Developing Your Product Marketing Career with Madeline Ng, Head of Marketing at Google Maps
Connect with Madeline on Linkedin: https://www.linkedin.com/in/madelinen/
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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
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
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
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
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
"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
Here are a few changes that came top-of-mind and probably aren't unique to my
* 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
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
Good reasons to want to be a people manager:
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!
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
* Product coverage: Early in your career you may...more