The ONLY proven, all-in-one system designed to help product marketers land their dream PMM job in as little as 30 days. The PMM Dream Job System The ONLY proven, all-in-one system designed to help you land your dream product marketing job in as little as 30 days. I'm Ready to Land My Dream Job! Learn the proven techniques that helped 200+ PMMs land their dream roles—from crafting a standout resume and acing interviews to mastering assignments and negotiating salaries. Get the accountability you need with a dedicated buddy and a supportive community, plus live workshops and bonuses to keep you motivated and on track. Alumni using the process have landed their dream roles in as little as 5 weeks (even after months of searching) at top companies like: Signs you don’t have a solid job search strategy: You are tired of applying to every new job, spending hundreds of hours filling out applications without any responses. You’ve got to the interview stage but can’t seem to get past the first round. You always prepare answers for each interview but leave feeling discouraged you didn’t show your true self. You lose out to “more experienced” candidates, even when you suspect that’s not true. You find yourself close to an offer but never seem to seal the deal. Stop doing what’s not working. Finally start job searching the right way in 2025. Susan Liu , Sr Product Marketing Manager, Semble "I was job searching on my own for 6 months with no results, and after enrolling in Yi Lin's program, I landed a role in 5 weeks . My only regret is not investing in this program sooner!" Carrie Silver , Product and Content Marketing Manager, Remote "I went from being stuck to landing my dream role at a fully remote company in less than 3 months. This was by far the best investment I made for my career!" Gal Perelman Product Marketing Lead, Unit 21 As someone who didn't work much in the US, I felt stuck and struggled to move forward. When I reached out to Yi Lin, I could immediately see the results. Her program and community provided incredible value, including training sessions, live feedback, and workbooks. With these resources, I was able to land multiple interviews, pass the entire process, and score several PMM offers! Her help was life-saving, and her feedback, approach, and methodology are PRICELESS. I learned so much about communicating my story to others professionally. I would recommend Yi Lin's PMM to any PMM! Adam Miller Solutions Marketing Manager, Ellucian I can't say enough about how much I love the Courageous Careers community. Whenever I post a question, community members quickly jump in and help me get the answers I need on any topic. As any job-seeker knows, final projects are grueling and tough to nail. But with the help of the Courageous Careers community, I greatly improved my presentation that helped me land an offer. Yi Lin also hosts awesome workshops that have helped me upskill in my interview skills. Every time I attend, I know I'll leave with a ton of value. I'm so thrilled to be here! Yiwen Xu Staff Product Marketing Manager, Docker Job searching is a blend of science and art. It's for this reason that I was so happy with my decision to join Yi Lin’s job search program and community. The Science: Her structured frameworks and workshops provided a methodical approach to strategizing and refining my job search. In particular, Yi Lin’s advice on writing a cover letter in the application to stand out in this competitive market and her multi-step interview prep guide were gold. The Art: Whenever I had specific questions or needed to bounce ideas, Yi Lin and community members actively contributed their experiences and expertise. Their words of encouragement and willingness to share their own vulnerability made the journey less lonely. As a result, I went from not receiving any interviews to finally reaching the hiring manager rounds and final rounds and eventually securing my dream role as Staff Product Marketing Manager. I highly recommend enrolling in her program. You won’t regret it! Brandon Hatter Sr Product Marketing Manager, Emnity Yi Lin's expertise in navigating an incredibly competitive PMM job market was invaluable in my job search. Her approach was exactly what I needed to progress in interviews and truly differentiate myself amongst a sea of PMM talent. Additionally, the community she has built is an amazing group of people who are eager and willing to share their time, insights, support, and connections to help one another. Choosing Yi Lin's program was easily one of the best decisions I have made and I highly recommend her to any PMM looking to take the next step in their career! Angelica Navarro Product Marketing Manager, Scorpion Last year, after leaving a company that was not a good fit for me, I was feeling unsure, discouraged, and stuck. Being in Yi Lin's program helped me boost my confidence, identify my superpowers, turn myself into a "product," and market myself to potential employers effectively. Eventually, I got further and further into interview stages and finally, presentations and projects. In Yi Lin's program, I got a wealth of incredible resources to help me interview well, ask the right questions, and ace interview assignments. With hard work and help from Yi Lin, I landed a role that feels like the RIGHT role for me and is also a bump in title! Yi Lin and her community of fellow PMMs were there for me through every step of my journey. I felt seen, heard, and supported—on the days when I was feeling not-so-great, I never felt alone. I can't recommend her program enough! Stephanie Watshon Product Marketing Manager, Deloitte Yi Lin is an incredible career coach. She can help you identify your dream job, apply and interview for it, and then coach and develop yourself professionally once you’ve landed it. Her clients have the opportunity to collaborate and network with each other, and she’s built a strong and supportive PMM community around her business. With Yi Lin’s program, I accepted an offer within only one month of job hunting. I couldn’t recommend working with her more! Sabari Sawant Product Marketing Manager, AWS I wholeheartedly recommend Yi Lin's job search program. After enrolling in her program and joining her community, I landed a great job in 2 months! All of the expertise and resources, along with her dedication, set her uniquely apart as a coach and mentor . Specifically, immediately after working with her, I diligently followed all her advice, from how to format my resume to how to prepare for each interview - this helped simplify at least half of the preparation process for me and immediately transformed my interview outcome. In addition, Yi Lin’s job search community proved transformational for me. One exceptional member of Yi Lin’s community (a former client of hers) provided generous support to help me with mock interviews . Other members also went out of their way to provide me with referrals and gave insightful guidance on their experiences, which led me ultimately to victory. Klarissa Djajalie Product Marketing Manager, UserCentric I was landing screening interviews but wasn't advancing so I joined Yi Lin's Program, and I am so glad I did! The program really helps you rethink your experience and work on your messaging and positioning for yourself, and the community is truly one of the most supportive and motivating communities of PMMs and aspiring PMMs out there. I've since landed an offer and I couldn't thank Yi Lin and the community enough for the support in the job search process and helping me find my confidence again. Khuslen Khosbayar Associate Product Marketing Manager, Kong Yi Lin's program has been an incredibly enriching experience for me. Though I initially entered the program hoping to land my next role (which I did!), I quickly realized that this program offered much more than just the promise of a new position , thanks to the carefully designed workshops, along with the active community she fostered. Going into my new role, I will keep in touch with the fantastic people I've met in the community! Thank you, Yi Lin, for fostering such a supportive and active community through your awesome program! Read 60+ Testimonials on LinkedIn (Recommendations Section) Having coached hundreds of PMMs, I've identified the seven most common challenges that prevent job seekers from landing their dream roles sooner: ❌ You struggle to translate your experiences from another sector or role in a compelling way. ❌ You’re using a “spray and pray” approach with applications, hoping something sticks. ❌ You don’t know how to position yourself as the ideal candidate and don’t know what hiring managers really want. ❌ You’ve got great experience, but your