Hiring Product Marketers is brutally competitive. So if you’re trying to hire the best top product marketers, stop looking for a unicorn. There’s a limited pool of experienced talent, demand is high, and the role itself has become more strategic than ever. If you’re looking for someone to check 12/10 boxes you are going to miss out on incredible talent. Here’s the truth: the best Product Marketers I’ve seen don’t do everything equally well. But they truly excel in a few critical areas.
🎯 So What Should You Actually Look For?
Strong PMMs usually spike in at least 3 of these 4 core areas:
🚀 1. Product Launches & GTM Strategy
They know how to bring a product to market—not just “launch” it, but position it, rally the right teams, and build momentum. A great PMM:
- Deeply understands the competitors/competitive landscape
- Identify key differentiators and gaps
- Can create, project manage and execute a scalable go-to-market playbook
For companies with a high velocity of product & feature launches this skill is non-negotiable.
👊 2. Stakeholder Management
Great PMMs act as a bridge between Product, Sales, and Customer Success. They:
- Build trust with Product counterparts
- Align cross-functional teams
- Translate marketing needs into actionable insights
- Prioritize marketing needs while taking account for the needs of the entire organization
Strong stakeholder management (+ end to end launch experience) often separates mid level PMMs from the Seniors, Leads & Principals.
📖 3. Storytelling
Even in B2B, buying decisions are emotional. The best PMMs:
- Turn complex features into memorable narratives
- Understand buyer psychology
- Know how to tailor a message by persona, vertical or segment
They write copy that cuts through the noise and help your product stand out from the competition.
💵 4. Sales Enablement
PMMs who can bridge the gap between Product and Revenue teams are gold. They:
- Create playbooks, battlecards, and pitch decks that actually get used
- Arm sales with the right messaging for each stage of the funnel
- Collaborate on objection handling, persona insights, and product training
If you’re in a growth phase or going from one product to multi product, this is a key skill to assess for. However, of the 4, I’ve seen plenty of successful PMMs coming from “lighter” Sales Enablement experience.
Look for Coachability Over Perfection
Look for candidates with standout strengths in 2–3 of the areas above and that are coachable & curious in everything else. Prioritize spikes over looking for perfection. And when you are excited about someone, be prepared to move quickly. Amazing PMMs won’t last long.
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About WithAgility
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