The Founding PMM Starter Kit
The toolkit to kickstart your product marketing program
5 of our favorite templates for founding PMMs who don’t want to start from scratch.
Get instant access to 5 of the top custom templates from The PMM Jetpack:
- Battle card template
- Launch playbook template
- Customer Interview Questions & Insights Tracker
- Charter template
- Positioning/messaging canvas
Created for Founding PMMs, by a Founding PMM
I’ve been in your shoes (multiple times). I’ve been in B2B sales and marketing for over 10 years and spent most of that time building the product marketing function from scratch at three companies (Uberflip, Chili Piper, and Klue), each time starting as a founding PMM.
I’ve poured hours into making the highest quality resources that PMMs can actually use because I love it. Now you can spend less time scrambling, context-switching, and searching for templates and more time doing great work and impressing your boss along the way.
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“I srsly wish I had this when I was starting out as a solo PMM.”
- Zach Messler
What’s inside the Starter Kit
We’ve hand selected a free resource for each of the core components of product marketing.
Research
The gathering of market and customer insights to inform your go-to-market strategy.
Strategy
The decisions you make around how you’ll sell, win, and grow in your market.
Enablement
Equipping your company and customers with the messaging, content, and tools they need.
Campaigns
Creating marketable moments to promote new and existing products and features.
Get instant access to 5 of our favorite templates
PMM Charter Template
A PMM Charter is an internal document that can help you explain what “product marketing does” to other teams within your company.
This template is based on the Charter we used at my last company, Klue. It helps define the purpose of our team, how we work, and what our expected deliverables and outcomes are.
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Customer Interview Questions & Insights Tracker
This template is designed to help you get the most out of conversations with your customers, ask the right questions, and capture insights that you can easily find later.
Positioning & Messaging Canvas
Use this template to create the source of truth for your core positioning and messaging. This is a page that you will maintain regularly and share across your company as a reference guide.
This template includes some best-practices, but feel free to customize it to suit your company’s needs.
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Battlecard Template
A Battlecard is a document that enables your sellers with information, messaging, and strategies to win competitive deals.
Use this template to create a battlecard for each of your primary competitors.
Product Launch Playbook
Use this template with your product manager to define how you prioritize product launches. Create a framework for tiering product launches and knowing what is expected for each of them.
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“The launch templates alone are worth their digital weight in gold”
- Mark Assini
Our product marketing philosophy
The Productive PMM Flywheel is our simple framework for how to think about building a product marketing function. And we build all our frameworks and templates to support each step of the flywheel.
Bonus: when you download the PMM Starter Kit you also get access to a full video overview of the flywheel and how you can apply the framework to your business.
“A straight-up product marketing goldmine for founding and solo PMMs.”
- Mark Huber