stories fall flat in interviews. ❌ You’re unsure how to drive interview conversations to demonstrate executive presence. ❌ You’re missing the mark on your assignment/case study and don’t know where it went wrong. ❌ You’re lacking confidence in your ability to succeed in a competitive job market. Here's the truth: interviewing without the right guidance is like studying for an exam without knowing the subject. If you’ve ever walked away from an interview questioning what went wrong or feeling lost about what hiring managers are looking for, this program is for you. You’ll identify the blind spots holding you back, then get practical, effective steps to course-correct. With insights from over 200 successful alumni, a strong support network, and a proven rubric to guide you, you’ll finally see what hiring managers are looking for. Stop second-guessing and start your journey to becoming the "YES!" candidate. Get the insider knowledge you wish you’d had from the start—and make your next interview your last. I'm Ready to Land My Dream Role! Land your dream PMM role in 2025 with a proven, accessible system. The PMM Dream Job System delivers 30 impactful, bite-sized lessons, exclusive PMM content and interview bonuses you won’t find anywhere online, and hands-on exercises across 9 actionable modules. Previous alumni say the ROI is worth more than 10x the price, but my mission is to make a fulfilling PMM career within reach for everyone. Module 1: Your Winning PMM Job Search Strategy Introduction & what to expect Master the proven strategy to apply for fewer roles and land more interviews. Uncover the real reasons companies hire and what hiring managers truly look for (insights you won’t find elsewhere). [BONUS] Build efficient job search habits with the PMM 30-Day Job Search Guide and Job Search Tracker [templates included] . Module 2: Define Your Ideal Company Profile (ICP) Identify your unique value and competitive edge with a tailored, step-by-step framework to focus on companies that match your strengths. Build laser-focused messaging aligned with your ICP, supported by a personal messaging house [template included] . Module 3: Craft a Hyper-Targeted Resume Follow a step-by-step guide to create value-driven, keyword-optimized resumes that both ATS and hiring managers love [3 resume samples/templates included!] . Write concise, impactful bullet points that translate your experience into interview opportunities. Module 5: Apply the Right Way to Land Interviews Master PMM networking techniques to secure referrals that turn into real interviews [guide included] . Learn how to conduct informational interviews that genuinely advance your job search. Discover creative outreach methods to stand out from the crowd. Simeon Atkins, Sr PMM at Mention Me "Before, I struggled to present my experience in a way that stood out to hiring managers. After utilizing Yi Lin’s approach, I secured a first-round interview for 1 in every 5 applications and landed a Senior PMM role with a salary increase at my top-choice company." Follow my proven Interview frameworks to craft strong, structured responses to behavioral, technical, and stakeholder questions. Master nerve control and psychological principles to remain calm and stand out. Streamline prep with the Interview Workbook: Use this easy-to-follow alumni favorite to prepare effectively [workbook included] Stand out with reverse interview questions by leading conversations confidently using my curated questions [guide included] [BONUS] Sample Answers to the 8 Toughest Interview Questions. [BONUS] Watch 11 Mock Interviews with Real PMMs (from new PMMs to directors) to see strategies in action (priceless) Module 6: Ace Your Interviews Module 7: Create Stand-Out Assignments Gain a competitive edge with a systemized approach to PMM assignments [guide included] . Beat more experienced candidates by understanding exactly how your assignment will be scored using the scoring rubric [rubric included] . Take the guesswork out and know exactly how to stand out with a step-by-step assignment walk-through. [BONUS] Get 3 real-life assignments from past alumni (priceless) Module 8: Choose the Right Company and Negotiate Your Worth Master the framework you need to choose the right company [worksheet included]. Learn the negotiation strategy that has helped past alumni achieve salary increases of up to $50K [guide and script included] . Discover how to negotiate beyond salary for added benefits and perks. "Following Yi Lin’s advice, I was able to negotiate a higher salary, even after getting laid off. The investment in her program immediately paid off, and MORE." Jordan Adler, Product Marketing Manager at Kick-Up Module 9: Thrive in Your First 90 Days Make an impact from day one with my 30-60-90 day onboarding strategy. [template and checklist included] Learn and avoid the common mistakes PMMs make when onboarding. Additional Resources to Help You Succeed Beyond video lessons, guides, and templates, here are additional bonuses to help you with everything you need. Bonus 1 Monthly live coaching support Get exclusive access to monthly live group coaching calls designed to support you through every stage of your job search. In these sessions, you’ll: Get real-time answers directly from me: Bring your questions on resumes, interviews, or negotiations - I'll provide clear, actionable guidance Learn from fellow PMM job seekers: Connect with a supportive group, sharing insights and celebrating wins together Stay accountable and motivated: Regular check-ins keep you on track and energized Best of all, you can keep attending until you land a job and get access to all previous recordings, ensuring you have all the support you need to reach your career goals. I'm Ready to Land My Dream Role! Total Value: $11,027 30 impactful lessons/resources across 9 actionable modules .................................................... (value $3,499 ) packed with exclusive PMM job search content, templates and guides Real client mock interviews and assignments pack you won’t find anywhere else .................. (value $1,999 ) Lifetime access ....................................................................................................................................... (priceless ) [BONUS] Monthly live coaching until you land a job ......................................................................... (value $995 ) [BONUS] Private Slack group until you land a job, with access to 200 alumni and peers .............. (value $995 ) Friends for life ......................................................................................................................................... (priceless ) [BONUS] Curated buddy system ......................................................................................................... (value $1,495 ) for accountability and feedback to accelerate your learning and not feel alone [BONUS] The PMM 30-Day Job Search Guide ......................................................................................... (value $49 ) (on Notion) to keep you organized and on-track [BONUS] Access to exclusive PMM fundamentals masterclasses ............................................. (value $1,995 ) to make you a better PMM [GUARANTEE] 30-day refund policy ......................................................................................................... (priceless ) if you aren’t satisfied with your experience (200+ alumni doubt it!) Apply Now Your investment: $1,095 Here is everything you will get in the PMM Dream Job System: Bonus 2 A Private, Supportive Community Just for You Access an exclusive, daily-active Slack community of 200 fully vetted alumni and peers, ready to support you at every step, until you land a job. Tap into collective experience: Get insights and advice from others who’ve successfully navigated their job searches. Unlock exclusive job opportunities: Be the first to access roles from this personal network and get referrals. Build a lasting network: Form friendships and connections that go beyond job searching. This community has been a launchpad for countless PMM careers, helping alumni land jobs through referrals, support, and shared resources. Bonus 3 A Buddy System Built for Real Progress No more going it alone! Get matched with a dedicated interview practice buddy and start making strides with real, actionable feedback. Say goodbye to awkward solo practice or the stress of "winging it" in interviews. With this buddy system, you’ll gain: Support and accountability: Practice with someone equally motivated to land a role, keeping each other on track. Authentic feedback: Get insights that help you see your strengths and growth areas clearly. With