10 Tips to Level Up from IC to Product Marketing Leader

Master the skills that will set you apart as a product marketing leader.

1. Cultivate cross-functional advocacy

• Building strong cross-functional relationships is key to product marketing success. Cultivate connections across departments like product, sales, and operations to ensure product marketing goals align with broader business objectives.

• When other departments see the value of product marketing, they’re more likely to advocate for and support its initiatives. By positioning product marketing as a strategic partner rather than a standalone function, you can drive alignment, showcase your team’s contributions to overall success, and amplify your team’s impact.

• Equip your team to be strong advocates in these cross-functional collaborations, giving them the skills to communicate the value of a PMM effectively. These partnerships help minimize roadblocks and create a smoother path for product marketing initiatives to thrive, allowing the team to achieve its goals with more ease and support.

2. Show up as a strategic leader, not just a project coordinator

• To be an effective leader in product marketing, you need to be good enough at project management to keep things running smoothly, but not get bogged down in the details. This means you can manage projects efficiently without being seen as someone who only handles tasks. Use your project management skills to show that you drive the strategy and own the results, rather than just organizing activities.

• When working on a launch, focus on achieving goals that align with the company's bigger objectives. Make it clear that you're leading initiatives toward important outcomes, not just coordinating them. This positions you as a leader who keeps the team's efforts connected to high-level objectives, showing that you're more invested in results than just day-to-day tasks.

• Also, take responsibility for the project's success. While you're aware of each step needed, your team and others should see you as the visionary pushing the project toward meaningful results. By presenting yourself as a strategic leader who uses project management to achieve big goals, you strengthen your leadership role and show that you're leading with purpose, not just managing the details.

3. Develop a strong vision for your team

• Creating a strong vision for your team starts with defining success collaboratively, not just from your perspective but as a shared objective. Engage your team in the process of envisioning what success looks like, so everyone feels a sense of ownership and alignment. This shared understanding sets the foundation for clear expectations.

• By outlining specific, measurable goals, you make it easier for each team member to understand their role and responsibilities, which keeps the team focused and purpose-driven. With a shared vision in place, inspire and motivate your team by connecting daily work with the bigger picture. When team members see the “why” behind their efforts, they become more engaged, motivated, and aligned.

• Translate the vision into actionable steps and connect each member’s role to the broader goals of the team. This connection builds a sense of purpose, showing everyone how their unique contributions directly impact the team’s success.

4. Master the art of resilience

• Resilience is essential in leadership, especially in product marketing as change can happen at a fast-pace. Embrace resilience as a core skill and prepare for shifting priorities, challenging deadlines, and occasional setbacks.

• Show your team what it means to handle these situations with composure and positivity, as calmness from the leader creates a stable and focused team environment, even when things get hectic.

• Encourage your team to view challenges as growth opportunities, shifting their mindset to be solution-focused rather than setback-driven. By emphasizing adaptability, you help create a team that feels prepared for anything.

• Foster a safe space for setbacks by focusing on lessons learned rather than just failures. A supportive response from you helps the team learn, bounce back, and approach future challenges more confidently.

5. Embrace the power of feedback

• Fostering a culture that embraces feedback requires creating an environment where team members feel comfortable sharing openly with radical candor. Regularly seek input on your leadership approach and team dynamics, signaling that feedback is welcome and valued.

• When providing feedback, aim for a constructive balance between encouragement and accountability; acknowledge accomplishments to maintain morale, but also address areas for growth in a supportive way. Feedback should be seen as a tool for growth, so treat it as a continuous learning opportunity for both yourself and the team.

• Analyze feedback carefully, take action on key points, and show that you value input by making meaningful improvements. By modeling this openness and a commitment to improvement, you create a team culture that prioritizes growth, innovation, and adaptability.

