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Google Head of Marketing, Google Maps Platform, Madeline Ng
on Stakeholder ManagementDecember 21 @ 10:00AM PST
Developing Your Product Marketing Career with Madeline Ng, Head of Marketing at Google Maps
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Connect with Madeline on Linkedin: https://www.linkedin.com/in/madelinen/
Join Madeline on Sharebird here:
https://sharebird.com/profile/madeline-ng/activity
Questions we cover in this episode:
1. How much do you miss the MK’s right now?
2. Tell me about your career path to becoming a PMM...more
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As an individual coming off of a Covid-19 related lay-off and looking to enter Product Marketing in the tech industry, what action items can be done during this time to strengthen one's resume for future recruitment? Futhermore, I previously worked in infleuncer, product, and global marketing in the beauty e-commerce industry. How can I make my experience relevant and attractive to tech companies/product marketing roles with little experience in the tech industry?
Head of Marketing, Google Maps Platform at Google
First of all, I'm sorry to hear that you were affected by a Covid-19 related
lay-off. When pivoting your career, I'm going to parrot back some good advice
that I've received in the past.
When it comes to making changes in a career, there are usually 3 big facets of
change:
1. Industry
2. F...more
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How do you define success leading PMMs? What are the KPIs you track?
Head of Marketing, Google Maps Platform at Google
The most important KPIs to track are the ones that align closely to the
business. Are you in a new product area? The KPI might be the number of
customers you close and the number of references you can provide publicly or to
your sales team. Are you in a competitive consumer product, but an incumb...more
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What does your org structure & size of the team look like?
Head of Marketing, Google Maps Platform at Google
I structure my team to allow everyone to fully own a business and to make it
easier for them to operate. Each member of my team owns:
* A particular portfolio of products
* A buyer persona
This allows them to specialize and also get deep into understanding the stories
and messages that would...more
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For individuals who have an account management background looking to pivot into product marketing, do you have tips on how one should navigate technical questions during the interview knowing that one has not had hands-on experience in their current / past roles?
Head of Marketing, Google Maps Platform at Google
You're actually in a good position if you are moving from a B2B account
management role into a B2B product marketing role because you have knowledge of
the audience you're serving and a deep understanding of the product. This is a
chance to turn a bug into a feature.
This whole pivot is actual...more
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Do you recommend product marketers focus in on being great at one specific niche (skill, industry, etc.) or try to be more of a generalist.
Head of Marketing, Google Maps Platform at Google
"It depends" is the most infuriating answer but this is an "it depends" moment.
This is all dependent on where you are in your career, what you want in your
career, and also what your propensity is.
In terms of pure marketability, the broad strokes I'd make (and your mileage may
vary) is:
...more
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Did shelter in place change the way how PMM teams work at Google? What are the lessons learned so far? Thanks for sharing!
Head of Marketing, Google Maps Platform at Google
Here are a few changes that came top-of-mind and probably aren't unique to my
company:
* Focus: We have become hyper-focused on our priorities as everyone is working
under very different conditions and we want to preserve our collective
well-being. We're in the mindset of fewer, better, ...more
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What do you look for when promoting a Product Marketer from individual contributor to people manager?
Head of Marketing, Google Maps Platform at Google
My first question would be to determine if this person would thrive as a people
manager. Often in product marketing, the trajectory up is through individual
contributor to people manager, but it's not necessarily the best path for
everyone.
Good reasons to want to be a people manager:
* Y...more
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What comes after head of PMM, e.g. if you want to move to VP of a marketing team, how to do that? And how to ensure that you're getting knowledge of other marketing functions (e.g. paid) so that you are equipped to lead an entire marketing team (vs. just a PMM discipline)?
Head of Marketing, Google Maps Platform at Google
The great thing about being in product marketing is that it's a discipline that,
by nature, is quite broad in strategic thinking and interacts with the key
go-to-market functions in a business. This gives you a huge advantage if you can
craft your story to be a VP of marketing!
Broadly speaki...more
Product Marketing • Follow Madeline
What are the fundamental differences between a PMM and a senior PMM? What are some clear indicators that someone is ready to take on a senior PMM role and the responsibilities that come with it? And, when in the senior PMM role, what are the key stages that distinguish the different levels of senior PMMs?
Head of Marketing, Google Maps Platform at Google
This is a hard question because I've found that even the nature of product
marketing and the title "PMM" means different things at different companies.
Generally, however, I'd look at the framework for seniority against the
following dimensions:
* Product coverage: Early in your career you may...more