a buddy by your side, you'll have the encouragement and feedback needed to elevate your interview game and move closer to your dream job. FAQs What happens after I apply? After applying, you’ll fill out a quick 5-minute application so I can understand your motivation for joining. I’ll get back to you within 24 business hours. Once accepted, you have 24 business hours to make payment to secure your rate (this is especially important if you applied on the last day of the early bird discount). Once you join, you’ll have immediate access to the full program on Teachable, plus every additional resource and bonus. Go through it at your own pace! Why do I need to apply? I review each application to ensure that every participant is highly motivated and a great fit. This way, you’ll be learning alongside other driven job seekers, making it a quality experience for everyone. What happens after 30 days? After 30 days, you keep access to all resources, monthly live Q&A sessions, the community, and your buddy. Your journey doesn’t end here - you’ll have ongoing support every step of the way until you land your dream job. Will this program help me get a job? Absolutely! Applying what you learn will put you well on your way to landing your dream role. Results depend on your effort, but past participants have landed roles within weeks—even in a tough job market. Do you have a refund policy? Yes, I offer a 30-day money-back guarantee. If you watch at least 80% of the lessons, complete the exercises, apply for jobs, attend workshops, and still don’t find value, I’ll refund your money. Note that I can’t guarantee job placement in 30 days, but previous alumni have found roles quickly with this system. I'm confident you’ll find it worthwhile. This guarantee doesn’t apply if you stop job searching or don’t fully engage. Please feel free to check out the full Terms and Conditions . How much does it cost? Is there a payment plan? The full course price is $1,095, with an early bird special at $795 until Dec 20, 2024. A flexible payment plan is also available in three installments at $325/mo for three months during the early bird period, or $425/mo for three months thereafter. Alumni report gaining at least 10X their investment back through higher salaries, faster job placement, and career advancement. How is the PMM Dream Job System different from 1-1 Coaching? The PMM Dream Job System is perfect for those who prefer a structured learning experience and the energy of learning alongside others. It’s designed to guide you step-by-step through every phase of landing a product marketing job, offering flexibility with on-demand lessons and community support through live coaching and the buddy system. This program does not have 1-1 support. This 1:1 Complete Job Search Coaching Program is perfect for professionals seeking highly personalized guidance tailored to their unique circumstances. This is a complete customized program and is ideal if you: Have an unconventional career path or a career switcher and need help crafting a compelling narrative. Are at a more senior level and require customized strategies to navigate the competitive job market. Need to land a role as quickly as possible without compromising quality or fit. Simply prefer 1-1 support to receive the highest level of accountability. With this program, you’ll receive my highest level of individual attention and expertise, ensuring every aspect of your job search is optimized for success. Because of the personalized nature of this program, I accept only a limited number of 1:1 clients each month to provide the focus and support you deserve. How is the PMM Dream Job System different from your previous courses? The PMM Dream Job System combines all the best elements of my past courses based on years of experience and client feedback. This program includes the foundational strategy plus the latest insights, bonuses, and enhanced support. It’s my magnum opus, crafted to be the most up-to-date and comprehensive version of my course with group support to help you land your dream PMM role. How does the buddy system work? You’ll be paired with another participant with similar goals and experience to support each other and stay accountable. If your buddy lands a role, you can be matched with a new one. What commitment is required? You can go as quickly or leisurely as you’d like. Even with a busy schedule, you can succeed with around 30-60 minutes a day for job searching. Can’t I just do this myself with free content? If you could, you likely would have already. This system is structured to give you a clear, proven path that free content doesn’t provide. Can I buy some content separately? Unfortunately, no. The PMM Dream Job System is designed as a complete program. Breaking it apart would mean missing key elements that ensure your success. Bonus 4 The PMM 30-Day Job Search Guide (on Notion) Take control of your job search with this step-by-step guide, designed to map out every task you need to complete throughout the bootcamp. Alumni love it because it provides clear, daily actions, showing you exactly what to do each day for maximum success in your job search journey. Bonus 5 Exclusive PMM Fundamentals Masterclasses Access live workshop recordings to learn best practices for leveling up as a PMM. Workshops include: Positioning and messaging fundamentals (3-part, 4.5 hours) Product launch strategy 101 (1 hour) How to get promoted (1.5 hours) save $300 before 11:59pm PT, Dec 20, 2024 (payment plan available) Total Value: $11,027 30 impactful, bite-sized lessons across 9 actionable modules packed with exclusive PMM job search content, templates and guides (value $3,499 ) Real client mock interviews and assignments pack you won’t find anywhere else (value $1,999 ) Lifetime access (priceless ) [BONUS] Monthly live coaching until you land a job (value $995 ) [BONUS] Private Slack group with access to 200 alumni, mentors, and peers (value $995 ) Friends for life (priceless ) [BONUS] Curated buddy system for accountability and feedback to accelerate your learning and not feel alone (value $1,495 ) [BONUS] The PMM 30-Day Job Search Guide (on Notion) to keep you organized and on-track (value $49 ) [BONUS] Access to exclusive PMM fundamentals masterclasses to make you a better PMM (value $1,995 ) [GUARANTEE] 30-day refund policy if you aren’t satisfied with your experience (200+ alumni doubt it!) (priceless ) Apply Now Your investment: $1,095 $795 Here is everything you will get in the PMM Dream Job System: Stop the dread. 2025 is the year you land your dream PMM job. Apply Now Module 4: Develop a Cover Letter & LinkedIn profile that converts Avoid the most common mistakes average candidates make with cover letters. Anatomy breakdown of an ultra-compelling cover letter [sample/template included] . LinkedIn hacks to make your profile an interview magnet [template included] .

Contact Yi Lin Pei, your career coach for the product marketing industry. If you're focused on career growth, seeking your dream job, or needing an interview coach, Yi Lin is here to assist. Offering a free consultation call, she tailors her programs to fit your specific needs. Fill out the form and get a response within 24 hours to schedule your career-transforming conversation. Begin your journey towards a rewarding career today! First Name Last Name Email LinkedIn How did you find me? Do you subscribe to my Courageous Careers Newsletter? * Yes No Please describe your challenges: Which program are you interested in? Select As 1-1 coaching is an investment in yourself, it requires time, energy, and a financial commitment. Who better to invest in than yourself? My program costs range from $2,495 to $4,500. Flexible payment plans are available. Are you on board? Select Yes or No? Submit Thank you for contacting me. I'll reply within 2 business days. What People Say “Having spent time in start-up and big-tech, Yi Lin shared amazing insights and frameworks. I absolutely would highly recommend her to anyone who is thinking through career opportunities and specifically within Product Marketing” — Sadiya N., Senior Product Marketing Manager "I'm so grateful to have met Yi Lin. She provided insights on the right companies to target and held my hand through it all. With her help and support, I finally landed my dream role!" — Surbhi Gupta, Product Marketing Manager, Avalara CONTACT YI LIN PEI Interested in working with me 1-1? I am so looking forward to meeting you! I offer a free consultation call to learn more about you and provide more insights on how we can work best together. Please fill out the form below, and if there is a fit, I will respond within 48 hours to schedule a call. Talk to you soon!

