VP Product Marketing at Kajabi | Building PMM Office Hours

Hi, I’m Tamara 👋🏻

I’ve spent my career building product marketing teams, shaping company strategy, and leading big, high-stakes launches. 

I’ve held five PMM leadership roles — 2× Director, 2× VP, and Chief Strategy Officer — and over time, one truth became impossible to ignore:

Great PMM leadership isn’t a solo sport.
And most PMM leaders are forced to figure it out alone.

That’s why I started PMM Camp — a private community for product marketing leaders who want to grow with intention, be surrounded by peers who push their thinking, and develop the habits that make them truly indispensable.

My work today sits at the intersection of connection and leadership development. I help PMM leaders strengthen the skills that actually move their careers forward — thinking more strategically, driving clearer business impact, communicating with influence, developing their teams, and building professional relationships that open doors.

If that’s the journey you’re on, here’s where to start:

✨ Subscribe to the newsletter
✨ Apply to join the community
✨ Shoot me a DM to say hello

Tamara Grominsky

Product marketing is one of the most misunderstood roles in tech.

And I think I know why.

We're actually doing two very different jobs at once.

I first heard the term "inbound product marketing" from a PMM at TikTok. It's how larger companies like Meta and Amazon often divide up PMM responsibilities.

But even if your company doesn't split the role this way, understanding the distinction changes everything.

Here's the breakdown 👇🏻

Inbound PMM is the upstream work:

→ Market research and customer insights
→ Understanding the competitive landscape
→ Influencing product strategy and roadmap
→ Building buyer personas and journey maps

Outbound PMM is the downstream work:

→ Go-to-market planning and execution
→ Campaign and channel messaging
→ Sales enablement and training
→ Launch strategy and product adoption

Many PMMs I know are responsible for both (especially at startups). And that's fine.

But knowing where you naturally lean matters more than you think. Because it shapes everything:

The skills you'll need to develop. 

The stakeholders you'll work with most. 

(Inbound PMMs spend more time with Product, UX, and business strategy teams. Outbound PMMs are embedded with Sales, Marketing, and GTM.)

The way your day-to-day actually feels. 

Understanding this helps you:

→ Make sense of why the role can feel so nebulous
→ Identify where you're already strong (and where to grow)
→ Have better conversations about where to focus your time
→ Design your career around your natural strengths

Which side do you lean toward: inbound or outbound?

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👋🏻 I'm Tamara, and I help product marketing leaders master the habits that make them indispensable.

💌 Want my Sunday strategy sessions? Join 9,000+ PMMs who get the PMM Camp newsletter every week. Subscribe for free: https://lnkd.in/g3KdUBg9

✨ Product Marketing Leadership Coach | 2X VP PMM | I help PMMs build leadership range so they can become indispensable

Not all relationships serve the same purpose. And treating them like they do is costing you.

I learned this the hard way at Unbounce. 

We were developing new positioning for our agency segment, and I spent weeks trying to get buy-in from Sales.

I kept presenting to the Head of Sales. Round after round of revisions, I addressed every piece of feedback and still couldn't get approval.

Then I figured out the real problem.

I thought the Head of Sales was my cross-functional partner and the person I needed to convince. But someone else on the team was viewed as the internal expert on agencies. They had deep relationships with that segment and strong opinions about what would resonate.

That person was the real influencer. And I hadn't even identified them.

Once I understood that, everything shifted. 

That experience changed how I thought about internal relationships. I stopped treating them as one-size-fits-all and started understanding the nuance.

Here are four key types of relationships you need to understand as a PMM 👇🏻

1️⃣ Core Champions

The 1-2 exec sponsors who fight for your budget, open doors, and advocate for your priorities when you're not in the room.

2️⃣ Strategic Partners

The cross-functional leads you work with most (probably in Product, Sales, CS, Marketing). They pull you into strategy early and co-create with you.

3️⃣ Key Influencers

The people who sway decisions across the company. They're not always the most senior person, but sometimes they're the one that person relies on. 

