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Jennifer Kay

Jennifer Kay

Senior Director Product Marketing, Homebase

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Jennifer Kay
Jennifer Kay
Senior Director Product Marketing, Homebase
What are the biggest surprises when going from a company where product marketing was established to one where you have to establish product marketing?
I remain surprised by how many digital professionals or companies with outsized product footprints are still unfamiliar with the specialty of "product marketing." When your the first hire of this kind, I'd recommend being prepared to talk about the scope of product marketing and take the opportun...more
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Jennifer Kay
Jennifer Kay
Senior Director Product Marketing, Homebase
How do you think about organizing your team (by vertical, persona, etc.)? How do you balance mapping to product versus GTM teams?
The short answer is this is highly dependent and should be greatly influenced by the product and the company that you are part of. This is the dilemma of all things product marketing, there is no one size fits all nor silver bullet answer. I've had equal success with pod models, where a product m...more
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Jennifer Kay
Jennifer Kay
Senior Director Product Marketing, Homebase
How do you increase the PMM function's ability to be a more strategic player in the company and not just the launch arm of the feature factory?
It takes time at any company to increase the visibility of a new department and or function. Building trust takes time and I believe you need to be adaptable and cognizant of the company culture you are in. I am a firm believer in building relationships cross-functionally and making deep investme...more
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Jennifer Kay
Jennifer Kay
Senior Director Product Marketing, Homebase
What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?
Every company and every growth stage is different so the evaluative framework you utilize needs some flexibility. I recommend that your framework is developed in tandem with your partner stakeholders early on and is communicated often. A reliable framework includes a clear organizing principal, i...more
15 Saves
Jennifer Kay
Jennifer Kay
Senior Director Product Marketing, Homebase
What is your 30-60-90 day plan when you go into an org with the intention of setting up PMM function for the first time?
Whether your a product marketer or just a new employee, the most important thing you can do is to ASK WHY + LISTEN. 0-30 days - Talk to everyone. Ask Why 5 times. Don't make any assumptions and ask lots of questions. Dive into your broad market and understand the competitve landscape. Form an ob...more
9 Saves
Jennifer Kay
Jennifer Kay
Senior Director Product Marketing, Homebase
Knowing that marketing is always trying to quantify their metrics, how are you in Product Marketing quantifying the ROI of your work?
The question comes up a lot in product marketing. It is particularly challenging when you are in a product marketing role or on projects that lean heavy into influence or when your organization is stacked with channel owners. Simply put- there is no one metric that suits all product marketing.  ...more
14 Saves
Jennifer Kay
Jennifer Kay
Senior Director Product Marketing, Homebase
How does product marketing differ between a small and large company?
Product marketing is different at every company, large or small. In my own experience, at every company the product marketing function tends be very fluid and flexible to the needs of the business or product as it develops, changes, and scales.  At smaller organizations, teams tend to run fairly...more
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Credentials & Highlights
Senior Director Product Marketing at Homebase
Product Marketing AMA Contributor
Establishing Product Marketing
Lives In Denver, CO
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