How do you hire a 'good' product marketer? Answer: You don't. You build one.
Free product marketing job description (+ PMM Course Launch 🎊)
👋 Heya! It’s Alicia. Welcome to Finding Customer Focus - a newsletter to help you accelerate growth by putting your customers at the heart of your business.
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I’m still in shock - wrapping my head around the demand generated for product marketers in 2021. There’s been a sea change in our visibility, our community, and a demonstration of what’s possible when a PMM is in the room. But after a decade of throwing elbows trying to defend our value, I must admit it’s strange to feel valued - seemingly overnight.
It reminds me of what it felt like growing up in the Bay Area - revering its weird nakedness (literally) and artistic grit - and now, watching San Francisco turn into a titanium cyborg sprinkled with I-80E billboards for enterprise business intelligence software.
Everything evolves for a reason, so I am deeply grateful for the engagement.
I want every team on the planet to have a stellar product marketer. That’s why I’m giving you the job description I wrote to land my role at Lune 🌏.
Please take any part of this that’s helpful, and adapt as you see fit.
Product Marketing Job Description
The Role (Head of Product Marketing)
You’ll own the marketing strategy, value messaging, and brand positioning work, as well as developing a rich understanding of our buyer personas. You’ll partner closely with our tech team to translate Lune’s mission and vision into a product roadmap that’s loved by our customers and their communities alike.
Your role ensures our customers are engaging with Lune’s product in a way that matters most to their specific needs, challenges, and goals, and that we’re continuing to iterate in a way that drives shared outcomes for us and for our customers.
Build a rich understanding of the nuanced needs of different types of customers. Distill out of that a set of buyer personas, a segmentation framework, and an ‘Ideal Customer Profile’ to understand PMF.
Clarify our buyer’s journey and build sales collateral to accelerate the sales cycle (case studies, pitch decks, videos, etc.) based on different needs.
Build foundations for needs-based value messaging and positioning that flexes for the different types of pain points, goals, challenges, and types of customers we work with.
Build from scratch a Go-To-Market product launch process that ensures a smooth, effortless rollout of new products or features. This includes embedding within the product team throughout the development lifecycle.
The real answer: You don’t discover an awesome, scrappy, strategic PMM. You build one.
Look, Product Marketing is exploding right now.
And if I showed you the sheer number of decks, one-pagers, and exec summaries I’ve built over the years that attempted to capture our value for folks who just didn’t get it, you might cry. I know I did.
While I love the amount of focus, respect, and demand our community of underdogs is receiving right now, I have to admit. It makes me nervous, too.
Product Marketing for fast-growing startups is fundamentally different from that of established companies (Facebook, Microsoft, Google, etc).
We need more startup product marketers in Europe. We need a more diverse and inclusive community of product marketers. Startup product marketers know what it takes to build a product, a brand, a GTM strategy— from scratch.
We need more paths for marketers to grow and deepen their product marketing expertise using real-world examples (not theory touted by industry giants).
There is a critical gap in the market; we desperately need more education offered by product marketers, for product marketers.
Well-rounded PMMs need to learn from other people who’ve felt the pain (literally, all of it) and done the work, not just those who are focused on selling Product Marketing courses from the sidelines.
That’s why we are stoked to announce the upcoming launch of WTF is Go-To-Market - a short course designed to up-skill marketers into well-rounded Product Marketing experts.
We want this to be the best investment you can make for your business, and the people who differentiate your business from the inside-out.
Learn more about the 6-week course offered by Alicia Carney (Finding Customer Focus) and James Doman-Pipe (Building Momentum). Exciting opportunity for financing to be announced soon - exclusively focused on developing more balanced representation of people, mindsets, and backgrounds into the PMM field.
If you have any questions, reach out to us at firstname.lastname@example.org.
📣 Know someone who’d be perfect for the first cohort? Share with them: