How to Build a Product Marketing Motion That Works (with Jeff Hardison) — The Dave Gerhardt Show (from Exit Five)

#335 | Jeff Hardison, now VP of Product Marketing at Sanity, joined Dave when he was running product marketing at Calendly to break down what the product marketing role should actually look like inside a B2B company. They get into how Jeff structured his team to serve both a PLG motion and an enterprise sales team at the same time, why he hires for specialization instead of making everyone a generalist, and how he thinks about measuring a function that touches almost every team in the company. Jeff also shares his take on positioning and messaging, how to run product launches that actually rally the company, and the two interview questions he uses to figure out if someone will be happy in a product marketing role.

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