We're Not Marketers The True Role of PMMs with Rahim Kaba
In this next episode of We're Not Marketers, hosts Zach, Gab, and Eric are joined by Rahim Kaba, Director and Research Analyst at Gartner, to dive into the evolving role of PMM in B2B SaaS. With over 20 years of experience in the field, Rahim shares data with perspective on the function and challenges that come with it today. Key highlights include:
- The Core Identity of Product Marketers: Rahim argues that product marketers are unequivocally marketers, backed by data showing 81% of PMMs report directly to marketing teams.
- Shifting Expectations and Responsibilities: Learn about the changing scope of product marketing, from content creation roles to strategic leaders in positioning and storytelling.
- Strategic Insights on Launch Cadences: Rahim discusses the importance of aligning release cycles with customer adoption capabilities and how to avoid launch fatigue.
- Must-Have PMM Skills: Emphasis on the significance of data literacy, with tips on upskilling and resources like the Data Literacy Project.
- Build Internal Influence: Best practices to clarify PMM roles through charters and RACI models to strengthen cross-functional alignment.
The conversation also touches on the growth of fractional product marketers, the implications of market trends, and advice on how PMMs can elevate their strategic influence internally.
Whether you're a seasoned product marketer or just starting out, this episode is packed with practical tips, valuable research insights (umm Gartner, bro), and a clear roadmap to reinforce PMM’s impact in any company. Tune in for a ‘deep-sea of research’ dive of how PMMs can thrive in today's competitive landscape.
Time Stamps
02:11 Rahim's Background and Role at Gartner
03:15 Are Product Marketers Really Marketers?
07:06 Challenges and Misunderstandings in Product Marketing
09:51 The Evolution of Product Marketing
14:56 Data Literacy in Product Marketing
18:12 Impact of Layoffs on Product Marketing
21:04 Rise of Fractional Product Marketers
23:46 Specialization in Product Marketing
25:28 The Appeal of Fractional Product Marketing
27:06 Challenges and Strategies for PMMs
28:49 Effective Product Launch Strategies
33:22 Balancing Product and Marketing Priorities
34:44 The Role of PMMs in Organizations
38:06 Building a Product Marketing Charter
44:16 Using Gartner Insights
Where more to follow and connect with Rahim?
Gartner for High Tech LinkedIn Page
Free Gartner Webinar Recording: How Growth Organizations Source Critical PMM Skills
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