Video: Adventures in Messaging S02E07: With Jeff Beckham, Head of Product Marketing at Mixpanel
This may sound like heresy, but there are times when speaking to high-level
business value isn’t necessarily the best way to go. Like when your buyer isn’t
responsible for those top-level business metrics. Or when messages like “reduce
costs” or “increase revenue” are a dime a dozen in your space...more
I’m glad you asked, because I love building presentations! I realize I’m a total
slide nerd, but here’s my process:
1. Align on the outcome you want from the presentation. Who are you trying to
convince, and about what? Whether the audience is the sales team at SKO or
execs at a busines...more
Every enterprise sales rep wants to sell more, faster. The most valuable PMMs
I’ve worked with are experts on their product, market, customers, and
competition. Individual sales reps don’t have time to track these things at the
level of detail PMMs do, but require smart talking points to be succe...more
I’ve found that most companies want the most capable people doing the most
important work. If you prove your value as a PMM by making the team and company
successful, bigger and better projects will naturally come your way.
When it comes to positioning the PMM team within marketing, it ultimatel...more
Whenever I join a new team, my first objective is to earn trust – both within my
department and with cross-functional partners. Without trust, advice from “the
new guy” about how things should be done is usually unwelcome.
To do that, start by identifying problems you can solve to make everyone’...more
Product and Sales are always the biggest, at least at B2B companies. The one
that matters more depends on whether you’re in a product-led or sales-led
organization. There’s no circumstance in which you can neglect one of the two,
but when you need to make hard tradeoffs about where to spend time,...more
It’s a good question, but also a loaded one! Product management needs to prove
their value to the company too, right?
The dynamic you’re describing is common though, unfortunately. I’ve lived it
The best working relationship comes when both sides have shared goals. If that’s
The setup at my currrent company, Mixpanel, is one that I’ve seen be more and
more common at businesses scaling up. We have two arms of marketing: product /
content and growth (the “campaign team”).
When the head of growth and I need to explain who does what, we like to simplify
things to: PMM b...more
In these types of situations, I’ve found that data can be a useful persuasion
tool, because it’s objective. Have you considered surfacing win rate numbers? Or
an even more granular metric in the sales funnel, like a lack of deal
progression from early to mid/late stages?
If execs are expected to...more
Working with Sales with Jeff Beckham, Head of Product & Content Marketing at Mixpanel
Connect with Jeff on Linkedin: https://www.linkedin.com/in/beckhamjeff/
Join Jeff on Sharebird here: https://sharebird.com/profile/jeff-beckham
Questions we cover in this episode:
1. Tell me about your career path to becoming a PMM?
2. So today we’re going to focus on working with sales an...more