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Establishing Product Marketing

When do you know you’re ready for your first PMM hire? How do you think about setting that hire up for success?

2 Answers

Brex Sr. Product Marketing Manager, Financial Product • January 26

I don't think it's ever too early for your first PMM hire as they can help identify the product-market fit, positioning, and messaging. To make sure you have set up for success, make sure you have some people staffed (either full time or contract) where they can share work and delegate the strate......Read More

529 Views

What are the top 3 potholes to AVOID when establishing or building out the Product Marketing function at a company?

3 Answers

Jason Oakley

Klue Senior Director of Product Marketing • January 5

I can't think of three good ones right now, so I'll give you two of my favourite: 1. Saying yes to everything When you come in as the first PMM, people are going to be throwing projects at you left and right. It's easy to say yes to everything, after all, who wants to say "no" in th......Read More

1016 Views

You're the new PMM for a B2B SaaS company that has 40 people and is starting to scale. What should you aim to do in your first month and your first quarter?

9 Answers

Lauren Barraco

Inscribe VP, Marketing • December 15

Start building the foundational materials - product positioning, the pitch deck, messaging guides, launch processes, etc. and get alignment on these early! It's critical to get these pieces done first so that you can scale effectively. As a team of 1, you are going to need to rely on the other pe......Read More

2054 Views

How do you communicate product marketing updates and activities to the rest of the company?

11 Answers

Diana Smith

Hashi Senior Director of Product Marketing • July 16

We match internal promotion based on the level of the product announcement. Small updates are little features that mostly existing customers are excited about. Medium updates are larger changes that potentially open up a small new audience or unlock new revenue potential. Large updates are major ......Read More

4219 Views

What does your product marketing team org structure look like?

Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?

15 Answers

Kristen Ribero

Greenplaces VP Marketing • July 18

In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ......Read More

2325 Views

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

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

5712 Views

What advise would you give someone who is trying to break into product marketing?

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

How do you successfully engage other teams (Design, Product Management, Engineering) in a Go To Market plan?

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

How do you see ‘narrative’ and ‘story-telling’ playing in to the day to day work for PMM? How does it differ for a PM Manager vs. Director?

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

How do you increase the Product Marketing function's ability to be a more strategic player in the company and not just the launch arm of the feature factory?

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

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