Andy Schumeister

Director of Product Marketing, Sourcegraph

Content

How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?

Andy Schumeister

Sourcegraph Director of Product Marketing • June 8

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 he......Read More

9114 Views

What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.

Andy Schumeister

Sourcegraph Director of Product Marketing • June 8

Try to align your portfolio with the job description: * If the job description focuses on messaging and positioning, share an example of a messaging framework or landing page that you put together. * If the job description focuses on launching products, share an example of an Asana board......Read More

2821 Views

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

Andy Schumeister

Sourcegraph Director of Product Marketing • June 8

I generally use a modified version of the Eisenhower Matrix (I just learned the name). On the spectrum of "not urgent to urgent" and "not important to important," you should prioritize the deliverables/needs that are both urgent and important. When you're the first product marketer, it's easy to ......Read More

1183 Views

What is your 30-60-90 day plan when you go into an org with the intention of setting up Product Marketing function for the first time?

Andy Schumeister

Sourcegraph Director of Product Marketing • June 8

967 Views

Knowing that marketing is always trying to quantify their metrics, how are you in Product Marketing quantifying the ROI of your work?

Andy Schumeister

Sourcegraph Director of Product Marketing • June 8

While there is no "one size fits all" metric that works for product marketing, my recommendation is to try to align your goals with either sales, demand gen, or product depending on what you're working on. Ideally, you'll have explicitly shared goals with one or more of the cross-functional teams......Read More

927 Views

How do you increase the Product Marketing function's ability to be a more strategic player in the company and not just the launch arm of the feature factory?

Andy Schumeister

Sourcegraph Director of Product Marketing • June 8

Ultimately, it takes time to build relationships and prove your ability to add real value to be seen as a strategic player vs a launch arm. This can be done by leading a successful product launch, shipping a new pitch deck for sales, being the best resource for competitive intelligence, etc. For ......Read More

702 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?

Andy Schumeister

Sourcegraph Director of Product Marketing • June 8

The biggest surprise is that even though product marketing may not exist as a function, the company is already doing product marketing: launching new products, pricing and packaging, creating messaging and positioning, etc. The challenge is that this work likely doesn't have a clear owner and is ......Read More

534 Views

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

Andy Schumeister

Sourcegraph Director of Product Marketing • June 8

The biggest difference is the level of specialization. At a smaller company, PMMs should be generalists. One quarter they may be working on bringing a new feature to market and another quarter they may be revamping the pitch deck. As the company grows and evolves to become a multi-product company......Read More

509 Views

How do you coordinate and work cross functionally with the product team to create commonly shared KPIs?

Andy Schumeister

Sourcegraph Director of Product Marketing • June 8

Great call to have commonly shared KPIs with the product team - this is the best way to ensure mutual success. When it comes to product launches, it depends a bit on what you're launching. If your company has a "core" product and you're launching a new SKU or a product with a separate revenue ......Read More