Communities

Alexa Scordato

About

Currently: Marketer in Residence at Glitch + advising startups and coaching marketers. Previously: VP Marketing at Andela and Stack Overflow

Content

We are growing our product marketing team, and I'm wondering how to structure the roles and work for a team of three.

Alexa Scordato

TikTok PMO • August 13

Starting with those three functional responsibilities - insights, launch/go-to-market, and sales enablement makes a ton of sense for a team of that size. Depending on the current and future product set, I've also seen teams re-org to match customer segment (SMB, enterprise, etc.) or paired with a......Read More

1434 Views

What's the most effective way to scale a Product Marketing team beyond the first Product Marketing Manager?

Alexa Scordato

TikTok PMO • August 13

The first 2 PMM's are going to wear many hats and serve many masters. There's unfortunately no way around that given the breadth of the function. The biggest tension is striking the balance between supporting product, supporting sales, and establishing an operational cadence for go-to-market (GTM......Read More

1407 Views

What key metrics do product marketing managers need to meet in order to get promoted?

Alexa Scordato

TikTok PMO • August 13

Where to start? Every company has different policies for promotion criteria, but ultimately it needs to take into account 2 things: merit and business need. Business need has to come first. It means that there's a larger scope of a role that needs to be done - more responsibility and complexity w......Read More

1238 Views

How much do you tie revenue to your KPIs as a product marketer?

Alexa Scordato

TikTok PMO • August 13

It's a good practice for anyone at a company, regardless of function, to ask themselves how their role impacts the bottom line. I think of revenue as a shared goal that helps frame goals and initiativese, but when it comes to the actual work product, I usually lean on other KPI's that are more im......Read More

1185 Views

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

Alexa Scordato

TikTok PMO • August 13

My first piece of advice: Talk to your direct manager about this and make it known that a) you're interested in becoming a manager b) you'd appreciate any professional development they can provide in this area. The reason I call this out to start is because it's not always clear or obvious to man......Read More

1154 Views

How does the product marketing team's placement in the org chart (under marketing, product, etc.) effect your ability to influence the roadmap?

Alexa Scordato

TikTok PMO • August 13

If product marketing is embedded within product, what that usually tells me is that marketing is a secondary function to product. If you're operating within a product-led organization, the cadence of the business will be determined by product leadership and the roadmap they set. That said, market......Read More

1143 Views

Should product marketing report into Product management or Marketing?

Alexa Scordato

TikTok PMO • August 13

This is related to the question above with regards to marketing's ability to influence the roadmap. There's no right or wrong way to do this. It's a matter of the role a CEO wants marketing to play within the organization. When a product is nascent or acting as a challenger within the market, I f......Read More

1134 Views

How do you proactively identify areas of the business where PMM can add the most value and make the biggest impact?

Alexa Scordato

TikTok PMO • August 13

1. Is the business taking a product to market, trying to achieve product market fit, or accelerate demand? I recognize that some teams might say, "All 3!" but if you had to pick one, what's most important? 2. Based on the answer above, product marketing can flex towards supporting product vs.......Read More