This was my stumbling block in the story above.

4️⃣ PMM Adopters

The people who use your work and extend your reach. They share your frameworks, reference your work, and tag you in the right conversations.

Each of these relationships plays a different role in your success.

When you're intentional about nurturing all four, decisions feel easier, your work gets seen, and your influence compounds faster.

Here's how to put this into practice:

→ Map your current relationships. Who fits in each category today?
→ Spot the gaps. Where are you underinvested?
→ Pick one relationship to strengthen this month.

_____

👋🏻 I'm Tamara, and I help product marketing leaders master the habits that make them indispensable.

💌 Want my Sunday strategy sessions? Join 9,000+ PMMs who get the PMM Camp newsletter every week: https://lnkd.in/g3KdUBg9

If you're saying yes to everything but still feel like you're letting people down, this might be why.

You're stuck in a leadership danger zone.

Many PMMs think good leadership means protecting the plan at all costs. Others think it means staying flexible and saying yes to everything.

Both are wrong.

High-impact leadership lives in the middle.

On one end, you have the Rigid Leader:

Won't adjust the locked roadmap
Says no to anything unplanned
Misses opportunities when the business shifts

They confuse focus with inflexibility, and as a result, they're seen as out of touch and difficult to work with.

On the other end, you have the Pinball Leader:

Changes priorities weekly
Shifts the roadmap with every new request
Can't protect their team's capacity

They confuse responsiveness with helpfulness, and as a result, they appear chaotic and reactive.

The PMMs who actually earn trust, protect their teams, and drive real impact do something different:

They know when to hold the line and when to adapt.

High-impact Activators don't pick a side. They shift how they prioritize based on what the moment requires.

That looks like three things in practice:

1️⃣ They evaluate before they react

When a new request comes in, they don't default to yes or no. They ask:

→ Does this change our priorities?
→ What's the real cost of saying yes?
→ What would we need to stop doing to make room?

2️⃣ They make tradeoffs visible

They don't just absorb more work. They communicate:

→ If something new comes in, something else comes out
→ The "why" behind every prioritization decision
→ What the team can and can't take on right now

3️⃣ They protect capacity without blocking progress

They stay flexible enough to adapt when it matters, but firm enough to:

→ Shield the team from constant context-switching
→ Ensure commitments actually get delivered
→ Build a reputation for follow-through

Prioritization becomes a leadership skill, not just a planning exercise.

This ability to create clarity and focus for your team is one of the most important habits PMM leaders need.

Which side do you default to more often?

_____

👋🏻 I'm Tamara, and I help product marketing leaders master the habits that make them indispensable.

💌 Want my Sunday strategy sessions? Join 9,000+ PMMs who get the PMM Camp newsletter every week. Click “view my newsletter” to subscribe.

I've been feeling overwhelmed lately.

And I know many of you have too.

Block announced they're laying off 40% of staff (citing AI). More companies are doing the same. 

New tools are coming out faster than any of us can track, let alone master.

There's a lot of fear right now. And even more unknowns. 

So, this weekend, I took a deep breath and went back to something that always grounds me: Stoicism.

Hear me out on this one.

Ryan Holiday writes about this idea that we can't control what's happening around us. But we can control how we respond.

So I've been asking myself: what can I actually control right now?

Two things keep coming back to me.

1️⃣ Getting 1% better at the tools every day, and letting that progress compound.

For me right now, that's building Claude skills and tinkering with connector tools to see how I can create more of an ecosystem.

2️⃣ Leaning into connection...primarily how I spend my time and who I spend it with.

Because I deeply believe that our relationships won't be replaced. They might be the very thing that helps us get through this uncomfortable chapter and leads us into what's next.

There's no call to action here. Just a gentle reminder that we're all figuring this out together.

And an invitation to focus on what you can control and try to release what you can't.

❤️

There's one tool that touches more parts of my business than any other.

And no, it's not a chatbot.

