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.

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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: 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!

If your SDRs are sending hundreds of emails a week and barely booking meetings, you've probably already tried to fix it.

New subject lines. Different openers. A new list. Maybe a lead gen agency. Nothing moved.

When your list tells you nothing about what a prospect is actually dealing with, your messaging has nowhere to go. 

So you fall back. 

AI personalisation that mentions their college or a podcast they were on. Personalised irrelevance. 

Or you lead with your value prop, features, case studies, past customers. All the while your prospect has seen this exact email dozens of times before. Delete.

The messaging suffers because the list gives you nothing to work with.

ZoomInfo and Apollo give you firmographics. Industry, headcount, revenue, hiring. 

Thousands of companies, no way to know which ones actually need you right now. 

Those tools give you signals but you're still guessing what they mean. You're not reaching out from a place of confidence. Neither are your reps.

And every competitor in your vertical is pulling the same lists from the same tools. Same data in, same results out.

When you build lists around pain, two questions get answered: 

1) Why this company?
2) Why now?

A construction firm with 3 OSHA violations and 4 new permits needs safety help yesterday. A hospital with $2.3M in CMS penalties and 47 nursing licenses expiring is desperate for retention solutions.

The message becomes relevant because the targeting already answered both questions.

I work with vertical SaaS outbound teams. #1 KPI is meeting booked rate.

I use overlooked public data, government filings, violations, permits, regulatory actions, to find companies in your market that are verifiably in pain right now. Then I build the messaging that lands.

What I deliver:

- Prospect lists built on verified pain signals, not firmographics
- Messaging playbooks your SDRs can run immediately
- A targeting methodology your team owns after the engagement

Shrlock (CRM for HR consultants):

- 5% meeting booked rate from cold outbound  
- 14% response rate vs typical <2%
- 4-5 demos booked weekly
- 1 new paying customer every week from outbound alone

Also worked with Procore, HeartFlow, HSI Donesafe, Shopmonkey.

DM me "pipeline" and I'll find 3 pain signals in your market for free.

Josh Fryszer

Been doing this for 3 months now.

Figured I should probably tell people what it is.

I started Slingshot GTM in November.

I help vertical SaaS outbound teams increase their meeting booked rate. Simple.

When outbound isn't working, teams usually blame the message.

New subject lines. Different openers.
AI personalisation that mentions their college or a podcast they were on.

Most of this is personalised, sure.  But it's also irrelevant.

The message isn't the problem.
The list is.

ZoomInfo and Apollo give you firmographics/technographics.
Industry, headcount, revenue, hiring signals, tech adoption.
None of that tells you who's actually in pain right now or, more important, what the pain is.

I use public data barely anyone's looking at.
Government filings. Violations. Permits.
Regulatory actions. Compliance deadlines.

A construction firm with 3 OSHA violations and 4 new permits needs safety help yesterday. 

A hospital with $2.3M in CMS penalties and 47 nursing licenses expiring is desperate for your solution.

When the targeting answers "why this company" and "why now," the message writes itself.

I help you define these segments, build the prospect lists, write the messaging playbooks, and hand your team a methodology they own after the engagement.

Who it's for:

- Sales leaders at vertical SaaS companies in heavily regulated industries like construction, healthcare, legal, insurance, finance.
- Outbound teams of 3-6 SDRs selling into SMB and mid-market.

If your reps are working thousands of accounts and booking a handful of meetings, the list is the problem. Not the reps.

Send me a DM if you'd like to see how this would work in your market.

Josh Fryszer 🕵🏻

I help vertical SaaS outbound teams increase meeting booked rate by finding prospects with a reason to buy right now

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The Battle

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