On many occasions, I’ve been asked how to find and hire a great product marketing manager (PMM). For many, understanding the role can be tricky since the responsibilities often vary across organizations. While this is true, there is a set of personal traits and capabilities that are common in most successful PMMs I know.
The PMM is atypical. It usually sits within the marketing organization, but it can also be part of the product group. Both setups have advantages and disadvantages, which I am not going to address in this blog. What matters is that Product Marketers always act as the bridge between product development, sales, and marketing, ensuring that your product stands out in the market and generates revenue.
Recruiting the right Product Marketing Manager will have a great influence on your company’s go-to-market (GTM) strategy and execution. But what makes a stellar PMM, and how do you find the right one for your business? Here are the most important things to consider.
Cross-Functional Leadership: The Mindset Every Product Marketing Manager Needs
This one cannot be faked and is very difficult to change. A great PMM isn’t just another member of your team—they’re a leader and a driver. I’ve seen time and time again that the most successful Product Marketers are those who can lead cross-functional teams. It’s not about having direct reports but about having the will, capability, and charisma to align product, sales, and marketing teams around a shared goal.
When you’re interviewing candidates, ask yourself: can this person rally the team? Do they inspire confidence and get people moving in the same direction? Leadership isn’t a title; it’s a mindset. Make sure your PMM candidate has the mindset of a cross-functional leader.
Collaboration and Communication Skills: Essential for Product Marketing Manager Success
The PMM’s ability to collaborate and communicate across departments is the second skill I value. Things rarely go as smoothly as we’d like, and Product Marketers need to navigate a wide range of challenges. The teams involved in a product launch or go-to-market execution have different mindsets and collaboration styles. A PMM will have to collaborate effectively and act as a glue between product, sales, and marketing groups.
When evaluating candidates, focus on how they communicate. Have they worked across teams before? How did they handle communication challenges? The PMM you’re looking for should be comfortable leading conversations, bridging gaps, and ensuring everyone is on the same page.
Balancing Technical Knowledge, Marketing Skills, and Customer Focus as a PMM
This is a big one. A PMM has to understand the technical side of the product, but also know how to market it effectively, and always keep the customer’s needs in mind. The best Product Marketing Managers I’ve worked with have mastered the art of translating product features into clear, compelling benefits that resonate with customers.
When interviewing, ask for examples. How did the candidate balance these different aspects in previous roles? Did they simplify technical concepts for non-technical audiences? Did they design marketing campaigns that really addressed customer pain points? This balance is what separates a good PMM from a great one.
Industry Expertise and Market Research: Non-Negotiable Skills for Product Marketing Managers
Lastly, any top-tier PMM needs to be an expert in the industry they operate in. Most Product Marketing skills are transferable from industry to industry. But knowing (learning) the industry they operate in is very important. While they don’t have to know everything from day one, especially if you’re recruiting from a different industry, they should demonstrate that they can quickly get up to speed on market trends and competitors.
In my experience, the best Product Marketing Managers are always plugged into what’s happening around them—they know the competition, they spot trends, and they adjust strategies based on insights. Ask candidates how they stay current on industry news and trends. Have they led successful go-to-market strategies based on market research? Can they identify opportunities that others might miss? These are the PMMs who will help your company stay ahead of the competition.
Hiring the right Product Marketing Manager can make all the difference. Look for someone who brings cross-functional leadership, strong communication, a balance of technical know-how and marketing expertise, and a deep understanding of the industry. With the right PMM on your team, you’ll have a leader who can drive your product’s success in the market.
