Product Marketing Team
20 Answers
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • September 9
It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More
1772 Views
How is your Product Marketing team structured?
By product line, segment, function or by objective (ie. revenue retention, product engagement, etc?
12 Answers
Mike Polner
Discord Head of Marketing • December 12
Great question! I think about this one a lot...First off, it’s important to callout that there is no perfect org structure :) In general, you have to identify what you’re optimizing towards and what structure will give you the highest chance to get there. For Eats PMM, we’ve always kept a fai......Read More
2663 Views
20 Answers
Gregg Miller
PandaDoc VP of Product Marketing & Brand • October 8
At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More
5711 Views
4 Answers
Jasmine Jaume
Intercom Director, Product Marketing • October 26
Many of us in PMM came from a different discipline, so know that it's very common and very doable! I myself came from an editorial background (I studied journalism and worked for an online magazine), then moved into an analytics/reporting role, then into community management, and then into PMM! ......Read More
1122 Views
4 Answers
Harsha Kalapala
AlertMedia Vice President Product Marketing • April 15
The first step to engaging other teams is to make sure they are a key contributor to the go-to-market plan, and they are not just on the receiving end being told what to do. I try to understand the organizational goals of a launch, and also pay attention to what are the success metrics/criteria f......Read More
1231 Views
1 Answer
Ambika Aggarwal
Tremendous Head of Product and Corporate Marketing • April 9
Being able to craft a compelling narrative for your product or solution that is targeted, differentiated, and drives urgency is one of the core skillsets of a PMM at any level. As you get more senior the scope of that narrative changes. Instead of covering one solution area or one particular audi......Read More
505 Views
10 Answers
Gregg Miller
PandaDoc VP of Product Marketing & Brand • October 8
I’m assuming this question is about moving from a focus on the “last mile” of the go-to-market process entailing sales enablement and product launches to more “upstream” go-to-market strategy activities like identifying market opportunities, defining target segments in the market, partnering with......Read More
2309 Views
2 Answers
As a first PMM at any company you first want to establish your charter and define key areas of responsibilities based on company priorities. Based on that, you'd want to identify where the gaps are and build a hiring plan. If you are B2b, you likely need to support both product and sales effor......Read More
1107 Views
17 Answers
Gregg Miller
PandaDoc VP of Product Marketing & Brand • October 8
30 days: Balance being an absolute sponge and learning by doing. Be a sponge by reading every doc you can get your hands on (enablement materials, case studies, team quarterly/annual plans, research studies, etc.), talking to as many prospects and customers as possible, and scheduling 1:1s with b......Read More
9815 Views
When thinking about adding new talent to your team, how do you structure focus areas like Customer lifecycle stage, Persona, Areas of the product and Functional expertise?
We only have one product at HoneyBook but PMM does a lot of different things, ie, lifecycle marketing, research, competitive, feature launches, etc.
9 Answers
Patrick Cuttica
Square Product Marketing Lead • October 15
This will vary from company to company depending on what industry you’re in, the make-up of your product portfolio, what your go-to-market and sales strategy looks like (are you strictly enterprise-focused or SMB-focused? Do you sell across all segments? etc.), the overall stage of the company, a......Read More
1787 Views