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Eric Petitt
Vice President, Marketing, Glassdoor
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Eric Petitt
Glassdoor Vice President, Marketing • March 17
It is interesting you say that, because my colleague Sophia and I were talking about it and have felt like there’s been a bit of a renaissance in PMM hiring right now. Organizations seem to get the value of PMM more than ever. Maybe tech companies are getting some marketing religion - they can’t ......Read More
1434 Views
Eric Petitt
Glassdoor Vice President, Marketing • March 17
To drive alignment, make something that execs can respond to. Recently, I created an example “future state” pitch deck to articulate a future narrative for Glassdoor. It wasn’t perfect, but it helped drive discussion and alignment on overall company positioning and direction. But in general, mak......Read More
1345 Views
Eric Petitt
Glassdoor Vice President, Marketing • March 17
Product marketing is so often misunderstood, and a lot of CMO’s didn’t grow up with it so they don’t particularly understand it. Still other CMO’s struggle with the PMM orgs that seem to spend more time on things they can’t see or aren’t held accountable for inside their own marketing org. And, l......Read More
965 Views
Eric Petitt
Glassdoor Vice President, Marketing • March 17
Your founders will have a stronger org when they eventually trust product marketing with more control over messaging. If you can, start with research. Talk to prospects and customers and show how they respond to different approaches. And test and learn. If you have an existing audience base, you ......Read More
941 Views
Eric Petitt
Glassdoor Vice President, Marketing • March 17
(This answer from my fearless colleague Sophia Fox) As a junior pmm, recommend being strategic about the types of projects you work on, and in what capacity. Cannot emphasize enough taking the initiative to seek out and work with your manager and cross-functional partners to identify where pmm ca......Read More
925 Views
Eric Petitt
Glassdoor Vice President, Marketing • March 17
If I was an exec at your company, I’d want to understand what is awful about this pitch (share research, client feedback?), what evidence you can provide that it is hurting my business (do an a/b pilot?), and what you think good looks like (comparative/competitive examples?). If you brought that ......Read More
759 Views
Eric Petitt
Glassdoor Vice President, Marketing • March 17
It starts with making sure the c-suite knows where you fit in to business outcomes. What are your OKR’s for the quarter, for the year? Is there a straight line between your priorities and the key opportunities for the company? Have you shared them? The second is making sure you are being heard. ......Read More
670 Views
Eric Petitt
Glassdoor Vice President, Marketing • March 17
First, this is so hard! I have been through a few turns of this and candidly I’d say not every company is ready. There are companies that are just not ready to have a strategic pmm org. Maybe their product org is still maturing, or not on secure footing for some reason. It is especially hard to h......Read More
609 Views
Eric Petitt
Glassdoor Vice President, Marketing • March 17
Getting senior alignment is a key strategic role for PMM - we can be powerful bridges and connectors. Whenever there is a clear difference of opinion the best thing I’ve found is to bring the customer more fully into the room. Bring research to bear on the problem. You can be a powerful tiebreake......Read More
525 Views
Eric Petitt
Glassdoor Vice President, Marketing • March 17
I’m not certain the stakeholders and leverage have changed much in my experience with different company sizes, although resources clearly do. As you grow from startup to tween/teen and mature, the stakeholders diversify with the added resources that come from business growth. Sophia and I have ge......Read More
421 Views
Credentials & Highlights
Vice President, Marketing at Glassdoor
Product Marketing AMA Contributor
Lives In San Francisco
Knows About Product Marketing Career Path, SMB Product Marketing, Pricing and Packaging, Messagin......more