“I'm hiring our first marketer. What do I need?”. I get asked this all the time. Here's my advice after 15 years of building teams at Atlassian, Intercom, and Loom, and advising early-stage founders.
Thanks for writing this Matt. I'm thinking through this “I'm hiring our first marketer. What do I need?” right now. I was leaning performance marketer, but now you've given me pause.
Per my comment on your tweet (not calling it X!), it's a solid post and I agree with every point you made. In my experience, I would add one more which is "Be a trusted partner at the sales/revenue table." I know a lot of early-stage SaaS either is founder-led sales or pure PLG but even the most successful PLG motions adapt to sales-assist. This is where PMM can provide enormous value - ensuring the sales teams are telling the story of your company and your offering and ensuring it's value-driven. I'm seeing this now with the few early-stage companies I'm advising - there's a gap in enabling sales to do their best. So the best PMMs show their chops at the product table and then all the way through the funnel to the sales table. This is why I think product marketing is the best marketing AND to your point, the first hire of a growing team.
100%, Rafa. I started my career as a Sales Engineer at Atlassian, before they had a "sales team". I was effectively producing the enablement materials for myself that I'd later go on to produce for the sales teams I'd work with at Intercom, Loom, and now Equals.
Thanks for writing this Matt. I'm thinking through this “I'm hiring our first marketer. What do I need?” right now. I was leaning performance marketer, but now you've given me pause.
Thanks, James! Glad to hear it gave you some food for thought. Good luck with the hire!
Thanks for the mention!
You're welcome!
Per my comment on your tweet (not calling it X!), it's a solid post and I agree with every point you made. In my experience, I would add one more which is "Be a trusted partner at the sales/revenue table." I know a lot of early-stage SaaS either is founder-led sales or pure PLG but even the most successful PLG motions adapt to sales-assist. This is where PMM can provide enormous value - ensuring the sales teams are telling the story of your company and your offering and ensuring it's value-driven. I'm seeing this now with the few early-stage companies I'm advising - there's a gap in enabling sales to do their best. So the best PMMs show their chops at the product table and then all the way through the funnel to the sales table. This is why I think product marketing is the best marketing AND to your point, the first hire of a growing team.
100%, Rafa. I started my career as a Sales Engineer at Atlassian, before they had a "sales team". I was effectively producing the enablement materials for myself that I'd later go on to produce for the sales teams I'd work with at Intercom, Loom, and now Equals.
Well then, my point is proven given you’re one of the best PMMs around 😉. Love your posts!