We're Not Marketers Become a Mini-CEO: Inside the PMM Consultant’s Playbook w/ Alex Virden
What happens when a product marketer leaves the in-house grind to start her own consultancy? According to Alex Virden, it changed how she saw product marketing entirely.
In this episode, Virdical founder shares why PMMs aren’t traditional marketers, how consulting rewires your thinking, and what startup leaders really need when they ask for help. From messy handoffs to misaligned messaging, Alex explains the recurring pain points that surface in the go-to-market function and how external voices can reset the entire narrative.
She also share knowledge on:
The power dynamics that make consultants more effective than internal PMMs
Why hourly billing models can backfire (and what to do instead)
How to spot when your org needs a third-party voice to fix GTM strategy
Tactics for commanding a room with CEOs (even if you're the outsider)
How to avoid getting pulled into the basement making decks and one-pagers
Practical advice for PMMs transitioning into consulting or freelance work
If you’ve tried to run a strategic PMM project while dodging CEO opinions and internal politics, this episode is a must-listen.
Whether you're in-house and underwater or eyeing the consultant leap, Alex Virden brings receipts, real talk, and a clear lens on what modern product marketing really looks like when done right 🫡
Timestamps:
02:54 Are Product Marketers Actually Marketers?
04:59 The Role of a Product Marketing Consultant
09:23 Challenges and Insights in Product Marketing
16:24 Structuring Consulting Engagements
24:19 Maintaining Control in Client Meetings
26:31 Meeting Disasters and Control
27:20 The Importance of Structured Agendas
29:06 Hypotheses and Curiosity in Product Marketing
30:46 Challenges in Messaging and Stakeholder Meddling
32:17 The Role of External Validation
34:59 Demand Generation vs. Product Marketing
38:58 The 4Ps and Modern Marketing
43:49 Final Thoughts and Staying Connected
Show Notes:
Alex’s LinkedIn
Hosted by Ausha. See ausha.co/privacy-policy for more information.