Last week I mapped out the messaging test for my PMM Camp community page. On Monday, I designed a carousel to promote our first-ever AI Challenge. Back in January, I ran my entire annual planning session on a whiteboard.

And somewhere in between all of that, I removed the background from approximately 147 images. (If you know, you know.)

Every single one of these happened inside Canva.

It's the platform I open for almost everything. Which is why, when I got intentional about brand partnerships this year, Canva was at the top of my list.

I'm not interested in promoting tools I've never opened. I want to partner with brands I actually use and tools that are genuinely woven into how I work.

So when I was approached about a longer-term partnership where I actually get to share my perspective on the product, I said yes immediately.

Here's my first tip 👇

Connect Canva to Claude immediately.

Monday's carousel post was built right inside Claude:

→ I gave it the event details 
→ Asked it to use my brand guide and template (already stored in Canva) 
→ It generated a full carousel draft in minutes

From there, I hopped into Canva to polish it up. The whole thing took maybe 20 minutes.

Over the next few months I'll be sharing the real ways I use Canva as a product marketer.

For now, I'd love to know: what are you building with the new Canva / Claude connector?

#CanvaPartner

Brand partnership • ✨ Product Marketing Leadership Coach | 2X VP PMM | I help PMMs build leadership range so they can become indispensable

This is who you're asking for product marketing leadership advice.

Curious. 
Had a mind of her own. 
Always accessorized in pink.

Really, not much has changed.

Little Tamara would be proud of how far she's come.

Everyone's rushing to build AI agents. Most are skipping the step that actually makes them work.

Context.

Your customers, your messaging, your positioning, your brand voice all loaded into AI so what it produces is actually useful to you.

It sounds basic, and it is. But that's exactly why most people skip over it (or do it halfway). 

You jump straight to automation, workflows, and agents without giving AI the information it needs to actually help.

And then you wonder why the outputs feel generic.

Context is the foundation. Once you have it in place, the more advanced use cases actually work.

That's why, alongside my AI mentor Denny Hollick, I'm running PMM Camp's first-ever AI Challenge.

Over four weeks, we're each going to build our own AI context system, together.

→ Week 1: Customer research and foundations
→ Week 2: Messaging and positioning
→ Week 3: ICP profiles, case studies, and social proof
→ Week 4: Brand voice, then generating a real end-to-end deliverable

We kick off March 19 with a live session where we'll walk through the approach, tour the tools, and get your first project set up. 

From there, it's async. Everyone building at their own pace while sharing progress and learning from each other inside the community. 

Denny will make sure we stay on track and provide advice, support, and feedback along the way (bless him).

And, of course we'll wrap with a community Show and Tell at the end.

You could do this on your own. But doing it inside a community of PMM leaders makes it genuinely better (and, dare I say, more fun?).

You'll see how others structure their systems, borrow approaches you wouldn't have thought of, and actually finish because there's accountability built in.

The challenge is only available inside PMM Camp.

We open our doors once a month, and right now we're accepting new Campers from March 1–5. 

If you want to join us for the AI challenge, now is the time to join (new spots won't open again until April).

👉 Apply at www.pmmcamp.com/community to build alongside 280+ PMMs

P.S. PMM Camp is the only private community built exclusively for product marketing leaders. You must be a Senior, Director, or Head of Product Marketing to join.

PMM AI Challenge

Being a solopreneur means wearing every hat.

I'm one part product marketer, one part product manager, and one part CEO.

This means the feedback loop between insight → decision → action is quite short (wayyyyy shorter than working in tech).

And lately, I've been inspired by my friend Collin Mayjack, who's been sharing the decisions he's making and the things he's building at work. It's been fun to follow along and it pushed me to start doing the same.

So, here's what I built yesterday 👇🏻

One of the main differentiators for PMM Camp is that it's a community full of leaders. But that term can feel vague. "Who's actually inside Camp?" is probably the number one question I get asked.

So I decided to answer it directly by adding a new section to the sales page.

I downloaded all my member data and broke it into a few key areas:

Seniority Level

→ 34% are Director
→ 20% are Lead/Head
→ 8% are VP

This backs up my value prop that this is a "leader-level" community.