6. Elevate others alongside you

• One of the greatest responsibilities of a leader is helping others reach their full potential. Prioritize your team’s development by offering mentorship, skills training, and customized growth plans tailored to each person’s goals and strengths, even if those point towards a direction outside your team.

• Recognize achievements both big and small to reinforce a culture of success and show appreciation for hard work. Celebrating wins boosts morale and reinforces your team’s collective drive to excel. Grant team members ownership of their projects, empowering them to make decisions and find solutions independently.

• This empowerment builds confidence and helps them develop leadership skills, fostering a sense of ownership across the team. As your team members thrive and grow, their success naturally enhances your own influence, showcasing your ability to build and lead a high-performing team.

7. Learn to delegate, prioritize what only you can do

• As a leader, it’s tempting to want full control over every detail, especially when you know you can execute a task with precision. However, true leadership means focusing on what only you can do and trusting your team with the rest. Delegation isn’t about offloading work; it’s about empowering your team, giving them ownership, and freeing up your time for high-impact priorities.

• Identify the tasks that require your unique expertise or strategic decision-making, and prioritize those. Then, for everything else, delegate to the appropriate team members—even if you know it may not be “perfect” in your eyes. Understand that letting go is part of the growth process for both you and your team. When you allow team members to take on meaningful responsibilities, you’re also helping them develop critical skills and confidence.

• While delegating, provide clear expectations and guidance without micromanaging. Offer support and feedback when needed, but let your team take ownership of their projects and find their own ways to succeed.

• Effective delegation also sets a powerful example of leadership: it shows your team that they’re trusted and capable. As they take on more, they’ll grow more independent, allowing you to tackle even larger strategic initiatives. In the end, delegation strengthens your team’s abilities and allows you to make a more significant impact overall.

8. Operate in founder mode, not just manager mode

• Leading a team doesn’t mean you have to operate solely as a traditional manager. Embrace a "founder mode" mindset, which allows you to navigate at multiple altitudes—balancing high-level strategy with hands-on execution.

• Founder mode means staying agile and zooming in on details when necessary, without falling into micromanagement. It’s about understanding the full scope of your team’s work, from immediate tactical moves to long-term strategic initiatives.

• Shift fluidly across different time horizons. Address immediate-impact tasks to keep momentum, but also set up the groundwork for medium and long-term growth. This approach ensures your team sees results in the near term while building toward bigger objectives.

• By operating in founder mode, you lead with a balance of vision and adaptability, inspiring your team to think like owners themselves. It cultivates a culture where every team member feels empowered to make an impact, both today and in the future.

9. Learn to manage your manager

• As you progress, your manager’s availability will shrink, making it essential to deliver exactly what they need without overloading them with details. Understand the difference between fulfilling their requests and truly meeting their expectations.

• Provide high-level updates that are concise and to the point. Share the context that matters and avoid burying your manager in too much information. The goal is to keep them informed without requiring deep dives.

• When faced with decisions, don’t simply ask, “What should I do?” Instead, present several options along with your recommendation and reasoning, then seek alignment. This proactive approach not only saves time but also builds their confidence in your judgment.

• By learning what your manager values most—whether it’s strategic progress, operational efficiency, or team morale—you can anticipate their needs and make it easier for them to support you.

10. Educate your team to manage up and cascade the learning

• Encourage your direct reports to approach you the same way you manage your own manager: with clear, concise updates and well-considered recommendations rather than questions. This not only streamlines communication but also builds their confidence in problem-solving.

• Teach your team the art of managing up by sharing tips on understanding what you need versus executing exactly as asked. Show them how to bring options to the table with a proposed solution to seek alignment, rather than waiting for instructions.

• Promote a culture of cascading this skill downwards—encourage each team member to teach it to others, ensuring that the team operates smoothly, prioritizes effectively, and feels empowered at every level.

• By cultivating this approach, you’re creating a self-sufficient, proactive team that can thrive independently, freeing you up to focus on more strategic goals and positioning your team as a model of leadership excellence within the organization.