Learn about Yi Lin Pei, your dedicated career coach at Tech Growth Coach. From immigrant to a leader in product marketing, with solid credentials and first-hand experience, Yi Lin offers unique support, aiding you to overcome hurdles in your career path. Get acquainted with her values and understand why she's exceptionally suited to guide you towards your dream job. ABOUT YI LIN PEI My mission is to help you achieve your dream career goals with confidence and courage. My Career Story Hello! My name is Yi Lin Pei. On the surface, it may seem like I have it all figured out - I am the founder of a successful coaching business, a 3x Product Marketing Leader, and a mother to a fun-loving child. In short, I seem to be living the dream. But I didn’t start there. As an immigrant Asian woman who grew up in Zambia, the odds were against me from the beginning. I came to the U.S. alone when I was 16 to get an education at the University of Florida. I didn’t know anyone. My mother, who raised me all on her own, gave me her entire savings so I could pay for my tuition. So it was no-brainer when I chose to focus all my attention on getting the highest grades possible and securing a safe and respectable job out of college. I did exactly that and got an offer to work as a transportation engineer at a great consulting company (two college degrees later). For a long time, I thought that was my path for life. But even after having climbed the proverbial career ladder, I felt something was missing, and I was not happy in my role. A lightbulb moment went off in my head when I learned about marketing for technology companies. It was exactly what I had wanted to do and what I know was missing. So when I decided to quit my safe job and pivot into this new role that I barely knew (and had zero experience in), people thought I was crazy. Doing a 180-degree career pivot was no cakewalk. I was met with countless failures and rejections. Every time I was told I didn’t have the relevant experience or lacked certain skills. While I was initially devastated, I picked myself back up, changed my strategy, and developed a unique method that focused on my strengths while honoring my authenticity - and soon I landed my first role in tech marketing at Autodesk. Today, several promotions and roles later, I'm now a coach. I can truly say I feel a deep alignment between my work and my purpose. What my personal experience taught me is that no matter where you are in your career, and no matter your background, it’s possible to achieve your dreams and rise up. Since 2021, I have helped more than 150 clients find, land, and thrive in their dream product marketing careers. My clients work in a wide variety of industries like B2B, B2C SaaS and hardware, Edtech, Fintech, E-commerce, and more. I'm ready to help you on your journey. Why I am Uniquely Qualified to Help You 1. I deliver real results based on proven strategies. Having coached and interviewed hundreds of candidates from APMMs to VPs of product marketing, I know what it takes to land the exact job you are pursuing. As a result, you can achieve your career goals in the shortest time possible - with the most tailored support - based on a proven, repeatable, and structured process that has been tried and tested many times over. 2. I coach you on both hard and soft skills. Most coaches focus on either one or the other. I focus on the whole person since I believe it’s the most effective way to achieve long-lasting results for years to come. In every coaching program, I provide you with the hard skills you need to build your domain expertise and the soft skills you need to navigate your career, from effective communication to overcoming self-limiting beliefs. 3. I have the experience and credentials. As a career pivoter myself who went from newbie PMM to director in 3 years, I walk the walk and combine theory with practice in my coaching. I understand what it’s like to be an outsider, a minority, an immigrant, or a female in a world where you may feel like you don't belong. I will work relentlessly to cheer you on and become your biggest advocate. I am guided by my purpose to create better representation in tech and help everyone succeed. CREDENTIALS & EXPERIENCE Experience Founder and Coach of Courageous Careers (formerly known as Tech Growth Coach) Director of Product Marketing at Teachable (Edtech Startup, acquired) Director of Product Marketing at Brightflag (Series A Legaltech Startup) Sr Product Marketing Manager at View (NASDAQ: VIEW) Content Marketing Manager at Autodesk (NASDAQ: ADSK) Brand Management Associate at Nestlé (Global 500) Former startup founder of InnoWaste Social Impact startup Awards & Interests Top 100 Product Marketing Influencers in the World – 2024, 2023 Top 5 PMM Career Coaches - 2024 Top Product Marketing Voice on LinkedIn – 2024 Best Companies to Work for in Product Marketing – 2022 Award-winning Watercolor Artist and Painter Education M.B.A., U.C. Berkeley - Haas School of Business M.S. in Civil Engineering and City Planning, Georgia Tech B.S. in Civil Engineering, University of Florida (Summa Cum Laude) Ready to work together? Book a Free Consult My Values insight knowledge warmth authenticity directness

Hey, it’s Yi Lin! 👋  Welcome to my monthly newsletter on how to land, grow, and thrive in your dream product marketing and leadership roles. For more assistance than a newsletter can provide, ​ check out my 1-1 PMM coaching programs ​ , or ​  job search program. Today’s newsletter is supported by: 🚀 Navattic’s State of Interactive Demo Report 2025! Interactive demos are taking product marketing by storm—and for good reason. PMMs are using them to drive pipeline, boost win rates, and accelerate product adoption—all with a fraction of the effort required for traditional videos. Whether you’re just getting started or already a power user, this newly released Report reveals what top-performing demos have in common and how you can level up yours today . Check it out Now ​ Why PMM Promotions Don’t Happen (Even When You Deserve One) It’s Friday at 5 PM, and Colleen is still working. She’s knee-deep in the new repositioning work - one of her team’s most critical strategic projects. Her manager told her she was the only one trusted to handle this kind of work. She should feel valued. But she doesn’t. Because despite getting great performance reviews  for three years in a row , despite taking on the hardest projects , and despite working late…she still hasn’t been promoted. She’s wondering: Should I stick it out just a little longer? Maybe my career switch from content marketing is the reason I keep getting overlooked. Maybe I just need to prove myself more. The truth is, Colleen’s story isn’t unique. Every week, I hear the same frustration from PMMs at high-growth companies: “I hit my goals. My manager praises my work. But somehow, I’m still not getting promoted.” "I'm always the one ready to pitch in on a project, but I feel constantly overlooked." It’s frustrating because it feels  like you’re doing everything right. You’re taking on tough assignments. You’re delivering real impact. You’re a trusted voice in meetings. So what’s actually happening here? Here is the truth: promotions aren’t just about performance . They’re about strategy, timing, and visibility . So how do you ensure leadership sees you as the next obvious candidate for promotion ? It comes down to four critical steps: 1️⃣ Be in the Right Place  (because some companies will never promote you) 2️⃣ Do the Right Work  (don’t just “work hard”; do work that matters 3️⃣ Get in Front of the Right People  (because unnoticed work won’t get you anywhere) 4️⃣ Ask the Right Way  (so leadership has no choice but to say “YES” ) Today, we’ll focus on the first two steps . In the next newsletter, we will focus on steps 3 and 4. Step 1: Be in the Right Place Before you even think about proving yourself, you need to ask: 👉 Am I even in an environment where promotions happen? You can be the best PMM in the world, but if your company doesn’t prioritize career growth - or your manager doesn’t advocate for their team - you’re already fighting an uphill battle. So when it comes to selecting the right company, it’s important to consider two important factors: the company’s health and your manager. Signs of a good company What to look for in the right company First, you want to join a company that's on a solid trajectory. No one can succeed by being the captain of a sinking ship. This means looking beyond the flashy perks or temporary extras and digging deeper into the company's fundamentals. Ask the following: Financial health:  Is the company financially stable and experiencing growth? Cultural alignment:  Does the company's culture resonate with your values and work style? Skills alignment:  Are your skills and strengths a good match for the role and the company's needs, and are the skills needed for the role realistic? Growth opportunities:  Does the company have a clear path for growth and advancement, even if it's a startup? Caution:  There are many roles out there that masquerade as PMM roles, but are not actually  PMM roles; for instance, roles that require you to spend 80% of your time on content creation, or running campaigns. It’s extremely important to verify whether the ​responsibilities are true PMM​  (research, positioning and messaging, product launches, enablement). What to look for in a manager Just as crucial as choosing the right company is finding a manager who will champion your growth and advocate for your success.  