Jessica Shields

In my most recent search, I noticed a real change in the job descriptions for product marketing. Previously, it was more around positioning and go-to-market. Recently, it seems to have morphed into more campaign and social media expertise with the campaign work being product focused (rather than corporate or brand marketing). I've also noticed more demand for public speaking / presentation skills.

For small/mid-size businesses, CEB recommended the best opportunity of up-sell is within 90 days.

I think Digital Ocean (https://www.digitalocean.com/) does a great job!

From my experience in Enterprise SaaS, I would add that companies often inflate the burn-in time for a new software solution to be successful in the marketplace and along with it, how long the sales cycle will be. Quite often they believe that there are a bunch of prospects lined-up to buy when in actuality, there are few. In Enterprise SaaS, there is often a need for a variety of good references which also stall the process. 

I would recommend checking out April Dunford's book (she has many interviews / podcasts online as well). She wrote a book called Obviously Awesome. https://www.amazon.ca/Obviously-Awesome-Product-Positioning-Customers-ebook/dp/B07PPW5V9C As for additional courses, I would recommend some storytelling courses. Coursera has a few. This is an area I am researching as well.

I have found that creating a sample 30-60-90 day plan (just a one slide with a small grid) based on how you would approach the position and challenges that were discussed. Ask to take 5 minutes on a Zoom call to walk the hiring manager through it and position it in such a way to level set how that you are on the same page.