Lately, I’ve been asked a lot about hiring Product Marketing Managers (PMMs). As demand for these roles grows within tech companies, many internal recruiters are navigating how to identify and attract the right talent. Since product marketing is a unique function sitting at the intersection of product, sales, and customer success, hiring the right person significantly impacts a company’s growth. Here are some key things I think worth considering:
1. Why Product Marketing is More Important Than Ever
With increasing competition and the need to differentiate, businesses rely on PMMs to bridge the gap between product teams and the market. They drive messaging, positioning, and go-to-market (GTM) strategies, ensuring that sales teams are equipped and customers understand the value of a product. Without strong product marketing, even the best products can struggle to gain traction.
2. Key Skills and Experience to Look For
Hiring a great PMM requires understanding the diverse skills they bring. The best candidates will have:
- Strategic Thinking – The ability to define market positioning, create compelling messaging, and shape GTM strategies.
- Cross-Functional Collaboration – PMMs work closely with product, sales, and customer success teams, so they need strong communication skills.
- Storytelling & Content Creation – Crafting clear and engaging messaging that resonates with customers and sales teams.
- Market & Competitive Analysis – Understanding customer needs, tracking competitors, and influencing product direction based on insights.
- Product Launch Experience – A proven track record of successfully bringing products to market.
3. How to Assess the Right Candidates
Since product marketers come from varied backgrounds—sometimes from sales, product management, or demand generation—it’s important to look beyond job titles. Here are some ways to evaluate candidates effectively:
- Ask for GTM Strategy Examples – Have they led a product launch? How did they approach positioning and enable sales teams?
- Test Their Ability to Simplify Complex Concepts – A great PMM should be able to break down technical details into compelling and accessible messaging.
- Evaluate Cross-Functional Influence – Ask how they’ve worked with sales, product, and customer success to drive business results.
4. Common Hiring Challenges and How to Overcome Them
The main challenges I see are:
- Shortage of Experienced Talent – Product marketing is a relatively niche function, and strong candidates are in high demand. Solution: Consider candidates with transferable skills from roles like solutions consulting, demand generation, or content marketing.
- Lack of Clarity on What ‘Good’ Looks Like – Hiring managers may have different expectations for the role. Solution: Align early on must-have vs. nice-to-have skills to ensure a focused search.
- Assessing Both Strategy & Execution – Some candidates are great at strategy but lack execution experience. Solution: Ask for specific examples of how they have both planned and executed campaigns, launches, or enablement programs.
5. Final Takeaway
Product marketers play a vital role in tech companies, shaping how products are positioned and adopted in the market. Internal recruiters who understand the balance of strategy and execution in product marketing will be better equipped to find the right talent. By asking the right questions and looking beyond job titles, you can identify candidates who will drive real business impact.
If you’re currently hiring for a PMM role or have questions about what to look for, feel free to reach out—I’m always happy to share insights! Please feel free to add any other advice.