A supportive and influential manager can make ALL the difference in your career trajectory. Here are some qualities to look for in a manager: Prior track record:  Does your manager have a track record of promoting their team members and helping them develop their careers? Competency/skills:  Does your manager possess skills and expertise that you can learn from, whether in product marketing or general business acumen? Compatible work styles:  Are your work styles complementary? While your styles don't need to be identical, they should be compatible enough to foster a productive and collaborative working relationship. Influence and advocacy:  Does your manager have a strong voice at the table when it comes to promotion decisions? Can they effectively advocate for their team members and ensure their contributions are recognized by senior leadership? The last point is perhaps the most important. If your manager is politically weak  within the organization, it will be 10 times harder for you to succeed, as they will not be effective advocates for you or your team. Pro Tip:  You can learn a lot about the manager and the company by paying attention to how cross-functional partners talk about your potential manager during interviews. In addition, don't underestimate the power of networking and gathering information from sources outside of the formal interview process. Back-channeling, which involves connecting with ex-employees or other individuals within the company, can provide invaluable insights  into the company culture, management styles, and growth opportunities. Assessing your current environment If you're already working in product marketing, it's important to periodically assess your current environment to ensure it's still conducive to your growth . I have developed a worksheet for my clients to conduct this check regularly, and it’s been a game changer. The goal here is not to quit immediately if things don’t look great, but to pay attention to decide what factors are good enough, and which ones are deal breakers. Colleen’s Story (Continued) After realizing her company and manager weren’t setting her up for success, Colleen knew she needed a change. She reached out to me, and we worked together to conduct a health check on her role. It became obvious her manager did not have her best interest at heart and she needed to leave. We then worked on a job search strategy, one that positioned her as a senior-level strategic PMM, not just an executor. Within two months, she landed a Senior PMM role with a $50K salary increase. Here is the thing: no good manager wants to hold you back, even if it means having to find a replacement for you. The work Colleen had been doing at her old company was keeping her stuck. Deciding to quit, and positioning her skills at the level she deserved unlocked her career growth. Step 2: Do the Right Work Being in the right environment is important, but it’s just the starting point. If you want to stand out and position yourself for promotion, it’s not about doing more - it’s about doing the right things. Yet, here’s the biggest misconception I see: Many PMMs believe that “career growth” means mastering every skill  on the PMM career ladder. It couldn’t be further from the truth. I cringe every time I see massive career matrices—those exhaustive checklists that seem structured and impressive but are impossible to execute in real life. I often coach Heads of PMM to redesign these frameworks because they create a false sense of progression. They push PMMs to become generalists, when in reality: 💡 PMMs who get promoted aren’t the ones trying to do everything. 💡 They’re the ones who excel in a few key areas that drive impact. The key to career acceleration isn’t checking every box - it’s mastering the specific skills that move the needle. If you’re feeling stuck in your growth, ask yourself: Are you focusing on what truly matters, or just trying to do it all? The T-Shaped and π-Shaped PMM Rather than spreading yourself too thin, focus on one or two key areas of deep expertise while having broad exposure across the rest of product marketing. Depth:  You have deep expertise and proficiency in one or two core product marketing skills, making you a go-to expert in those areas. This could be in areas like product launches, competitive intelligence, or messaging and positioning. Breadth:  You have broad exposure and a general understanding of all other areas of product marketing, allowing you to collaborate effectively with different teams and contribute to a wide range of projects. And instead of waiting for leadership to define your strengths, you need to define them yourself. Ask yourself: 💡 What do I want to be known for? 💡 What work do I consistently deliver at an exceptional level? 💡 Which projects have I worked on that created measurable business impact? Here are examples of high-impact skills areas for PMMs: Positioning & Messaging  → You own how your product is perceived and differentiated. Product Launches & GTM  → You drive strategy that leads to revenue impact. Research and insights  → Your insights influence executive decisions and roadmap strategy. Sales Enablement → You build materials and processes that help sales close more deals. The goal is to be the “go-to” person for one or two of these—and make that expertise undeniable. Three Fundamental Areas to Master in Product Marketing You might be thinking, "Great, I’ll just focus on developing those core skills, and I’ll be all set, right?" Not quite. While core PMM skills are essential, they’re only part of the equation. To truly stand out, you also need to build your visibility, influence, and strategic thinking.  These are the skills that, over time, will set you apart the most once you’ve mastered the basics. At every PMM level, the key is to focus on the most important skills within these buckets to grow. When I figured that out, my career took off. Here’s how that looks: 🌱 PMM (Entry to Mid-Level PMM): Core Skills: Gain broad exposure across the 4 foundational areas, while delivering high-quality work in at least 2 areas. Visibility & Influence: Build strong, two-way relationships with key stakeholders with minimal supervision. Strategic Thinking:  This is still a developing skill at this stage, as PMMs typically execute plans set by leadership. 🌿 Senior PMM (Highest IC Level): Core Skills: Demonstrate experience across all core PMM areas with exceptional proficiency in at least one (e.g., the go-to positioning expert). Be truly T-shaped or π-shaped and operate with little to no supervision. Visibility & Influence:  Beyond stakeholder relationships, senior PMMs excel at making business cases and managing up effectively. Strategic Thinking: While you may not own the full team strategy, you actively contribute to it and propose opportunities based on insights. 🌳 Director (People Manager Level): Core Skills:  Guide the team to success by coaching and leveraging a deep understanding of PMM fundamentals rather than doing the work themselves. Visibility & Influence:  Be a trusted advisor to peers and C-suite leaders and contribute significantly to cross-team projects (e.g., a market entry initiative). Strategic Thinking: Own the strategy for the entire PMM team and influence company-wide direction. Creating Your Career Growth Plan Now that you have a clearer understanding of the skills you need to develop, you need to put it into action and track your progress. For that, I recommend the following steps: Define your target level:  What level do you want to reach in your career? Identify the skills and experience required for that level, using the chart above as a guide. Assess your current state:  Honestly evaluate your current skill set and experience. How would you rate yourself on a scale of 1-10 for each of the required skills? Identify skill gaps:  Determine the areas where you need to develop your skills or gain experience to reach your target level. Develop actionable steps:  Create a list of specific actions and activities you can take to close those skill gaps. This could include taking courses, attending workshops, volunteering for challenging projects, or seeking mentorship from experienced professionals. Below is a career development plan that I use with my clients. What’s next? Getting promoted in product marketing isn’t just about hitting milestones - it’s about building lasting influence and positioning yourself for continuous growth. In the next newsletter, I’ll dive into how to build influence, advocate for yourself, and time your ask strategically to land your next promotion. But why wait? You can take action NOW, and you don’t have to do it alone. Through my ​Thrive Coaching Program​ , dozens of PMMs have secured promotions - such as the client below: Here’s how I can help: ✔️ Personalized growth plan tailored to your goals ✔️ Custom resources to sharpen the skills needed for your next level ✔️ Influence-building strategy suited to your personality ✔️ Self-advocacy techniques to help you push for what you deserve I can even help you make the case to your employer to use L&D or professional development funds. 