So You're a New Product Marketing Manager? Here's What I Wish I'd Known

Written by Renat Balandin

Being a new PMM is not just a job. Let's be honest. Those first months can feel like a whirlwind. Now that I've gained some experience, I wish I had known these things while starting my career. Here's what I'd tell the new me. If you're just starting out, this is a great guide for what to expect in the product marketing field, as you navigate a new path. So, let's get started. The PMM role is much more than an interesting job. It serves as the intersection point for different teams, product, sales, and marketing, all of whom are using the same insights and expertise to develop go-to-market strategies and position products in the market. And that's a lot to handle.

1. Onboarding. Get to Know Your Product, Deeply

You think you already know the product. Well, you think you do, but most likely you don’t. Take the time to understand your internal processes and the problems the product addresses. It’s crucial that you feel comfortable explaining the product and understanding how everything fits together. Here's the thing. Check that you understand the features and the benefits of the product, so you can communicate them and build relationships with the stakeholders who use them. When it comes to onboarding, timing is important. New product managers spend about 30 days, or a month or more since they start, to become familiar with their product and market. Use onboarding to understand who the target customer is and how they will specifically benefit from the product.

2. Messaging and Positioning. Make Customers the Center of Everything

Messaging isn't just about words. It's about connecting the product's value to the people who will benefit from it. If you're just starting out as a PMM, that's the first thing you should know. It's about putting the customer first, or at least beginning with the customer in mind. A well-crafted message speaks to who the customer is and what they need. It goes beyond features to show customers actionable value and guide them to the solution. How does product marketing tailor its messaging to meet the needs of the customer? First, focus on meeting your customers where they are, a customer in a more technical role will embrace one version, while a business-oriented role will embrace another. Study your customers' language and emotions to see what resonates. Let me explain, you need to build a messaging hierarchy that stays consistent with your marketing strategy, from high-level to tactical positioning.

3. Building Relationships. It's More Than Just Sales Enablement

As a PMM, relationships are your secret to success. Your success depends on your ability to collaborate with others and build relationships with different teams. It’s not just about your ability to create a polished sales enablement document; it’s about building meaningful relationships through conversation. Make it your mission to know who those key stakeholders are. And not only do you need to know who they are, you need to understand the people behind them. Your relationships with product management, sales, customer success, marketing, and design teams directly affect the product's chances of success.

4. Time Management. Prioritize the Tasks That Deliver Impact

Time management has a huge impact on your work. We have a limited amount of time to accomplish tasks and priorities. It’s important to focus on the most important tasks, the ones that actually move the needle. Prioritize the things that matter, and deprioritize the things that don’t. The way you work should reflect this. That's just the reality of being a PMM, your priorities are going to compete with those of sales, product, and marketing. You aren't going to be able to do everything. And that's okay. That's where tools like Eisenhower's matrix come in, prioritize urgent, important tasks, and delegate or deprioritize the rest.

5. Measurement. Focus on Metrics That Matter

Not all metrics matter. And not all metrics are created equal. The key is to measure the things that matter; otherwise, your marketing efforts won't move the needle. As a first step, think about which key metrics will show whether your work is making an impact. And make sure you're sharing them with the teams around you. This holds you accountable and helps you build credibility. Are you measuring the things that help you reach your goals? Or are you only measuring the things that help your teams succeed? Focus on measuring the things that matter, including product adoption, pipeline growth, churn, retention, and revenue.

PMM Strategic Workflow

Key Takeaways

• Deep Dive Into the Product. Get to know your product, user base, and the business, and when you have your roadmap, you'll be able to explain your value.
• Customer First. Prioritize your customers by understanding what they need and what they want.
• Build Relationships. Relationships across the organization are the foundation of effective product marketing.
• Prioritize Impacts. How do you decide what to focus on? Focus on measuring what matters.
• Flexibility and Grace. Focus on your own well-being and your team’s well-being. Take breaks when you’re needed, focus on your recovery, and learn to be flexible. Being a PMM isn’t a golden ruler; the job is going to be different for every person, and every product, and every company.