WRITTEN BY Shari Diamond, Principal CONSULTANT at Fluvio
Hiring to fill a product marketing role can be challenging. With the product marketing discipline growing, more job opportunities also mean a larger pool of applicants looking to enter or grow in the field. What skills and experience does a recruiter or hiring manager look for when reviewing resumes? And what do the post-Covid ways of working mean for the very interdisciplinary and relationship-focused role of PMM?
We sat down with Al Dea, Founder of Betterwork Lab and host of the Product Marketing Careers podcast, about identifying product marketing talent and some of the challenges and opportunities presented in doing so.
Al Dea
Founder of Betterwork Lab
Fluvio: What are some challenges you’ve experienced or have noticed with hiring for PMMs?
Al: In general, it is the need for comfort and curiosity to look beyond someone’s title when looking at their Linkedin profile or resume. We all have our biases, so it is very easy to default to the things and ways that we know. So there is a balance between looking for a specific title and looking for someone who is able to lean in, be curious, and able to do a great job.
More specific to PMM, however, is the fact that no one grows up a product marketer (for the most part). Therefore, our understanding of what good looks like is still growing and emerging. Additionally, my observation is that one potential bottleneck and demand problem is that there is a lot of interest from people who want to be a PMM and far fewer people who have that role today. This means hiring managers are fighting for a small pool of people with direct PMM experience versus those who want to get into the discipline.
Fluvio: What do you believe is the reason behind the increasing number of people interested in PMM?
Al: There is an emergence of (need for) people who can be that connective tissue that PMMs offer. It is table stakes to just have a sound product - companies need to be able to properly communicate to their target audience and cut through all the noise. Also, people are starting to see the opportunity that can come from this role - wearing different hats and flexing a diverse set of skills.
Fluvio: What are some of the things on someone’s resume to look out for if it doesn’t say “Product Marketing?”
First, you need to figure out what it is that you need from this role. Is it someone that has the skills to face off with sales? Top funnel demand gen experience? More of a technical role? Once you know that, it will help you decide what skills to look out for. That said, a good place to start is to find someone with:
Skills that enable them to get work done through and with others
Experience working in an environment where they’ve been challenged because they weren’t in control yet still had to drive an outcome
Strong influence, teamwork, and communication capabilities
(Nice-to-have) general marketing competencies in any area - acquisition, demand generation, retention, etc.
Fluvio: A lot of your work and influence is also in the topical area of the “Future of Work.” Because we’ve transitioned to a more digitally remote work environment and the PMM role is very cross-functional, what impacts are you noticing?
Al: Collaboration is harder today than ever, and many times PMMs are paying the price (look at their schedules!). Product marketing can and should be a creative role, but for many people, it is hard to be creative when you’re jammed up in so many meetings.
Additionally, as companies grow, PMMs are being relied upon to solve a myriad of problems and issues. This can be a positive thing (ie: having a place at the table) but also can be a challenge. Many PMMs do not own a product or sales number yet are still held accountable, so it can be hard to get credit for the valuable work that you do.
Fluvio: So what’s the opportunity in this new way of working?
Al: Building relationships is a core part of a PMM’s job. So a few things to consider are:
Map the customer journey with a stakeholder journey for those you work with
Bring yourself as a product to market - come to the table saying ‘here’s what I do, here’s what I’m good at, here’s my impact’
Have a blend of ‘head and heart’ or ‘numbers and narrative’ - have an understanding of the numbers but also an understanding of how to move the business forward
Fuivo: Any last gems or pieces of advice for us to consider?
Al: If you’re looking for a PMM job, approach it like you would the process of being a PMM – you’re the product. Figure out your own positioning, messaging, objection handling, value proposition, etc.