🎁 As part of the Lunar New Year Celebration,  I am offering a special bonus to anyone who books before the end of Jan 2025. :) Schedule a Free Consultation Today! Thank you again for reading! If you have feedback for my newsletter, please reply anytime - I read and respond to every email! To your success, Yi Lin P.S.  Before you leave, I have an extra special offer for you today. If you are a solo or founding PMM, check out this not-to-miss offer below: Are you a solo or founding PMM? If so, you’ll love the PMM Jetpack  by Jason Oakley. It's a premium resource library packed with templates, playbooks, and inspiration tailored for founding and solo PMMs. I've reviewed it myself, and it's hands-down the best resource for navigating the challenges of being a solo PMM. In addition, I’ve just collaborated with Jason to create an exclusive 30-, 60-, and 90-Day Guide  for the Jetpack to help you nail your onboarding and set yourself up for success. Grab the Jetpack for 30% off  with this exclusive offer before 11:59 pm PT TODAY! Use the discount code  COURAGEOUS30 at checkout. Grab the Jetpack Now

Hey, it’s Yi Lin! 👋 Welcome to my monthly newsletter on how to land, grow, and thrive in your dream product marketing roles. Today’s issue is inspired by my newest program, ​ The PMM Dream Job System ​ ,  designed to guide you step-by-step through every stage of the hiring process - from application to offer. 👉 Join the waitlist now and get 3 exclusive bonuses! Bonus 1: The perfect mock interview answer on how to introduce yourself Bonus 2: Interview insights and tips delivered to your inbox Bonus 3: Exclusive early access to The PMM Dream Job System What Hiring Managers REALLY Want (and What You Need to Ace the Product Marketing Interview Process) I’ve helped over 200 candidates land their dream jobs, coached dozens of hiring managers, and designed multiple hiring processes myself. Here’s what I’ve learned: Most candidates work incredibly hard but don’t always focus on the right  things. Why? Because they don’t truly understand what hiring managers want. It’s like studying for an exam without knowing the test material. With layoffs increasing and the end of the year approaching, it’s more important than ever to get this right. That’s why I’m here to help. In this newsletter, I’ll share: What hiring managers are really  thinking at each stage.  The mistakes that quietly cost candidates their chances How to stand out and land the job - by tailoring your approach Now, let’s dive in. Step 1: Define the role and source candidates Good hiring managers don’t start with a job description - they start with a problem. They ask: What’s missing on the team right now? What skills will make the biggest impact? What kind of candidate fits our growth stage and budget? The job description (JD) is the result of these questions. For PMM roles, it’s often broad - listing general requirements - but the priorities are specific. Hiring managers want a T-shaped marketer : someone with a range of skills but deep expertise in areas like messaging, product launches, or customer insights. Once the JD goes live, hiring managers don’t just wait for applications. They’re: Tapping into their networks (sometimes reaching out to me). Searching LinkedIn for candidates who’ve solved similar problems. As one hiring manager told me: “I needed someone to refine positioning and messaging for our platform product. The JD mentioned other responsibilities, but the main focus was on someone who could solve this specific problem for the complex ecosystem we are in.” What You Need to Do: To stand out, you need to think like a product marketer and position yourself as the solution to their problem. Here’s how: 1. Identify Your Ideal Company Profile (ICP) Pinpoint companies that need your unique expertise - whether it’s messaging, product launches, or a specific domain. Craft a clear, differentiated positioning strategy that shows you’re the perfect fit for their needs. 2. Don’t Be a Jack-of-All-Trades The biggest mistake candidates make? Applying everywhere and presenting themselves as “I can do everything.” Hiring managers rarely hire generalists. Instead, focus on showcasing your specialized value proposition. Read between the lines of the JD to highlight how your skills align with their priorities. 3. Optimize Your LinkedIn Profile Use keywords that hiring managers and recruiters are searching for (e.g., B2B SaaS, Platform, Ed-tech). Highlight measurable achievements and be specific about the value you bring to attract the right attention. Remember: clarity and focus will always stand out over trying to be everything to everyone. Step 2: Screen Applications Once a JD is posted, applications flood in. A typical PMM role can attract 300+ candidates in just a few days. Hiring managers need to narrow it down quickly—often reviewing hundreds of resumes to identify the top 10–20 candidates for interviews. Here’s how it breaks down:  ❌ 80% of resumes are rejected in the first pass.  ❓20% make it to the “maybe” pile.  ✅ Only half of those move forward to interviews. What are hiring managers skimming for Relevant experience  aligned with the role’s priorities. A clear narrative  connecting your skills to the company’s challenges. Signals of effort , like tailored resumes and thoughtful cover letters. As one hiring manager put it: “When I get a hundred applications, I skim quickly to separate the ‘no’ from the ‘maybe.’ If a resume doesn’t connect the dots for me in one paragraph, it’s a no. I need to see clear, relevant experience at a glance.” At startups and scale-ups, hiring managers often screen resumes themselves. At larger companies, HR may handle the first pass, but hiring managers still review the final shortlist to ensure alignment with their team’s needs. Either way, the process is the same: stand out or get overlooked. What you need to do: 1. Tailor your resume: Your resume isn’t a list of responsibilities—it’s a solution to their problem. Highlight relevant achievements:  Choose 2-4 standout accomplishments that directly solve the company’s challenges. Do not stuff the resume with more than 5 bullets per job. Add a strong summary statement:  Position yourself as the ideal candidate right at the top. Example Summary Statement: “Product marketing manager, ex-consultant with expertise in GTM strategy, positioning, and messaging for B2B SaaS products in [industry]. Increased adoption by 30% through data-driven campaigns. Excited to bring similar results to [Company].” 2. Make your application stand out: Write a thoughtful cover letter:  Use it to connect your achievements to the company’s challenges and demonstrate your communication skills. (Hint: Cover letters are NOT dead. Reach out thoughtfully:  Don’t rely solely on your application. Contact hiring managers or advocates directly. This shows initiative and highlights your unique value. Even if not every manager replies, those who do can significantly boost your chances. Remember: hiring managers are looking for clarity and relevance. Show them you’re the perfect fit, right from the first glance. Step 3: Interview Candidates Once a candidate passes the application screening, the product marketing interview process begins. A strong hiring manager should design each step with a specific purpose to narrow down the best match. For example, I typically create a detailed interview plan for every hiring process. This includes identifying the right stakeholders to involve, defining the areas they need to evaluate, and outlining the key questions they should ask. Involving key stakeholders ensures alignment and builds buy-in from the teams the candidate will work closely with. Unfortunately, many interview processes today are excessively long, often due to poor planning. A well-structured process should take no more than two months—dragging it out signals inexperience. After every stage, there’s a team debrief. Hiring managers ask:  Can this person solve the problems we need addressed? Do they align with the team dynamic, culture, and role? Will they bring energy, ideas, and be a strategic asset? Why “good answers” aren’t enough Here’s the truth: even good candidates can fade into the background. As one hiring manager told me after