US Veteran and life long learner who brings his loves matching people with technology that improve their lives.
I wish I understood how product marketing ideally works. Based on my experience, here's how product marketing teams should work together: 1. A Product marketing lead identifes a goal. The three goals are usually to create pipe, mature pipe, or close deals. 2. The PMM will select a target b......Read More
I am not aware of any one key certification for product marketers. I work with PMMs that come from backgrounds in campaigns, sales, engineering, and product management. Each of those backgrounds lend themselves to a specific function in product marketing. In my experience, there are three typ......Read More
PMMs are responsible for the following: * Positioning Statement & Messaging - This is the heart of Product Marketing. Using our expertise, we'll create the positioning and messages we want in the market. * Business Goal - We'll define what impact we're trying to have on the business. ......Read More
The number one skill is influencing without authority. More specifically, influencing authority in a matrixed organization. By design, product marketing sits at the intersection of a multitude of functions, each with their individual KPIs. Your job is to balance the needs of your various stakehol......Read More
The best approach would be to ensure you have some great facing public content that you can attach to your CV when applying for a job. Post-MBA PMMs tend to be content workhorses. Leaders need PMMs that can write clearly, concisely, and relatably. I also recommend MBAs go out and get some pra......Read More
Product Marketing is an interesting role because it puts you at the intersection of so many different functions, allowing you to "run the business". Outside of CMO, a couple other logical steps I've seen PMMs take are Chief Revenue Officer (CRO) or General Manager (GM). Chief Revenue Officer is ......Read More
You're absolutley right! The first starts by understanding how much emphasis the company puts on distribution vs. product. An observation I've made is that companies who have a CEO with a sales/marketing background give PMMs more authority over product development and GTM. Companies with CEOs wit......Read More
First, remember there is a difference between a product marketing and campaigns/demand generation lead. Product Marketers focus their time on customer research, value prop, go-to-market plan, competitive landscape, and market programs. In companies big and small, you would probably have a demand ......Read More
Tough question since titles vary from company to company. My answer for this question is strictly from a Salesforce perspective. My expectation for a Sr. PMM to Director would be that they are able to build a team across all functions of PMM and align cross functional partners (PMs, AR, PR, Ca......Read More
I am hiring junior product marketers. Hiring someone with experience is easier often as they have something relevant to talk about. I am hiring a junior / near fresher. So, no product marketing experience is expected. What things do I look out for? What questions do I ask? Any assignment that you can suggest?
When hiring a junior product marketer, I try and balance between hard and soft skills. For hard skills, I check to see if they are good at 1. Diagnosing the market 2. Identifying pains and benefits 3. Writing. I can't emphasize that last point enough. Make sure your junior PMM is a great w......Read More