How to deliver outcome-based metrics as a PMM orchestrator w/ Chanel Chambers

We’re kicking off season 4 with Chanel Chambers, VP of Marketing at Lakeside Software. As a product marketing leader and past music teacher, she’s joining us to break down the role of product marketing, why it's central to a business’s success, and how PMMs can increase their influence. From jazz improvisation to AI-driven business strategies, Chanel shares fresh insights on how product marketers can start treating their role with a business holistic approach and how to create credibility internally AND externally. We’re talked about:

🔹 Why product marketers sit at the center of the entire marketing mix

🔹 How PMMs can transition from order takers to strategic influencers

🔹 The “Land, Expand, Retain” framework every PMM needs to master

🔹 What jazz musicians and product marketers have in common

🔹 How to build credibility and navigate internal conflicts with confidence

🔹 Why business fluency is the key to PMM influence (hint: know your numbers!)

🔹 The difference between activities vs. outcomes—and why PMMs should focus on the latter

🔹 Why AI isn’t changing what businesses need, just how they get there

🔹 The biggest mistake PMMs make when presenting ICP and personas

Listen now to get a fresh perspective on how to elevate your role and make a real impact as a PMM! 🎧

Timespan:

00:00 Introduction and Host Introductions

00:55 Special Guest Introduction: Chanel Chambers

02:36 Are Product Marketers Actually Marketers?

03:33 The Role of Product Marketing in Business

09:52 Frameworks and Problem-Solving in Product Marketing

16:03 Outcome-Based Metrics vs. Activity-Based Metrics

18:37 Navigating Organizational Goals and Stakeholders

23:04 Understanding the Role of Personas

24:24 The Importance of Insights Over Reports

25:50 Practicing Influence as a PMM

26:33 Curiosity and Ambiguity in PMM

34:38 Navigating Internal Conflicts

39:47 Final Thoughts and Farewell

Show Notes:

Chanel LinkedIn

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