Eric Petitt
Vice President, Marketing, Glassdoor
Content
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 ...more
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...more
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 ...more
(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...more
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...more
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...more
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...more
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 ...more
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...more
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. ...more
Credentials & Highlights
Vice President, Marketing at Glassdoor
Product Marketing AMA Contributor
Lives In San Francisco
Work with Eric
San Francisco, CA
Los Angeles, CA
Austin, MB
Chicago, IL