketing Director and manage a team, without any experience managing anyone previously?

Adam Kerin

Truepic VP of Marketing • 4y

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 col...

455 Views