Geographic Breakdown

→ 66% USA
→ 18% Canada (shoutout to my fellow Canadians 🇨🇦)
→ Growing presence in the UK, Europe, and beyond

This makes it clear you're joining a global community with diverse perspectives and experiences.

Company Size

→ 42% mid-market
→ 38% enterprise
→ 20% startups

PMM responsibilities and problems vary greatly based on company size. This helps prospects see if there are members at a company similar to theirs.

PMM Team Size

→ 42% of members have a PMM team with 4+ PMMs

These are leaders building real teams.

Nothing groundbreaking about adding this section. But I think it'll help people answer a simple question: Am I the right fit for this community?

And it paints a more complete picture of who's actually here.

In less than 24 hours I took my most frequently asked question, built a solution, and shipped it.

To measure the impact of this work, I'll be looking at:

1️⃣ Increase in application rate
2️⃣ Increase in quality of applicants

(Currently only about 52% of applicants are accepted...but I suspect it's because it's unclear what the criteria actually is)

Stay tuned and I'll share how it performs!

Sr. Product Marketer at Rattle 🦖🚀

I’m a product marketer with 10+ years in B2B SaaS. I’ve built product marketing from the ground up at early-stage startups, led major repositioning efforts, launched new products across segments, and supported $1M+ enterprise deals. I move fast, write clearly, and thrive on building the kind of messaging and assets people actually want to use. I use tools like ChatGPT, Claude, Glean, Lovable, and Perplexity to build AI agents and assistants to pressure-test narratives, ship faster, and improve launch execution.

See the work: emilypick.work

Emily Pick

Claude Cowork. You beautiful machine.

I've known for months that Docebo's ICP needed a refresh. (It just kept getting pushed to the back of the to-do list.) 

I also knew I'd been hitting a wall with Claude chat on data-heavy projects, where the context I needed to load would outpace what the conversation could handle.

So this weekend I decided to feed two birds with one scone: use some of my weekend learning time to finally try Cowork, and use that first session to actually get eyes on the ICP.

Here's how I made it work.

I started by building an ICP skill from Lenny Rachitsky's research on how companies like Figma, Gong, and Notion actually found their ideal customers. (I’ll link in the comments – it's from 2023, but still my go-to resource.) 

Then I pulled my inputs together: two SFDC reports (all customers by ARR, plus all closed-won and closed-lost opps from Q4 with win-loss notes), and a local folder of win-loss interview transcripts from H2 2025.

Next I used the Glean MCP to generate account briefs for our top 25 customers by ARR. 

Because our Glean is connected to Salesforce and Gong, each brief pulled from a complete picture of the customer — CRM notes, emails, call recordings — all without leaving the environment. Why they bought, what they use most, how they describe Docebo in their own words (that last one is always gold — customers will write your best copy for you if you actually listen), where they're growing, where they're frustrated.

With everything in one place, I ran the skill. 

The expanded context window meant I didn't have to triage what to include — the SFDC data, the transcripts, 25 account briefs, all of it went in.

What came back was more than I expected. Two ICPs, each with full attribute sets, the data case for why, deal triggers, qualification criteria, competitive landscape, and an activation guide. 

And all it cost me was a couple hours I would have otherwise spent on the couch watching Real Housewives.

Fine. I give in. I’m switching to Claude too.

I ran a side-by-side (by side) comparison of ChatGPT vs. Claude vs. Gemini for building product messaging playbooks from existing documentation/brain dumps.

Same inputs. Same prompt. Very different outputs. 

Claude required the least amount of clean up and had the fewest hallucinations.

(It really wasn’t close.)

Now to start building skills and digging into Calude Code.

I nerded out on Claude Skills this weekend and created a small library for Docebo's PMM team. 

Thanks to the pre-loaded "skill-creator" skill (very meta), it was a lot easier to spin up than I expected.

