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If you’re here, you’ll hopefully know how in-demand product marketers are right now.

Over the last few years, we’ve seen a huge increase in job postings. Product marketers are becoming CMOs. Everyone and their uncle is shouting at how important product marketing skills are in modern marketing teams.

That makes it harder than ever to hire good product marketers.

The PMM hiring struggle…

PMM is such a broad role. It’s different in almost every company. A lack of definition, roles, and responsibilities mean your PMMs are pulled from all different directions. The overlap between product, product ops, marketing, product marketing, sales, and sales enablement teams are blurred beyond disbelief.

If you hire a PMM from a large, established company, it’s likely they’re already specialized — and therefore might not have the right breadth of experience required.

But if you hire PMMs from startups, they may have super broad experience, but not the right level of depth needed to help take your business to the next stage.

The PMM career struggle…

And for the folks themselves, PMM career upskilling is hard.

Many marketers and PMMs of all levels want to become PMM experts, but the experience is hard to come by, and education opportunities are slim.

Most marketers don’t know what PMM is, so can’t support PMMs in their development. A lack of experienced Directors of PMM means there’s limited internal upskilling.

Most product marketing experience is learnt on the job.

Whilst there’s been a great increase in product marketing training from the Product Marketing Alliance, Pragmatic Marketing, and others… we think they’re all missing a crucial piece of the puzzle: actual experience meeting the product marketing needs of today’s fast-growth, high-ambition startups.

What are we doing?

Answering the big question: WTF is Go-To-Market?

Whenever Alicia (my friend and product marketing life partner) and I talk to other product marketers — both fresh and experienced — the number one question we get is ‘what is go-to-market?’.

Go-to-market strategy is critical for sustainable business growth, and a crucial part of the PMM skillset to grasp and put into action.

Many blog posts and courses will explain GTM and it’s components in theory… but theory means nothing if it’s not delivering value to your progression and your business.

The best way to grok GTM is to understand the foundations, learn by doing, and having a safe space to ask questions.

So… that’s what we’re doing.

Introducing the WTF is GTM course

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We’re launching WTF Is Go-To-Market: a unique, six-week short course for B2B startup marketers to build a go-to-market strategy, develop customer focus, and set the right foundations for an exciting Product Marketing career.

We’ll guide marketers through six, fully-formed modules from ground zero to a fully-formed strategy for your business:

  1. Understand the functional GTM components
  2. Learn how to really know your customer
  3. What it means to define your value proposition
  4. How to launch your product into the market
  5. Why you need to communicate your GTM strategy
  6. How to iterate your GTM strategy to success

Interested? Registrations close December 14th 2022, with the course set to run from February 7th to March 18th.

Have any questions? Drop us a note by email to [email protected]

Full scholarship available

We’re so excited to announce the Inclusivity Scholarship for WTF is GTM, sponsored by Crane VC.

Thanks to Crane, the Inclusivity Scholarship will support six qualifying individuals from underrepresented backgrounds with full access to the WTF is GTM course and on-hand support.

Why offer a scholarship?

We all know that excellent go-to-market strategy and execution is core to the success of early-stage startups.

These skills are a unique core capability of product marketers, but traditional marketers don’t have the skills and experience that founders need to push the business forward and build momentum.

This means marketers are more in demand than ever before – but there’s not enough. And for the PMMs that do exist, career growth is unstructured and often not prioritized by marketing leaders.

Add to this the many known barriers that prevent people from underrepresented groups from accessing high-impact tech roles – from financial constraints to unconscious bias and outright racism and classism – and we see disastrous knock-on effects to diverse representation in business leadership, and ultimately wealth distribution amongst underrepresented communities.

Crane also believe that their portfolio companies need to be inclusive places with a diverse set of operators in leading roles, in order to do their best work, create the best, products, and serve all their customers and stakeholders.

Big thanks to Aneel Lakhani at Crane for supercharging our ability to improve inclusivity, representation, and access to career progression amongst the PMM community.

Who is eligible for the scholarship?

The Inclusivity Scholarship will prioritize funding for applicants that meet the criteria below, crafted to improve access and representation in the industry.

  • Those who identify as a marginalised group (identifying as women, BIPOC community, LBGTQ+ inclusive)
  • Non-traditional educational background 
  • Employer will not sponsor their place on the course
  • Bonus: has career experience in early- or mid-sized growth startups and is seeking to continue their experience

What’s the application process like?

The application process is simple:

  1. Register your details
  2. You’ll be invited to complete a 10 minute application form so we can get to know you better. You can respond by video, audio, or text.
  3. Complete your application by 14th December 2021
  4. We’ll review all applications and let you know by 22 December 2021
  5. Course fees will be due by 7th January 2022

Want to find out more?

We encourage everyone to register interest in WTF is GTM, whether you meet the criteria above or not.Find out more and apply now

This isn’t just another PMM course.

Alicia and I believe that product marketing changes the paths of individuals and businesses for the better. So let’s get started!

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