There’s two main drivers I think about with respect to org structure. Important caveat on the below being I primarily have worked at smaller organizations where org structures across the company are often highly nimble. 1. How established the function is - When the PMM function is new, oftentim...more

There’s definitely core management competencies you have to focus on that are true of any role which I won’t go into (e.g. developing your people, advocating for them and backing them up, etc.). But I think something we as product marketing leaders need to focus on is making the job exciting and ...more

My guess is your product team might benefit from PMM partnership earlier on in the product development process. However, that’s easier said than done! In order to move from downstream value addition (what’s the timeline of something that’s supposed to launch, what comms are we developing for the ...more

It's all about doing great work that matters to the business, matters to your partner, and fits into the context of the relationship! The playbook below can help get the ball rolling. Sorry for the long answer, but it's a complex question with big implications for your ability to add value as a P...more

This will vary depending on how important a given product is as well as its degree of complexity, but for a decently robust feature/product I think you'd want some of the following as a minimum. [Internal] Product one-pager: Succinct asset that explains what customer pain points we're solving ...more

The best thing you can do is go out and listen to reps pitch the product and how customers respond. After 12-20 calls or meetings you'll start to get a pretty good idea of what content is getting used most (and what isn't getting used at all). This is where I'd start. If your organization has b...more

One thing worth adding to Laura's great reply is that "systematically influencing the product roadmap" can be viewed as an ongoing process. Once you have a set of segments and persona needs per Laura's playbook above, it's important to regularly reinforce this as the "single source of truth." As ...more

Adding on to the above, ideally you'd have a case studies page somewhere on your website. That way when a client or prospect asks for a case study, you can give them what they're asking for but also benefit from:  * Giving them exposure to the many other case studies you've done which builds ...more