When to Hire a Fractional PMM and Tips for Success

If your product marketing feels like a single candle trying to light up an entire stadium, it’s time to bring in some extra wattage. Enter the Fractional PMM (Product Marketing Manager) – your part-time, high-impact spotlight operator.

But before you jump in, let’s demystify the concept and explore when (and how) to bring this powerhouse into your team.

Types of External PMM Support

First, let’s break down the different types of external product marketing support:

• Fractional PMM: The hybrid of commitment and flexibility. They’re embedded in your team on a retainer basis, operating like a part-time player who’s all-in on the strategy and execution. Think of them as the Robin to your product’s Batman, without ever actually donning tights.
• PMM Consultant: The hit-and-run specialist. They swoop in for specific projects—launching a product, overhauling your positioning—and then gracefully exit stage left. Perfect if you have clear deliverables and a defined endgame.
• Advisor: The Yoda of your product marketing universe. Advisors offer wisdom, strategic insights, and gentle nudges in the right direction. But don’t expect them to roll up their sleeves and build your messaging hierarchy.

If you need someone to tackle the nitty-gritty while keeping an eye on the big picture, the Fractional PMM is your MVP.

When to Hire a Fractional PMM

Here are 4 signs it might be time to hire a fractional product marketing manager.

1. You Don’t Have a PMM Team

Startups and scale-ups often find themselves without a dedicated product marketing team. You might have a great product but no one to craft the narrative, guide the go-to-market (GTM) strategy, or drive adoption. A Fractional PMM can:

• Establish foundational messaging and positioning.
• Build a scalable GTM strategy from scratch.
• Manage cross-functional teams for seamless product launches.

2. Your Team Is Maxed Out

If you do have marketing resources but they’re stretched thin, a Fractional PMM can step in to provide immediate relief and leadership. They’ll own critical tasks like buyer enablement and market research, freeing up your team to focus on execution.

3. You’re Scaling Quickly

Fractional PMMs are perfect for companies on the brink of growth. Whether you’re launching a new product, entering a new market, or trying to achieve product-market fit faster, they’ll hit the ground running with expertise and focus.

4. You Need Speed and Flexibility

If you’re tackling a high-stakes project or need a seasoned leader to rally a team of designers, developers, and marketers, a Fractional PMM can provide both strategy and execution without the long-term commitment of a full-time hire.

What Does a Fractional PMM Do? Key Responsibilities

Fractional PMMs are the Swiss Army knives of product marketing. Their responsibilities span the product lifecycle, often including:

• Product Messaging and Positioning: Crafting compelling narratives and messaging hierarchies that resonate with target audiences. This involves understanding what makes your product unique and why customers should care.
• Managing Product Launches: Coordinating cross-functional teams (e.g., sales, engineering, customer success) to ensure seamless product launches. They’re the glue holding the launch chaos together.
• Sales Enablement: Creating sales collateral like battlecards, demo scripts, and one-pagers to arm your sales team with the tools they need to close deals.
• Customer and Market Research: Analyzing customer fit, conducting win/loss interviews, and staying ahead of competitors to refine strategies and identify opportunities.
• Content Creation: Developing product guides, case studies, and blog posts to support marketing campaigns and drive engagement.
• Strategy Development: Aligning go-to-market strategies with business goals and market dynamics to ensure sustainable growth.

Example Deliverables

A Fractional PMM might produce:

• Messaging hierarchies and positioning statements.
• Sales enablement materials, such as playbooks and demo decks.
• Competitive analysis reports.
• Detailed go-to-market strategies.
• Product launch plans and calendars.
• Customer persona profiles.
• Post-launch performance reports and recommendations.

Tips for Success When Working with a Fractional PMM

1. Set Clear Goals

Fractional PMMs thrive on clarity. Define what success looks like upfront. Whether it’s nailing your GTM strategy or improving sales enablement materials, be specific.

2. Integrate Them into Your Team

While they’re not full-time, treat them like they are. Invite them to team meetings, share internal tools, and keep communication flowing. Remember, a Fractional PMM is only as good as the context they’re given.

3. Leverage Their Expertise

Fractional PMMs are senior marketers. Use their experience to elevate your strategy, refine your messaging, and identify blind spots. Don’t just hand them tasks—engage them in strategic conversations.

4. Be Realistic About Bandwidth

Fractional PMMs aren’t miracle workers (though they come close). Be mindful of the hours they’re contracted for and prioritize tasks accordingly.

Need to Hire Product Marketing Support?

Hiring a Fractional PMM is like adding a secret weapon to your marketing arsenal. They’re flexible, strategic, and execution-focused, perfectly suited for scaling startups or overburdened teams. Just remember: success hinges on clear expectations, seamless integration, and mutual trust.

So, is it time to hire one? If you’re nodding along, it probably is.

‍Book an intro call with me. An intro call is a no-pressure way to see if there might be a mutual fit.

Or, reach out to me on LinkedIn.