(File path if you want direct access: Settings > Capabilities > Skills > Example Skills > skill-creator > Try in chat.)

The experience is guided and tailored to your level of technical proficiency. Mine is...not high, so it was completely natural language based.

I told it what I wanted. It prompted for additional information. Then it created the markdown file. And all I had to do was click a button to copy it over to my skills.

Here's what's in the PMM library today, for inspo:

Better together skill — Applies the Docebo + 365Talents combined platform positioning so any piece of content articulates why connecting skills intelligence to learning execution is the real differentiator.

Product playbook skill — Generates a full GTM messaging playbook for any Docebo product, covering ICP, personas, competitive positioning, use cases, and FAQs.

Feature brief skill — Turns a feature spec or release note into a structured, single-feature messaging guide for sales, marketing, and CS teams.

Public roadmap card skill — Drafts customer-facing feature cards for Docebo's Community portal, hitting the right tone between "exciting but not overpromising."

Product communications skill — Builds multi-audience comm plans for launches, deprecations, pricing changes, and other moments that need coordinated messaging.

Learning platform personas skill — Grounds any piece of content in Docebo's real LMS buyer personas so messaging actually resonates with the people making purchasing decisions.

Learning platform use cases skill — Frames Docebo capabilities around learning-specific business problems — onboarding, compliance, sales enablement, and more — so content leads with outcomes.

Learning platform industries skill — Adapts Docebo messaging for specific verticals so the language, pain points, and proof points feel native to each buyer's world.

This week (when my usage resets 😅), I'll be adding more 365Talents/Skills Intelligence skills.

And the build goes on...

It’s blackout week for the Marketing team at Docebo.

That means we cleared out non-essential meetings, blocked our calendars, and are heads down through Friday.

Personally, it couldn’t have come at a better time.

Between the new year, new brand, and new product, my to-do list is growing faster than I can close things out.

Our MLT saw the load across the team and made space for deep work so we can catch up (and maybe even get ahead 🤞).

For PMM, that means putting a real dent in our OKRs.

We’re overhauling product messaging playbooks and updating the one pagers, slides, and internal messaging agents that go with them. 

(Don’t worry sales friends, video is on the list for Q2.)

We’re also refreshing all persona, use case, and industry docs. (A Glean agent for bespoke campaign/outreach messaging is also in the works.)

Oh, and we’re supporting the 365Talents acquisition across the website, product tours, enablement assets, webinars, and more.

To do this well, we need time to focus.

Not more status meetings. Not more “quick syncs.” 

Just uninterrupted work blocks to GSD.

Celebrated a small (non-work-related) victory last week.

In Sept 2024 I broke my elbow on a hiking trip, which knocked me out of my usual weightlifting program for four months.

I lost a ton of upper body strength during recovery, and have spent the past year trying to get it back. 

Almost a year to the day after returning to the gym, I matched my previous max on bench press, hitting 135 lbs.

There were a lot of ups and downs, and I wasn’t sure I’d ever really be “back.”

But seeing those 45 lb plates on either side of the bar? Damn it felt good.

Here’s the deal: I never go to conferences. (Unless I’m staffing one.)

But there’s one coming up that I really, really want to go to to meet all my LinkedIn PMM friends IRL to learn about the cool shit they’re doing — and the tools they’re using to do it.

Which is why I’m joining the guys at We're Not Marketers 💀 schilling for sponsors for their first annual event.

(Gotta get those prices down to get more bodies in seat. And you know, my body in seat.)

Anthropic — Just this week I had a post go viral because I said I’m switching from ChatGPT to Claude. (You should check the comments to see the love from the PMM community.) And that’s all from peer-to-peer sharing. Imagine the advocacy if you got in a room to workshop with us!

Lovable — We all out here vibin’. Anything I learned (outside of trial and error) was because of PMMs sharing their projects here on LinkedIn. Think of all the cool new things we could come up with given the opportunity to collaborate in person.

