by Adam OBrien
Product Marketing for You is for PMMs who want insight they can actually use. Each season explores one macro topic from every angle that matters — conversations with PMMs who've shipped it, plus the cross-functional teammates building GTM alongside you. Each conversation is 20 minutes or less and comes with a framework, template, or playbook you'll actually use tomorrow.
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🇺🇲
Publishing Since
1/28/2026
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July 21, 2026
<p>I recorded this conversation with Sushmita a few months back, and it's become essential listening because it names something I see everywhere with PMM: we obsess over external launch messaging and completely wing internal comms.</p><p>Sushmita is now a Senior PMM at KEV Group, but when we talked, she'd orchestrated launches across a massive multi-product portfolio. And here's what she told me — most organizations have zero structure around who needs what information, when they need it, and why it matters. </p><p>Sales gets surprised at launch day. Product doesn't know what's being said about their work. CS has no idea what questions are coming. And suddenly your launch collapses not because the messaging was bad, but because nobody inside the building was actually aligned.</p><p>This is the blind spot that separates senior PMMs from everyone else - and thank goodness it's a pretty quick fix.</p><p><strong>Here's what we cover</strong>:</p><ul><li>Why internal comms is the least structured part of launches — and why it's actually killing your credibility</li><li>Launch vs. release: understanding the difference so you're not over-communicating or under-communicating</li><li>The communication checkpoint framework: mapping stakeholders backwards from launch day so nobody gets blindsided</li><li>How tiering launches keeps you sane when you're managing multiple products</li><li>One thing you can do tomorrow: build your own comms timeline and watch how much harder you can push back post-launch</li></ul><p><br /></p><p><strong>Resources</strong></p><p>Connect with Sushmita on <a href="https://www.linkedin.com/in/sushmitabanda/" target="_blank" rel="ugc noopener noreferrer">LinkedIn</a></p><p><br /></p><p>And a special thanks to <a href="pmmcamp.com" target="_blank" rel="ugc noopener noreferrer"><strong>PMM Camp</strong></a> for sponsoring this season - where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.</p>
July 15, 2026
<p>Your sales team reads your messaging doc once and starts saying it their own way. Your marketing team reshapes it for their campaigns. Your customers reinterpret it for their own workflows. And you're probably blaming them for it.</p><p>Ashley thinks the problem is actually on you - and at LinkedIn, she's figured out how to fix it.</p><p>In this episode, Ashley pulls back the curtain on what actually makes messaging work across a team. We talk about why alignment matters more than craft, how to design your message so it doesn't break when it's retold, and why enablement isn't an afterthought—it's the entire job.</p><p>Here's what we get into:</p><ul><li>Why clarity and alignment are not the same thing (and why alignment is harder)</li><li>How to design your messaging so it survives the game of telephone</li><li>The difference between message craft and message activation</li><li>Why co-building with your team early saves you from chaos later</li><li>How to test if your message breaks down once it leaves your hands</li></ul><p><br></p><p><strong>Resources from this episode</strong></p><ul><li><a href="linkedin.com/in/ashleyog" target="_blank" rel="noopener noreferer">Connect with Ashley on LinkedIn</a></li></ul><p><br></p><p>And a special shout out to this season's sponsor, <a href="www.pmmcamp.com" target="_blank" rel="noopener noreferer">PMM Camp</a> - where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.</p>
May 14, 2026
<p>Most PMMs pressure test the product, the roadmap, the sales deck — but the messaging itself just ships. Shannon Kearns thinks that's exactly why so many launches leave CAC on the table, and she's got a framework to fix it.</p><p>Shannon is a GTM consultant specializing in B2B and B2C tech, working with companies preparing to launch or reposition a product.</p><p>In this episode she breaks down the message testing framework she's refined across 15+ launches — what inputs build a sharp hypothesis, how to structure your test, what to hand off to the creative and acquisition teams, and how to bring the learnings back to the rest of the org.</p><p><strong>Here's what we get into</strong>:</p><ul><li>Why PMMs need to own message testing - and what you're leaving behind if you don't</li><li>The inputs that turn gut feel into a testable hypothesis</li><li>How to structure a message testing sprint (budget, timing, and what metric to actually optimize for)</li><li>The framework: levers, drivers, consumer insights, and how to write a hypothesis that holds up</li><li>Real numbers from a live client - and what a $200 CAC vs. an $80 CAC taught her about messaging</li></ul><p><strong>Resources from this Episode</strong></p><ul><li>Connect with Shannon on <a href="https://www.linkedin.com/in/shannonkearns/" target="_blank" rel="noopener noreferer">LinkedIn</a></li><li>Shannon's <a href="https://drive.google.com/file/d/1wD6hAUgCSjsrLTuSZha_7oXBEEm588Gm/view?usp=sharing" target="_blank" rel="noopener noreferer">message testing framework template</a></li><li>Shannon's <a href="https://drive.google.com/file/d/1_ucnQwkbRslQbzbgpNxnPRFNvYB3eCJ2/view?usp=sharing" target="_blank" rel="noopener noreferer">Claude skill for message testing</a></li></ul><p>And a special shout out to this season's sponsor, <a href="PMMCamp.com" target="_blank" rel="noopener noreferer">PMM Camp </a>- where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.</p>
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Product Marketing for You is for PMMs who want insight they can actually use.
Each season explores one macro topic from every angle that matters — conversations with PMMs who've shipped it, plus the cross-functional teammates building GTM alongside you.
Each conversation is 20 minutes or less and comes with a framework, template, or playbook you'll actually use tomorrow.
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