eight back-to-back interviews, “I couldn’t remember who said what—most candidates gave the same cookie-cutter responses.” The issue? Candidates focus on what  they’ve done without explaining the why . Most answers are forgettable, even when they’re technically correct. What you need to do instead Standing out requires thoughtful preparation and structured responses. This isn’t about overloading your answers—it’s about making them memorable. Here’s how my clients prepare using a tailored interview prep workbook: Study the company and role. Research each interviewer’s background. Craft a personal story that highlights your most relevant experience. Tailor responses to match the unique demands of every interview stage. How to take your responses from good to great in 4 steps: Use a structured framework like PSAR that I created (Problem, Solution, Action, Result) to organize your answers. Focus on the “why” behind your actions. Hiring managers care about your thought process. Refine your delivery. Confidence and authenticity make your answers stand out. Ask thoughtful follow-up questions to demonstrate curiosity and engagement. Here’s the thing: mastering interviews is one of the hardest skills to learn. It’s not just about what you’ve done—it’s about aligning your experience and messaging with the company’s needs. That takes preparation and practice. A hiring manager I coached told me: “I remember a candidate who had never been a dedicated product marketer but had a strong related background in content marketing. What impressed us was how they discussed collaborating with sales and using customer feedback to refine messaging, with very detailed examples that didn’t get lost in the weeds. It showed they understood the bigger picture.” Stage 4: Evaluate with an Assignment Ahh, the dreaded assignment stage - the most time consuming round in the interview process. While I don’t agree with overly lengthy or poorly designed prompts, assignments give hiring managers a deeper glimpse into how you’d perform on the job. In fact, I’ve seen candidates who were just “okay” in interviews blow the competition away with their assignments—and vice versa. So, while this stage can feel daunting, treat it as your opportunity to shine. Assignments are typically crafted to mirror key tasks you’ll handle in the role. For PMM positions, common assignments include: GTM launch strategies Sales pitch decks Positioning and messaging exercises This is what hiring managers are really looking for: Strategic thinking:  Does your solution directly address the company’s challenges? Creativity:  Do you bring fresh, innovative ideas? Storytelling:  Are your ideas clear, compelling, and easy to follow? One of my clients, for instance, delivered an outstanding GTM launch assignment that not only answered every single step logically but included additional “wow” components, including a real customer video he made by interviewing a customer to articulate the value of the feature. He got the offer within the same day. 4 things you need to do instead: 1. Understand the goal: What is the hiring manager really  asking for in the assignment? If anything is unclear, don’t hesitate to ask for clarification. Most hiring managers are happy to provide additional context. 2. Create an outline first: Map out key story points or themes before diving into the details. Many candidates skip this step and end up with disjointed work or missing key information. Starting with a solid structure ensures your narrative flows logically. 3. Research and build content thoughtfully: Focus on quality, not quantity. Include one or two standout elements that showcase your creativity or unique perspective. 4. Edit, review, and practice: Polish your work for clarity and conciseness. Practice delivering your assignment if it involves a presentation. Confident delivery can elevate even a solid but unspectacular idea. Step 5: Make the Offer Congratulations—you’ve made it to the final stage! At this point, the hiring manager wants to close the deal. They’ve spent time and energy finding the right candidate, and now they’re ready to secure you quickly. What you need to know: Sometimes the process stalls - don’t panic. If you haven’t heard back, reach out to the recruiter or hiring manager with a polite follow-up. Delays often happen due to internal discussions or evaluation of other candidates. If you’re in competition at the final stage (likely), set yourself apart with something extra: Send a thoughtful follow-up email sharing actionable ideas or insights. Reinforce your value with creative, specific contributions. (This is how I landed my first tech role!) When you get the offer, always negotiate.  Companies expect it, especially from strong candidates. This is your moment to secure the best package, and good hiring managers will advocate for you. Pro tip:  Negotiation isn’t just about salary. Look at the full package including benefits, equity and perks. Make sure the role aligns with your personal and professional goals. Stay professional and focused. Negotiation is about ensuring the role works for both you and the company. Closing the deal isn’t the end - it’s the start of your next big chapter. How can you land your dream job faster? Here’s the truth: landing your dream PMM role is an entirely different skill set than being a great PMM. It takes strategy, focus, and support. Even confident VPs struggle to stay motivated and consistent in today’s volatile market. So over the past months, I’ve put everything I’ve learned from years of coaching, student feedback from my previous courses, running my community, and industry changes into creating my newest program - the ​ PMM Dream Job System ​ . This is a proven program to help you: Navigate the entire job search process with 30 impactful, bite-sized lessons across 9 actionable modules, packed with exclusive PMM job search content, templates and guides. Stay motivated with monthly  live group coaching,  a daily-active job search community , and a buddy accountability system . This is truly my best work yet. Ready to take the next step? Join the waitlist today and start building the career you deserve. As a reward for those who take action, you’ll get access to 3 exclusive bonuses 🎁 : Bonus 1: The perfect mock interview answer on how to introduce yourself Bonus 2: Interview insights and tips delivered to your inbox Bonus 3: Exclusive early access to The PMM Dream Job System To your success, Yi Lin

Product marketing is on the rise. According to the ​most recent data shared by MKT1​ , PMM is currently the most popular role within marketing hiring. This means many companies are hiring product marketers for the first time, and many of these successful PMMs will go on to build the first PMM team. If this is you, that’s amazing! But how do you ensure your success, and how do you build your team? This is part four of my newsletter series, How to Build Your Product Marketing Strategy, and we’ll be diving into just that. ​​Part 1: The 3-step product marketing strategy framework ​​ ​​Part 2: Aligning the strategy with the business stage ​​ ​Part 3: Operationalize product marketing through growth tactics ​ Part 4: How to thrive as a founding PMM and build your first team ← today’s newsletter 🎉 Section 1: How to be a successful founding PMM Before we discuss building a team, let’s discuss how to be a successful founding or first-time PMM. First, you want to ensure you are in the right role and environment to succeed. I recently wrote ​this post​  on 3 recommended profiles and anti-profiles for founding PMMs. This is not meant to be prescriptive but a general guideline to help you ensure you are set up for success. Once you are in the right environment to succeed, here are 4 tips that are essential for you to drive early (and sustained) success: 1. Pick the key strategic initiatives first.  The biggest failure mode of the founding PMM is you get spread peanut butter thin against a backlog of everyone’s “we want this from you” needs. Don’t serve all masters. Pick one area of strategic importance and pilot  how the function should work for that initiative. Then you have an example of what success looks like rather than getting buried under a pile of to-dos that don’t let the function act with the strategic purpose. To identify the highest priorities, I recommend: Get deep into the company's business model (e.g., how it makes money), its key goals/metrics, and audit the GTM motion across key funnel parts. Examples of initiatives you might uncover could be a need to revise pricing and packaging or get better messaging tested by sales. Align with founders and key leaders. Understand how they view the biggest challenges and blind spots. Most importantly, ask, "How do you want the company to be perceived 12-18 months from now?"  