Product Marketing Leadership Bootcamp

This is where we’ll set the scene. What is product marketing, anyway? And where does it fit? And most important – how can you start to spell this out to the rest of your organization? You’ll finish this module with your very own definition for product marketing at your organization and best practices for sharing that information with your stakeholders. 

This module takes you from those first day jitters all the way through your first quarter. As a new product marketing leader, it’s critical for your long-term success that you get in and start making an impact right away. By the end of this module you’ll have a plan for doing exactly that.

No product marketing program is complete without a plan to talk to customers, but it’s not always as easy as just making a plan and calling up customers. In this module I’ll share some sneaky ways to gather customer insights, what to say when you’re on the phone to uncover the information you need and what to do with those insights when you have them.

If you do this step right, the messaging and positioning isn’t just the pretty bow on top of the product, it actually becomes part of the product. This module will show you how to develop messaging and positioning, how to test it and how to make sure it influences the product. 

Leading a cross-functional go-to-market team is as much an art as it is a science. It takes a technical understanding of the work that’s being produced paired with a deep understanding of the customer and market. Not only that, but you have to be able to organize all of that knowledge and strategy and put in place a process that gets a product into the hands of people who need it. 

This is an all-too-often overlooked part of product marketing, but one that is critical to your success. In this module I’ll give you lessons learned, tips and ways to collaborate with your top stakeholders: marketing, sales, customer success and the executive team.

There’s a lot of conversation about how to measure product marketing. It’s a hard question to answer because PMM influences a lot, but we don’t own any concrete metrics. In this module I’ll help you get to the bottom of the answer for your organization. 

Whether you’re starting from scratch or adding onto an existing team, it’s important to find the right people that fit your organization’s needs at the right time. In this module I’ll show you what to look for, give you a job description you can use or customize and help you look in the right places (hint: the best product marketing managers might already work at your organization).