Ross Overline

Senior Manager, Product Marketing, Fivestars

Content

Should product marketing report into Product management or Marketing?

Ross Overline

Fivestars Senior Manager, Product Marketing • August 15

While there are benefits to both, judging from my experience, I believe PMM reporting into Marketing is more effective. * Reporting into makreting creates stronger ties between PMM and the revenue organziation (marketing, sales, operations, etc.) and can therefore lead to more buy-in from......Read More

1800 Views

What metrics do you use to justify a pay raise?

Ross Overline

Fivestars Senior Manager, Product Marketing • August 15

Asking for a raise is tricky. Ultimately, you need to be driving value, right? That can be broken down quantitatively, but also qualitatively. Quant: What impact are you having on funnels? Run A/B tests to prove that your strategies are driving impact. How have NPS and sentiment changed? ......Read More

1779 Views

What advice do you have for someone who is trying to break into a product marketing role? What websites and blogs do you follow that are related to product marketing?

Ross Overline

Fivestars Senior Manager, Product Marketing • July 18

This is a great question and I'm excited to hear you're interested in PMM work. * To start, read up on Pragmatic Marketing's framework. That will give you a good foundation to begin studying to be able to confidently and cogently speak "PMM language", if you will. * Start combing thro......Read More

1771 Views

What are your go-to tools as a Product Marketing Manager?

Ross Overline

Fivestars Senior Manager, Product Marketing • August 15

Not trying to deflect this, but this depends on your role, organization size, team structure, budget, target customer, and goals. That list sounds solid to me if you're a midsize company with some startup bend still. Some other tools to consider: * Leadpages or Unbounce are solid tools for buil......Read More

1637 Views

How do I influence the roadmap of our product, when my product team isn't very open to it?

Ross Overline

Fivestars Senior Manager, Product Marketing • August 15

There are a few questions here: How do I influence the team, how do I influence the roadmap, and how do I get them to listen to the feedback I'm bringing from customers. First, seek to understand. Approach your product team and roadmap decision makers with the intent to understand their value......Read More