Glean — You’re my boy, Blue! But really. I use you every day. (My boss informed me I am the top PMM power user. 💅) And I know I’m not even scratching the surface of the full potential of the platform. Let’s get in a room together with say, 100 or so of our closest PMM friends, to remedy that?

Jokes and flattery aside, I love the format Gab, Zach, and Eric are putting together for this event. (And I love it’s not going to be in some musty ballroom. Or Vegas.)

For sponsors, it’s a great opportunity to get in front of an engaged group PMMs.

Info to learn more about why you should sponsor and the tiers available: https://lnkd.in/gRp-QcQi

No alternative text description for this image

This is who you’re asking to manage your product marketing strategy.




(I rolled off a photographer’s table. My mom said they never took me to the doctor. It was the 80s. Everything was FINE.)

I got a chance to chat with Megan Pratt earlier this week about what we’re doing with Claude.

One thing I learned from her (that I’ve already added into some of my existing Skills) is baking in a Q&A element to get Claude to hone in on the exact output you want it to create.

Here’s how to do it: 

When building your Skill, add an instruction that tells Claude to ask you a few clarifying questions before generating any output. 

For a customer story Skill, it might ask things like: “What format do you want this in — a long-form case study, a short social proof blurb, or a slide summary?” or “What’s the primary audience — prospects, executives, or an internal team?”

That way Claude isn’t guessing at what you need. It asks first.

“Fight girls. And hold your heads high.”

Those were Eric Dane’s last words to his daughters in a video he filmed for Netflix before his passing.

If you haven’t had a chance to watch yet, it’s more than worth the six minutes.

I was pretty down last week after a project went live that was more “B” than my usual “A.”

I replayed all of the conversations and pre-work in my mind, trying to figure where things slipped. Where I could or should have done better.

The problem with being passionate (about anything) is that it can cause you to spiral when things don’t go as planned.

Thankfully, Ben Battaglia knew I was upset and reached out with a pep talk, not dissimilar to Eric’s message:

You can acknowledge what happened in the past and learn from it, but you can’t live there. Give yourself grace, and commit to doing better in the now.

So I took some time to digest the message, then flipped the switch to the present.

If you find yourself in a similar situation and need a reframe. Please, go watch Eric’s video: https://lnkd.in/g8gZN6bn

(Or ping Ben.)

Open video: Eric Dane’s Final Message To His Daughters and The World | Famous Last Words | Netflix on youtu.be

Eric Dane’s Final Message To His Daughters and The World | Famous Last Words | Netflix

Before I joined Docebo, I never really connected PMM and L&D. But the more time I spend here, the more I think we’re closer than either side realizes.

Both are in the business of behavior change. 

We’re building for a specific audience, meeting them where they are, and trying to make complex information stick. The craft is (nearly) identical.

The wrinkle: our audiences have different relationships with the content. Buyers are evaluating. Learners are expected to retain. 

But both are increasingly impatient, distracted, and done with content that makes them work too hard to find what they need.

The more I talk to people in Learning and HR, the more convinced I am we’re all chasing the same thing — content that shows up in the moment of need, not buried in a repository nobody opens.

That’s changing how I build internal enablement too. My process now is as much about structuring for AI retrieval as it is about writing for humans. 

Because the future isn’t “find the course.” It’s “get the answer.”

This is a big part of why our Inspire customer event in April has me legit excited.

We’re beta-ing things right now that are going to make a real dent in this problem — without asking teams to build it all themselves. Add 365Talents into the picture and what we’re bringing to market feels less like a product update and more like a different way of thinking about how organizations learn.

Sitting on a tease for now. But I think you’ll see why soon.

Wanna get your eyes on a live demo of 365Talents (without having to submit a request form)? 👀

We have just the thing: https://lnkd.in/dKuxgrUi

Join us March 25th at 10a ET.

Open article: Skills Intelligence in Action: A Live Demo of 365Talents + Docebo by webinar.docebo.com

Skills Intelligence in Action: A Live Demo of 365Talents + Docebo

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The Battle

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Emily Pick

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The Battle

Tamara Grominsky

Emily Pick

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