Communities

Product Marketing Subteams

Is it possible to continue to grow to an executive role as a product marketer? Are there some industries that are better suited than some others? What about growing into a marketing leadership role?

1 Answer

Candace Marshall

Zendesk Senior Director, Product Marketing • May 8

Absolutely. In fact, there are numerous CMOs who came up the ranks through product marketing. Take a look at ex-Salesforce product marketing leaders - many of them have gone on to become CMOs of public and private companies across various sizes. To grow into a marketing leadership role, consider ......Read More

1079 Views

If you had to build out a team of PMMs from scratch, how would you organize your team and which roles would own what?

In other words, if you went from one to ten - what would the structure look like? 1 Director/team lead, 2-3 Senior PMMs, and 4 PMMs? Would the team be divided by audience segment? By product? By strategy vs. tactics (i.e. larger GTM vs product launch)?

1 Answer

Candace Marshall

Zendesk Senior Director, Product Marketing • May 8

Sounds like your business is growing - how exciting! It's hard to answer this question without knowing how your business is structured but I'm happy to share common structures for 10 pmms. Structurally, a people manager or team lead should have at least 3-4 people; this is typically a good "pod" ......Read More

1068 Views

Have you taken this course (productmarketingbootcamp.com)? I am looking to hone skills/knowledge in product marketing. Coming from content marketing and marketing ops, it hasn't been as easy to merge into PMM. Any other course recommendation is appreciated too!

5 Answers

Jekia Ford

isolved Product Marketing Manager • February 20

I was actually looking at the same thing and wondering myself. I've been in product marketing for 4 years. Completely self-taught and winging it. I'm hoping some seasoned PMMs answer this question very soon. Have you looked into Product Marketing Alliance? I haven't done their certificate program......Read More

507 Views

In a large company, how can you ensure you are making an impact in your role as a product marketer?

2 Answers

Candace Marshall

Zendesk Senior Director, Product Marketing • May 8

In large companies, you can make your mark as a PMM through alignment and relationships. Firstly, it's important to ensure your work directly aligns with the company's goals and objectives. Start by familiarizing yourself with your business unit's OKRs (objective key results). For example, if you......Read More

1060 Views

How is your PMM team structured? Are some PMMs focused on B2B and others on B2C or the same product line or does one PMM work on both?

7 Answers

Mike Polner

Discord Head of Marketing • December 12

Highlighted this one in another question, so will point you there, but overall, yes - we break PMM responsibilities down by audience. Some PMMs will work only on Consumer and some only on Restaurant for example. In a three-sided marketplace, there is naturally a ton of organic collaboration acros......Read More

1663 Views

Where does in-app copy fit in your org? (Under Product Marketing, Design or other?)

Particularly interested in technical products, but also curious for nontechnical.

14 Answers

Mike Flouton

GitLab VP, Product • August 2

IME this should sit in engineering, but it's generally not a bad idea for the copy writer to solicit PMM feedback. PMM needs to be hyper focused on strategic tasks. This is a good example of a tactical distraction.

576 Views

How do partnerships with other brands/companies impact the success of product marketing?

1 Answer

Katie Levinson

MyFitnessPal Vice President Product Marketing • May 7

Partnerships can have a great multiplier effect on your product marketing efforts, depending on how strategic the partnership is and also what you’re hoping to get out of it. But, your GTM strategy, your value propositions, messaging and overall marketing and product strategy have to be solid fir......Read More

311 Views

What guidance would you give to those moving from more generalist marketing roles to pmm?

1 Answer

Katie Levinson

MyFitnessPal Vice President Product Marketing • May 7

One: talk to as many different product marketers as you can across a wide variety of company sizes and industries. What you’ll hear from each of them is that product marketing means different things at different companies, and they aren’t kidding. It’s good to get a sense of what the role entails......Read More

297 Views

What most inspires you about product marketing, versus other types?

2 Answers

Rayleen Hsu

TeamSnap Senior Director Consumer Product Marketing & Strategy • March 3

I love that product marketing sits at the intersection of Product and Marketing and that we're able to help inform the product roadmap in a meaningful way by bringing consumer insights to the table. Our ability to influence the product roadmap and to really understand the why behind product devel......Read More

1124 Views

What do you look for in the backgrounds of aspiring consumer product marketers (who have never held the role before) as a signal that they will be a good hire?

9 Answers

Mike Polner

Discord Head of Marketing • December 12

In general, I don't really think "background" is that important. To me, background does not = skills. I hire for signal on skill and not for whether or not somebody has done something before. We have some absolutely incredible PMMs on Eats and almost all of them came from a background that wa......Read More

1937 Views

Communities

Product Marketing Community

Product Management Community

Demand Generation Community

Revenue Operations Community

Customer Success Community

Sharebird

Social