Christine Sotelo-Dag

If I were assigning this work, I'd expect to see the common elements of a GTM plan outlined (not necessarily the content, but the outline for sure). I'd look for elements such as  Who is the core audience  What is their current pain (before using your product) How does your product solve that pain (what value does your product provide)  What are the reasons the audience should believe you (proof points)  What strategies will you implement to reach this audience based on what you know about them  ...Read More

Our product marketing org strucuture is made up of 6 groups. Most of our groups are aligned directly to product, and how product strucutres their org. So each product group that is focused on building customer facing product - has a PMM group aligned to it. We refer to these PMMs as "full stack" PMMs partnering closely with product in defining roadmap and scope and GTM teams in bringing new products and features to market.  We also have a group focused on enablement - supporting our customer fac ...Read More

Outside of researching common product marketing interview questions and generic interview prep like that, I think the best resources probably live on the hiring organization's website and resources. Learn as much as you can about the organization, how they position themselves, who their core audience is, the competitive landscape. This is going to take your interview to the next level and really help the hiring manager see you in the role as you already have a baseline knowledge of the organizat ...Read More

This is a great question, and one I thought deeply about prior to starting at Mode. Thankfully, I had a nice long break between Intercom and Mode which I leveraged for lots of down time 😉 but also as a time to reflect on how I wanted to approach those first 90 days. First, I'd recommend reading 'The First 90 days' by Michael Watkins. There was a lot of great information in here that I definitely borrowed from. Here is a birds eye view of how I applied it:  First 30 days - Listen! This can often ...Read More

First and foremost it is critical to make sure that Sales has plenty of visibility into what product is building, timelines around availability, and how PMM plans to take it to market (what tier/priority is the launch). For any Tier 1 or Tier 2 launch, PMM should align with Sales Enablement on  What is being built Why it's being built now Who is the audience (existing customers/prospects) What is the persona How does this compare to competition  Value pillars for customers  From there, Sales Ena ...Read More

I always like to hear from product marketers what companies they believe do product marketing well, and why. Before I go into what makes a good answer, I'll point out that there is a difference between a good product and good product marketing. Many times I'd hear all about why a PRODUCT is great, but not enough about how their marketing was great. I'd also say that although companies like Apple and Patagonia have renowned product marketing - it is sometimes more beneficial to focus on the examp ...Read More

As a first (and oftentimes only) product marketer at a company, prioritization is the mother of all skills. The framework I would apply is a natural extension of the 30/60/90 day plan outlined above. Prioritization can only come once there is a decent amount of work done to understand the current state and needs of the business, and your fellow cross-functional counterparts. That said, there are some tangible and practical ways to approach prioritization.  1. Build out your team (functional) cha ...Read More

This is a hard question to answer because it is pretty dependent on your company's industry, business model, gtm strategy, etc. However, I'll give some examples I've come across in my experience.  1. Website. As a marketer, your website is your storefront - and there are endless ways to continue to improve it to maximize results. Whether your business is built on a self-serve model or you are 100% sales-led - the role of the website is an integral one - spefically in letting prospects and custoe ...Read More

I think the best way to talk about messaging and positioning in your interview process is less focused on the output of that work, and more focused on the 'how' behind how you go about driving that work.  What framework do you use?  How do you identify your key value propositions and the parts of your product that ladder up to those propositions?  How have you identified your core audience(s), and how to position your offering for them?  How do you validate that your messaging resonates with you ...Read More