Sara Rosso, Director of Product Marketing, HubSpot

Director of Product Marketing at HubSpot

I've had developers and marketers directly on my reporting team in the past and our consumer marketing organization now has a centralized engineering team in the division. We're not a traditional marketing organization in many ways, and relatively "young" compared to the rest of the company (see ...more

What are the company and team values? What characteristics do you look for in product marketers in order to represent those values?

Director of Product Marketing at HubSpot

As a company, we have a creed [https://automattic.com/creed/] that we reference often. Practically, working in a 100% distributed company (see this answer [https://sharebird.com/ama/wordpresscom-automattic-director-of-product-marketing-sara-rosso-on-product-marketing-processes-in-a-remote-compan...more

What are the aspects of operationalizing a GTM plan that might prove to be most risky?

Director of Product Marketing at HubSpot

One of the biggest risks of operationalizing a GTM plan is the lack of a common understanding of the time it takes to do good marketing work, internally. Marketing shouldn't slow down product; but at the same time, the more time and advance notice marketing has, the more we're able to enrich, ad...more

What does the interview process look like for product marketing roles?

Director of Product Marketing at HubSpot

As a 100% distributed company (see this answer [https://sharebird.com/ama/wordpresscom-automattic-director-of-product-marketing-sara-rosso-on-product-marketing-processes-in-a-remote-company?answer=YaWNA8o4gy]), our interview process is basically the same for all roles. Given our distributed natur...more

How do you update stakeholders, and the company as a whole, on the recent activities and achievements of product marketing?

Director of Product Marketing at HubSpot

See this answer for how we work as a 100% distributed company [https://sharebird.com/what-systemstools-do-you-swear-by-for-product-launches-to-keep-all-stakeholders-informed-and-engaged?answer=YaWNA8o4gy]. We work a lot in "public." As for updates, the entire company publishes bi-weekly updates ...more

What systems/tools do you swear by for product launches to keep all stakeholders informed and engaged?

Director of Product Marketing at HubSpot

As a fully distributed / remote company, we operate slightly uniquely than other companies - the two biggest differences are 1) we don't use email and 2) everything by default is public to the entire company. Instead of email, we publish everything on our intranet, which is naturally powered by ...more

What webinar services have you used and which ones do you like the most? Bonus points if you have any experience using a service with Hubspot.

Director of Product Marketing at HubSpot

It depends on what you'd like to accomplish - Zoom is great for video because you can shift between a very personal feeling like showing all participants on video, to more formal broadcasting with focusing on you as a single speaker or spotlighting an entire panel. I don't think Zoom's chat funct...more

How should the approach differ for product launches targeted towards large enterprises vs. ones for smaller startups in terms of timeline, activities, metrics?

Director of Product Marketing at HubSpot

Having worked on both the B2B and B2C markets, as David above says, the sales cycle length is completely different, and B2B can be weeks or months depending on the product and budget approval needed. With a startup you might be able to get to the decision maker or budget holder much faster th...more