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Indy Sen

Hypergrowth Leader and Product Go-to-Market Advisor

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What's a typical product marketing career path?

Indy Sen

Hypergrowth Leader and Product Go-to-Market Advisor • July 24

That's a good question. I think it will vary based on when you start your career as a PMM and where. I've seen PMM leaders go on to be CMOs and founders, or successfully transition over to areas like product management and general management. In terms of roles/titles, you typically see a prog......Read More

2723 Views

What are some things one can do outside of their job to accelerate their career in product marketing?

Indy Sen

Hypergrowth Leader and Product Go-to-Market Advisor • July 24

Such a great question. I think the best thing you can do invest in yourself and "sharpen the saw". This is especially critical earlier in your career. A couple of approaches: 1.) Read - My mom has this saying: Books are like software updates for your brain. Yes, not all business books are spell......Read More

1986 Views

What skills are universally key to being a great product marketer?

Indy Sen

Hypergrowth Leader and Product Go-to-Market Advisor • July 24

Influencing: You need the ability to inspire and drive cross-functional teams, often without any of the "authority". Cross matrixed orgs FTW, baby. Storytelling: You can turn a plot into a narrative (see answer above). You have a knack for finding that storytelling hook that gets to your why thi......Read More

1333 Views

The job of a PMM can vary greatly from company to company, industry to industry, and even based on where they report to (Product vs Marketing). What have you found to be successful in defining your career as a PMM?

Indy Sen

Hypergrowth Leader and Product Go-to-Market Advisor • July 24

Yes, in my experience there are definitely a few org considerations that will shape your fortunes as a PMM, and navigating those will determine whether you're set up for success. 1. The first, as you allude to is the function you report into. I've been in orgs where PMM has been in marketi......Read More

1308 Views

What are the main functions that the PMM interfaces with and how do you see this changing over the next 2-5 years?

Indy Sen

Hypergrowth Leader and Product Go-to-Market Advisor • July 24

It's really the following three functions: product, sales and the greater marketing team. You will regularly interface with these three, and depending on the company will be deeply embedded with product and sales. undefined [https://i.imgur.com/pVKEG7T.png] The one way I see this changing is......Read More

1136 Views

What advice do you have for a current product marketing manager who's looking to grow his/her career in product marketing?

Indy Sen

Hypergrowth Leader and Product Go-to-Market Advisor • July 24

See my answer here in terms of what can help you personally grow as a PMM. In terms of moving up the ranks, the journey is probably similar to other marketing roles where beyond a certain level, you need to go from being an IC (individual contributor) to being a manager. To grow as an IC, and......Read More

1025 Views

Given that Product Marketing role definitions and skills vary so much by company, how do you develop a transferrable career path if you end up switching firms along the way?

Indy Sen

Hypergrowth Leader and Product Go-to-Market Advisor • July 24

No doubt your product, its value props and your audience will change from company to company. What doesn't change however is your job to be done as a product marketer, and the role you get to play. No matter what organization I've been part of, PMM has always sat at the intersection of produc......Read More

971 Views

What if any changes do you see product marketing facing over the next 2 years. A lot of industries and disciplines have seen disruption with the pandemic, what disruptions do you see facing product marketing?

Indy Sen

Hypergrowth Leader and Product Go-to-Market Advisor • February 4

I think the pandemic has been a reset moment for us all, in more ways than one. For Product Marketing, it's put a renewed onus on equipping your teams with messaging that resonates and also make the case that your product is not a nice to have, but a need to have. We've gone through similar c......Read More

867 Views

When coming up with positioning and messaging as part of GTM plan, which key stakeholders/teams (in addition to product and sales) should weigh in?

Indy Sen

Hypergrowth Leader and Product Go-to-Market Advisor • February 3

Looks like this question got the most upvotes so let me start with it and try and give as much context as I can. At Google we had the following heuristic for marketing which was: 1.) Know the user 2.) Know the magic 3.) Connect the two It informed our marketing overall, but especially our pos......Read More

845 Views

How do you explain the difference between positioning and messaging to internal stakeholders?

Indy Sen

Hypergrowth Leader and Product Go-to-Market Advisor • February 3

Positioning is the precursor to messaging. If you don't know who your product is for, what it's good for and how it's different from other products in its space, then it will be very hard to come up with viable messaging. Put another way, positioning is the primitive, typically expressed ......Read More

822 Views

Credentials & Highlights

Hypergrowth Leader and Product Go-to-Market Advisor

Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport