The Product Marketing Experts GTM Process with Andrew Forbes, Director Product Marketing at Zendesk
19 snips
Oct 6, 2021 AI Snips
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From Sales Rep To Product Marketer
- Andrew started in sales at a small startup and organically began doing product marketing tasks like use cases and enablement.
- After an acquisition by Zendesk he moved into solution consulting and then into a formal PMM role covering the acquired product.
PMM Is Moving Toward Specialization
- Product marketing is becoming more strategic and will grow in specialization as companies scale.
- Expect larger PMM teams with specialists for functions like pricing, verticals, and research.
Research Before You Build Your GTM
- Do deep research early: pair product team knowledge with market and customer research before launching.
- Use findings to define personas, messaging, campaigns, and internal enablement plans.