Clients of all sizes regularly lament, “We cannot find skilled product marketers.” According to the 2016 Workplace Trends report by Randstad, the lack of qualified talent is the second biggest threat to a company’s ability to meet revenue targets. SiriusDecisions has recommended ways to think outside the box when recruiting, but some organizations are constrained to recruiting from an internal pool of candidates with technical skills. The question we most often hear from these clients is, “How do I identify candidates with technical expertise who also have high product marketing potential?”
Some of our clients with complex, specialized offerings have been able to successfully recruit technical experts such as product managers or solutions consultants from within their organization and transform them into product marketers. They first identified candidates with essential skills such as critical thinking, writing talent and leadership abilities, and then leveraged SiriusDecisions frameworks and best practices to teach them crucial product marketing techniques.
When considering internal candidates, confirm they have the capability to translate their knowledge into the insights required to devise and lead a go-to-market strategy. Look for examples where the candidate has demonstrated the following:
Once a qualified internal candidate is identified, do you have the tools, process, and infrastructure required to teach the skills they need to succeed? New product marketers need to refine their critical thinking and have frameworks to focus on targeted buyers. Clients of SiriusDecisions’ Portfolio Marketing service have access to a complete set of industry best practices and frameworks required to develop successful product marketers. Remember, internal recruiting is not poaching; it is rewarding great employees with new career opportunities!
Suzy Meriwether is a Research Director, Portfolio Marketing, at SiriusDecisions. She has more than 20 years of experience in product and solution marketing, sales enablement and demand generation. Follow her on Twitter @SuzyMeriwether.