Dana Barrett

Dana Barrett

Head of Global Product Marketing, Asana

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Dana Barrett
Head of Global Product Marketing
I spent a lot of time in my early career worrying about getting to the next promotion and how I was progressing versus my peers. Looking back now, this was all wasted energy. I wish I had been more focused on learning and picking up as many skills and experiences as possible. I also wish I had be...more
Dana Barrett
Head of Global Product Marketing
Yes, the easiest way to make this transition is to try to move into the Product Marketing org in your current company. I recommend getting to know some of the folks on the Product Marketing team. Ask them about their jobs and figure out if there are things you can do in your current job to prepar...more
Dana Barrett
Head of Global Product Marketing
Every product marketing org is different, but there are typically three big areas that may or may not be included in a product marketing org including, inbound (working more closely with Product), outbound (or GTM, working more closely with Sales), and compete (often supports competitive needs of...more
Dana Barrett
Head of Global Product Marketing
You are 100% correct that the hardest part of a PMMs job is managing without authority. Often, PMMs rely on shared resources or centralized teams to get their job done. I have found three things work really well in managing without authority. They are all hard and take time, but they are effectiv...more
Dana Barrett
Head of Global Product Marketing
You do not have to have direct reports to develop some of the skills you will need to be a good manager and demonstrate that you are ready to take on the challenge of managing a team. Many PMMs have to mobilize large cross functional teams to get work done. To do this well, you need to set a cle...more
Dana Barrett
Head of Global Product Marketing
It's hard to break into product marketing with no experience as it is a tough job. PMMs have to manage a lot of cross functional stakeholders and are often responsible for executing large, complex launches. My suggestion is to enter a company in a function where you have experience and network yo...more
Dana Barrett
Head of Global Product Marketing
I started as an IC and was working on a product that was on the verge of being deprecated. Fast forward three years, and I got a promotion and was managing a team of 9 people. How did I do it? Well, the short answer is that I delivered results. I saw an opportunity to grow the product I was assi...more
Dana Barrett
Head of Global Product Marketing
I don’t think there is a typical career path to get to VP or CMO. That said, many CMOs for tech companies have product marketing experience, so it's a good place to start if your ultimate goal is to be a CMO. From my perspective, the VPs and CMOs that I admire most have often worked in a range of...more
Dana Barrett
Head of Global Product Marketing
I don’t think there is a typical career path for Product Marketers. I personally started my career in investment banking and consulting and transitioned into a corporate role via Operations. I made the transition to Product Marketing by networking and building relationships while I was working in...more
Dana Barrett
Head of Global Product Marketing
I look for a couple of things:  1. Can they proactively identify and solve problems? 2. Are they coachable? Do they have a growth mindset?  3. Are they able to drive cross functional alignment, with peers and senior stakeholders? 4. Are they acting as a mentor and coach to others on the ...more
Credentials & Highlights
Head of Global Product Marketing at Asana
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, CA