{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Product Marketing Adventures","title":"Build PMM from the ground-up like a Lead PMM","html":"","width":"100%","height":180,"duration":3176,"description":"\nOkay, PMMs. Have you ever walked into a company with no real product marketing function and wondered where on earth to begin? In this episode, Matt Agnew shares how he did exactly that. With 15 years of B2B SaaS product marketing experience behind him, he was hired into a well-established enterprise SaaS company with almost 100 product managers, one product marketing manager and a very capable intern.\n\nMatt walks us through his case study: discovering that product marketing was already happening across nine different teams without the name or the strategy, then choosing to listen before doing. He booked meetings high and low in the org chart, grouped what he heard into themes, and sprinkled in his experience to build credibility. We take a look at how that earned him early wins, including getting a new concept in front of sellers about two months faster, and how it moved the team from reactive to proactive.\n\nFrom there, we turn the story into a playbook for PMMs and PMM leaders. Make allies on the teams that matter, learn to play the game, present to executives like it’s the first time, and tie everything to both business goals and your stakeholders’ personal goals. Matt also shares how he made the case for headcount with a capacity dashboard, why he’d hire for creativity and presentation skills over industry experience, and what an art gallery audience taught him about demos.\n\nWe wrap with a messaging critique of REI Co-op, covering why its content-first blogging builds trust, and the missed opportunity of treating “hobby hoppers” as one-product shoppers. Matt also gives a shout-out to Katie Barnes, who taught him a lot about confidence.\n\nCHAPTER MARKERS\n\n00:00 Introduction\n00:36 Building PMM Case Study\n01:02 One PMM For 100 PMs\n02:31 Hidden Product Marketing\n09:48 Stakeholders High And Low\n13:41 Sales Enablement Early Win\n16:20 Proactive PMM With AI\n23:38 Playbook Step One Allies\n29:50 Tie Work To Goals\n32:39 Building The Team\n36:30 Protecting Headcount\n37:23...","thumbnail_url":"https://img.transistorcdn.com/xba0rfCldfNgoolPwQoydRLsAmxsrCC3S0E67BcQXho/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS85NGNj/YzBhOWQzOGYxOWE0/NGY0YWQ1MDc4MmQ3/YzJjYy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}