Remember, PMM's unique purview is to keep the long-term and short-term POVs together so the short-term better serves the long-term position the company should hold. Come up with a gap analysis/opportunity assessment of the biggest needs, categorizing them according to different growth levers (to read more on growth levers, ​check out this article​ ). Then, prioritize your opportunities and communicate them with a framework. The ​Action Priority Matrix​  from product management can be helpful here. 2. Say what you won’t do. This is as important as what you do take on. Being strategic means there has to be a “no” or “not now” bucket, as again, there is an endless list of things you could do. Draw a firm boundary. This is precisely where the Action Priority matrix can also help you. You can always make pragmatic exceptions if you need to, but without the hard boundary, the pile on your virtual desk will get too high to be successful when you’re a team of one. 3. Evangelize the role of product marketing.  As you are the sole PMM, take time to educate others on how product marketing will function at YOUR company. No two companies draw all the lines around it exactly the same way, because the range of what’s important and the market situation shifts over time, how it can add value across business metrics, and how you expect it to work with your partner teams (product, sales, marketing) to deliver results. Creating a PMM team charter with stakeholder input can be really useful, as can regular feedback loops with stakeholders. A PMM charter should include information on the scope and goals of the product marketing function, ​ the strategy​ , how it works with other departments, key projects, and focus areas. 4. Introduce processes and plan for scaling the function over time. As you start getting wins under your belt, and have better understanding of the role (could be anywhere from 3-12 months), you can start thinking about building out standard processes (e.g. a standardized launch process). In the model where you launched this as a pilot , you can define the standard for launch process by example, then roll it out to other areas. Section 2: How to build your product marketing team As your company grows, and as you build more value, you will need to grow your team. How do you set them up for success? While no two teams will look exactly alike, this is a framework I built and evolved to help you guide you on building your first PMM team. I use the 4Ps framework (not the one you are thinking!):  Purpose, People, Process and Performance  to do this (from the seminal book “The Wisdom of Teams"). Purpose This is about setting up a clear understanding of why the team exists and what it aims to achieve. It means having a clear mission and vision for the team and clearly articulating the team’s objectives, goals, and highest priorities. This should be a more refined version of the founding PMM charter you have created, aligned with the most important company objectives. People With clarity on the team strategy from step 1, the next step is to identify the hiring strategy. Based on the team's specific needs, break down the areas where you need help and then determine what kind of help you need and the profiles of each hire you need. Here are 5 tips you need to keep in mind when hiring: 1. Build the smallest team first. One of the common mistakes I see first-time hiring managers make is over-hiring. I recommend mapping out the responsibilities of each role for at least 12 months (it’s really hard to see past that, presuming these are less mature companies–since, after all, this is their first time building a PMM function). If you can do that confidently, then it’s likely a full-time hire is justified. Let us not contribute to the terrible culture of hiring and firing (and mass layoffs due to poor planning). 2. Consider part-time and third-party hires ALONG with full-time hires.  Given limited resourcing and point #1 above, it’s important to consider all types of hire. Inspired by Peter Mahoney’s framework shared on Exit 5, here is my version of it to help you choose which type of hire is needed. 3. Hire based on gaps and strengths.  Instead of focusing purely on the skills and excellence of each individual, also consider how the skills will complement your own gaps/weaknesses. E.g. if you are amazing at sales enablement but are weaker on positioning, you may consider hiring someone whose primary strength is positioning. This also means hiring someone who aligns intrinsically with the culture of the team and company. 4. Hire T- or π- shaped generalist PMMs first. Early hires should be more full-stack PMMs with special expertise (like analyst relations or partner marketing) in one or two core areas. This provides you with flexibility to meet changing demands, while also allowing each team member to own a specific area in more-depth. The specializations could also be domain expertise, especially in highly niche or technical industries (e.g., cybersecurity). 5. Don’t hire in a silo.  One highly overlooked yet common mistake is hiring in a silo. It’s important to review your hiring plan and requirements with adjacent teams, such as product and sales leaders to ensure the hire will align with their needs. So much of the work of PMMs is to enable OTHER teams to succeed, so getting cross functional buy-in is so important. Below is a table that shows possible roles and division of labor for the first PMM team. Note that no two teams look the same, so please adapt to your own needs. This is also I area I frequently advise my coaching clients on. In this example, there are two full-time hires, each mapping to 3 PMs across several product pods. Each is also responsible for special projects within their expertise. This does not mean they are the ONLY people who get to do that particular work, but they are the go-to person and main owner of it. This team is also hiring an agency to perform critical pricing analysis–a skill missing from the team. Make sure you also assign projects that allow intra-team collaboration, so they don’t each work in a silo. For instance, all members could contribute to a positioning project for the entire product. I have also seen leaders hire a dedicated sales enablement manager early on. While sales enablement is extremely important, in the early days, enablement responsibilities should be handled solely by each core PMM, which will allow them to truly understand customer needs and build relationships with sales. Only consider a dedicated enablement role past the tens of millions in ARR mark. When you start to feel the need for dedicated partner marketing, customer marketing, solutions marketing etc., that means your GTM motion is evolving. Your organizational structure should reflect this as well. In the next (bonus) part of this series, my collaborator and 30-year PMM veteran Martina Launchengco will focus on how you layer in this vertical/market/solution/partner expertise–its purpose and where it can live–depending on the shape, scale, and market challenges you're trying to solve. ​Follow her on LinkedIn​  to receive the next part when it drops! Process Going back to our Ps, the next one is process. Process should be developed based on the foundation you build as a founding PMM through the pilots  you have ran/will run, or co-developed with your team based on the actual context within the company. I strongly caution against building processes using cookie-cutter frameworks without having piloted them within the company. Death by rigid process without testing is exactly the opposite of what is needed at this stage. Examples include feature launch, positioning, messaging, sales enablement, and research processes. What's most important to make this work is to get feedback from the adjacent teams along the way. Are we working as well as we could? What could be better? Performance Finally, define success for the team and each individual. Success should include both quantitative metrics and qualitative metrics (such as feedback from stakeholders). Create individual development plans for each team member and coach them to succeed and monitor their growth and performance. Don't shy away from feedback that could be hard to hear i.e. “ I think this messaging isn't clear enough.” As the founding PMM leader, you're setting the example and the standards by which all future work will be measured. Don't be afraid to set the bar high and coach your team to meet it. With that, you should be well on your way to building a high-performing first PMM team... ...but you also don’t have to do it alone. Whenever you need, here are two programs I offer that can help: ​ Grow: A program to help you onboard fast while keeping stresses low​ ​ Thrive: A program to help you find your career path and reach your career potential​ ​With these signature coaching programs , you can confidently step into your new role or become the leader you’re meant to be. And if you are a startup looking to hire your first PMM, reach out to my directly for custom services directly at hello@courageous-careers.com That's all for today. See you next time!