30 days: Prioritize understanding your customers, your product, and your company:
- Shadow customer calls (or listen to recordings if they exist).
- Get to know your cross-functional partners - schedule time with people from product, sales, marketing, engineering, design, etc. This will help you understand areas of opportunity as you establish relationships internally.
- Learn about your product - get access to a sandbox account, read the documentation, read case studies, etc.
- Educate your company on what product marketing is and how other teams can work with you.
- Ask a lot of questions!
60 days: Plan and validate
- Based on what you've learned, start creating a plan for what you and your team should prioritize over the next quarter and year.
- Share your plan and priorities broadly to get feedback and adjust your plan based on that feedback.
- Develop a hiring plan and start recruiting.
- Continue meeting with customers, teammates, etc.
- By the end of 60 days, try to get a quick win out: revamp the pitch deck, launch a new product/feature, etc.
90 days: Execute and refine
- Focus on hiring and recruiting - the PMM market is really competitive and recruiting takes time.
- Continue meeting with customers, teammates, etc. Product marketing is one of the most cross-functional roles - your cross-functional relationships are really important.
- Continue to share your plan, progress, and accomplishments.