Tracy Montour

Head of Product Marketing, HiredScore

About

I am a customer-obsessed B2B product marketing leader, an advocate for inclusion, and a life-long learner.

Content

What's a typical product marketing career path?

Tracy Montour

HiredScore Head of Product Marketing • August 3

Product Marketing is a highly strategic role and can add value to a number of positions. I think the most obvious choice is to progress from PMM to Head of PMM to VP Marketing and ultimately, CMO - this is not the only path. Many PMMs make great Product leaders, Strategy leaders, or can even prog......Read More

1183 Views

How to plan a launch with 0 budget?

Tracy Montour

HiredScore Head of Product Marketing • August 4

Leverage the channels that you own and the ones you can earn. What does your marketing team and sales team currently own? Email marketing, one-pagers, ADR outreach, website copy, content, blogs. What can you earn? PR, analyst highlights, podcasts, etc. Get creative! Not every launch has to cost a......Read More

886 Views

What are the core documents you create for every GTM?

Tracy Montour

HiredScore Head of Product Marketing • August 4

Every GTM strategy starts with positioning and messaging. A detailed and well-aligned positioning document is essential. This should include personas, the problem you're solving, how the solution is defined, what the competition is, the positioning statement, and use cases (it can include mor......Read More

804 Views

How do you manage the product management process end-to-end from engineering, technical product management to product marketing to marketing to sales?

Tracy Montour

HiredScore Head of Product Marketing • August 5

It is critical to have a product playbook that outlines this entire process and indicates explicity R+R (DACI model often works best). It all starts with the product vision including: What is the product? (vision) Who is the user? What is the problem we are trying to solve and why does it ne......Read More

795 Views

If you were hiring for a PMM role and interviewed a candidate with non PMM experience (i.e. another transferable marketing role), what are examples of how they could convince you that they're the right one for the job?

Tracy Montour

HiredScore Head of Product Marketing • July 28

This is a great question! I find that PMMs often come up through the ranks from different experiences. For example, customer successs managers often make great PMMs since they have deep customer empathy. The ability to demonstrate customer-focus, problem solving skills, and cross-functional influ......Read More

795 Views

How do you draw the line between sales enablement that product marketing is responsible for vs. sales ops?

Tracy Montour

HiredScore Head of Product Marketing • July 29

The lines between sales enablement and product marketing will always ebb and flow between different organizations. There should be a more clear line between sales op and product marketing. Sales ops focuses on data analysis, training and support, revenue forecasting, and general sales process......Read More

714 Views

What does your product marketing team org structure look like?

Tracy Montour

HiredScore Head of Product Marketing • July 26

Like many have said here, Product Marketing org structures can be vastly different. I believe the organizational structure starts with where Product Marketing sits in the org. Traditionally, there are three options for this: marketing, product, and reporting directly to the CEO. In my experience,......Read More

644 Views

How would you approach this product marketing interview assignment?

Tracy Montour

HiredScore Head of Product Marketing • July 29

I often find these assignments are about your approach to problem solving, positioning, and alignment rather than the work you actually produce. This is how I evaluate candidates. To me, it's all about their approach, rather than their output. You can't be expected to be an expert on the product ......Read More

612 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?

Tracy Montour

HiredScore Head of Product Marketing • July 30

Getting started can feel overwhelming, so I just want to give you a few resources to start with. Sharebird and Product Marketing Alliance are great communities to start with online. So kudos for finding us here! I also recommend the following books: - Play Bigger: How Pirates, Dreamers, a......Read More

590 Views

What is the typical 30-60-90 day plan for a PMM leader?

Tracy Montour

HiredScore Head of Product Marketing • August 5

My not helpful answer is that there is no "typical" 30-60-90 day plan. Your first 90 days will vary drastically depending on the stage of the company you are joining, the maturity of the product marketing team, and the specific challenges the company is facing. In my experience, the first 30 days......Read More