Tiffany Tooley

Great question! I'd recommend 4 things: Stay up on current trends in the industry. This seems like a no-brainer, but it's one of the things that I see folks deprioritize as they're working to get things done early in their careers. Whether it's AdWeek, Forbes, you name it! Stay up on the recent trends and technologies on a weekly basis.  If your organization has a sales team, get to know them and your customers. They're your primary "customers", so spend time listening - understanding their chal ...Read More

I've done a lot of interviews and hiring over the years and I'm constantly impressed by how smart and driven Product Marketers are! It's one of the things that makes interviewing so much fun - you get an opportunity to talk to and learn from the best of the best. That said, I think there are a few things that really stand out for me, and they are: Curiosity - Most candidates are well-educated and skilled, so it's the folks with humility and a curiosity to learn that really shine during the inter ...Read More

There are 5 things that marketers can do to make their messaging impactful to prospects, customers and their sales teams. Understand the problem your messaging is solving Are you trying to drive new business? Are your attach rates low? Are your sellers and prospects unclear on the value your product or solution has? Or is your current messaging just not resonating with your target personas? Making sure you prioritize will help your message project stay on track Then start with a framework I know ...Read More

This very much depends on your company size, but I'd say the basics are:  Messaging & Positioning GTM Strategy Development & Execution Sales & Buyer Enablement Campaign Support Competitive Support Consistent partnerships with Product, Sales & Customers There are always a ton of questions about TAM, Pricing & Packaging, Personas, etc. I've been on teams where those things are certainly supported or led by PMM teams, but as the business scales, I often find the TAM, Pricing &am ...Read More

Great question! Sounds like your team is really prioritizing the awareness and consideration phase of your buyer's journey, so you're optimizing for product intel, launches and then sales enablement/support. I think one other area to consider, which may be in your launch team's remit, is buyer enablement and customer stories/proof, so the experience and content you're creating to help your buyers quickly and confidently make decisions. Outside of that, I'd recommend you have a good partnership w ...Read More

I'd say there are 3 things to keep in mind as a new PMM:  1. Go easy on yourself and prioritize the things that will have the biggest impact. Product Marketers are central to a GTM strategy, but that doesn't mean you have to know everything or do everything. Think of your career less like a sprint (which leaves you quickly exhausted and solely focused on getting across the finish line!) but more as a run (in which you can manage a comfortable conversation and can keep your head up to see and emb ...Read More

This one is so important! That's because it helps define your team's strategic impact on the organization. At a very high level, I think your team's goals should directly map into the company's organizational goals so that your team can convey how they're helping to grow the business. Once you've defined the team's prospective impact on your annual goals, then you can determine how your respective sub-teams across your PMM team (or individuals if you're leading a smaller team) can support them. ...Read More

This is a fun question! I'd say you want to typically start with the Product first. If you have overlap, meaning one persona often purchases multiple products (especially if they're purchasing them at once), then you could certainly consider starting with the Persona approach first and building a solutions strategy over a product-oriented one. If however, your persona typically purchases one product at a time, I recommend you start with the Product approach and then support your teams with a bet ...Read More