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Become great at hiring product marketers

Learn how to build a product marketing team based on your company’s objectives, so you can help the company succeed and win more customers.

Course length: 1h 06min

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Leo Castro

Founder of Decisive Moment Marketing

Some of the companies that train their teams at CXL:

After taking this course you’ll…

  • Apply what you know about your goals and personal strengths to build a team that allows you to exceed your goals both short- and long-term.
  • Understand the different ways product marketing teams can be organized, so you can build a team that is relevant to the company’s goals and objectives.
  • Apply a framework for building a team of product marketers, so you are able to achieve results over and above the sum of the parts.
  • Understand different tasks product marketers need to get done, so you can thoughtfully construct a product marketing team that fulfills the needs of the organization.
  • Shorten the time to hire by learning about where to source talent for product marketing roles.

This course is essential for you if…

  • Are new to team management and need to quickly hire a strong team of product marketers with complementary skills
  • Need to drive outsized results with limited hiring resources.
  • Need to find talent beyond your network of product marketers

This course is NOT for you if…

  • Need to find talent beyond your network of product marketers
  • You aren’t open to thinking about different ways to organize a product marketing team for success.
  • Already have a steady pool of candidates in mind to build your team.

About
Leo Castro

Leo Castro has deep experience in building and leading product marketing teams, especially at high-growth SaaS companies. He has directly led product marketing teams, in Head/VP of product marketing roles, and as part of a bigger marketing team, in CMO roles.

He has successfully developed the careers of product marketers, many of whom now run their own product marketing organizations.

Your course curriculum

Hiring product marketers

1 Considerations in building and hiring a team

Understand the big picture considerations that impact the kind of team you need to build, so you can build a team that crushes your short-term and long-term goals.

Topics covered:

  • Learn how to apply your goals and the long-term outcomes you want to achieve to build a team that performs both now and into the future.
  • Reflect on your personal strengths and development areas, and apply your insights from that exercise to think about the types of people you need to hire.
  • Compare the typical tasks product marketers have to get done with your own situation, so you can be thoughtful about the skills you need to look for when hiring product marketers.

2 Ways to align a team and roles to hire for

Understand the different ways product marketing teams can be organized and typical tasks product marketers oversee, so you can look for the right things on a resume.

Topics covered:

  • Learn three different ways product marketing teams can be organized, and understand how that impacts the roles you need to hire.
  • Understand the different pros and cons of organizing a product marketing team one way versus another, and apply what you know about your goals and specific situation to select a specific organizing principle.
  • Understand different roles within a product marketing team, so you can look for the right things on a resume when hiring.

3 Hiring framework to evaluate candidates

Apply a framework for thinking about the strengths of candidates, so you can hire for traits that complement the rest of your team.

Topics covered:

  • Learn a hiring framework based on individual strengths and needs of the organization, so you can build a complementary team that gets better over time.
  • Understand different interview questions and pre-work exercises you can use to evaluate different traits of candidates
  • Apply what you have learned in prior lessons of this course to prioritize what traits are important in hiring your next product marketer

4 Where to source candidates

Non-traditional places and functions to find stellar product marketers

Topics covered:

  • Understand different non-traditional areas to find future product marketers, to find quality talent quickly in a competitive job market.
  • Apply the hiring framework you used in the last lesson to focus on the non-traditional areas that may be most relevant for you to find your next product marketer.
  • Understand what you need to do to develop talent you hire from these non-traditional areas, so you can get your team productive and high-performing as soon as possible.

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