VP Product Marketing at Kajabi | Building PMM Office Hours

Hi, I’m Tamara 👋🏻

I’ve spent my career building product marketing teams, shaping company strategy, and leading big, high-stakes launches. 

I’ve held five PMM leadership roles — 2× Director, 2× VP, and Chief Strategy Officer — and over time, one truth became impossible to ignore:

Great PMM leadership isn’t a solo sport.
And most PMM leaders are forced to figure it out alone.

That’s why I started PMM Camp — a private community for product marketing leaders who want to grow with intention, be surrounded by peers who push their thinking, and develop the habits that make them truly indispensable.

My work today sits at the intersection of connection and leadership development. I help PMM leaders strengthen the skills that actually move their careers forward — thinking more strategically, driving clearer business impact, communicating with influence, developing their teams, and building professional relationships that open doors.

If that’s the journey you’re on, here’s where to start:

✨ Subscribe to the newsletter
✨ Apply to join the community
✨ Shoot me a DM to say hello

Tamara Grominsky

Every PMM wants to become "more strategic".
Here's the simplest path:

Get better at choosing which problems to solve.

Most problems fall into four categories:

Delegation Zone
Quick Wins
Shared Wins
Strategic Levers

The average PMM spends too much time in the wrong one. Strategic PMMs are selective.

Answer these questions to see where a problem fits, and how to prioritize it.

DELEGATION ZONE

- Could someone else do this just as well?
- Would skipping this have little to no business impact?
- Does this require little to no PMM judgement?

If yes, delegate or drop.

QUICK WINS

- Am I particularly good at solving this type of problem?
- Can this be completed quickly with minimal effort?
- Will it create a small but noticeable improvement?

If yes, do it quickly and move on.

SHARED WINS

- Would solving this improve key business outcomes?
- Is another team better positioned to lead this work?
- Would PMM's time be better spent partnering vs leading?

If yes, partner, don't own.

STRATEGIC LEVERS

- Will this materially shape direction or priorities?
- Is PMM uniquely qualified to solve this problem?
- Would the outcome be weaker without me involved?

If yes, prioritize aggressively.

The fastest way to become more strategic is not to just work harder. It's to ruthlessly filter what you work on.

The best PMMs spend 80% of their time in Strategic Levers. The rest spend 80% everywhere else.

_____

👋🏻 I'm Tamara, and I help product marketing leaders master the habits that make them indispensable.

💌 Want my Sunday strategy sessions? Join 9,000+ PMMs who get my newsletter every week. Click “view my newsletter” to subscribe.

✨ Product Marketing Leadership Coach | 2X VP PMM | I help PMMs master the habits that make them indispensable

If your research isn't landing, it's probably not about the data.
It's about something much bigger.

PMMs spend hours tracking patterns, pulling sources together, analyzing trends.

We get genuinely excited about our findings.

Then we present to product stakeholders or senior leadership.

And... crickets.

No one else seems remotely as excited as we are.

The problem? You're probably stuck in what I call the "observation zone."

Most PMMs present low-quality insights without even knowing it. They describe what happened, but they don't help people understand why it matters or what to do next.

There are three levels of insight quality:

LEVEL 1: OBSERVING

You're describing what happened. Sharing data, maybe a few trends.

"Our competitor updated their homepage."
"We have 10 customer support tickets on this feature."

These are just data points. The business doesn't know why they should care, so they divert their attention somewhere else.

This is where most PMMs get stuck.

LEVEL 2: INTERPRETING

Now you're connecting meaning to the data.

"Our competitor updated their homepage to emphasize AI. This, combined with other changes to their marketing and the launch of their new feature last week, signals a positioning shift we need to respond to."

"Those 10 support tickets all come from our priority customer segment and mention the same point of friction. We need to pay attention before it starts costing us renewals with our best customers."

When you apply meaning, you spark conversation. You give people something to react to.

But interpretation alone isn't enough to drive action.

Because now everyone will ask: "Okay, so what do we do about it?"

LEVEL 3: DIRECTING

This is where you propose a path forward.

"Based on the competitor shift, I recommend we update our homepage messaging by end of month. Here are three positioning angles we could test."

"I've mapped out two options to address the friction point: one quick fix, one longer-term solution. I recommend we start with the quick fix and revisit in Q2."

Three components make this work:

→ Shape options: Determine the potential paths forward.

→ Add a strong point of view: Present the path you recommend (and why).

→ Bring an activation plan: Show how to bring that path to life.

When you move out of observing, through interpreting, and all the way to directing...

That's when you present insights that get buy-in.

And that's the real difference between insights that get filed away and insights that drive decisions.

_____

👋🏻 I'm Tamara, and I help product marketing leaders master the habits that make them indispensable.

💌 Want my Sunday strategy sessions? Join 9,000+ PMMs who get my newsletter every week. Click "view my newsletter" to subscribe.

We just launched our newest round of Cabins inside PMM Camp.

→ 91 product marketing leaders
→ 15 small core groups

Topics spanning AI, B2C PMM, people management, go-to-market strategy, founding PMM, B2B SaaS, and more.

You are the sum of the 5 people you surround yourself with. That idea is the foundation of everything we do with Cabins.

If you're not familiar with Cabins, they're the heart of PMM Camp.

Small groups of 5-8 PMM leaders who meet regularly to tackle real challenges together.

The small group structure is intentional.

When you're surrounded by the right people, solving real problems together, you don't just learn faster. You become better at your craft.

Each Cabin has its own focus, but they all share one thing: real PMM leaders solving real problems together.

The people in your Cabin become your inner circle. A group of smart and kind people who help shape how you think and work.

None of this happens without our Cabin Leaders.

These are PMM Camp members who volunteer their time to facilitate, guide discussions, and create space for others to grow. They're the reason Cabins work.

Shoutout to our 15 Cabin Leaders this round: Talya Heller G. 💡, Camila Morrison, Ana Conde, Shannon Kearns, Abigail Egle Zilinskaite, Kate Orchard, Paul Ngan, Steffi Li, Martina Havrlent, Amit Alagh, Denny Hollick, Conrad Walsh, Kristin Howland, Sheryl Floyd, Kim Toffan

If you're in one of these Cabin groups, you're in for something special.

You're about to spend the next few months surrounded by people who will make you better.

If you're not, the next round opens in a few months.

Your habits are your future, one day at a time.

I used to set career goals:

"Get promoted to Director."
"Manage a team of 5."
"Become a Chief Strategy Officer."

Then I'd stress about things I couldn't control.

Would my boss leave?
Would the company create that role?
Would there be budget cuts or layoffs?

It was exhausting.

But, at the recommendation of my executive coach, I shifted focus. Instead of chasing titles, I started building leadership habits.

And that's when things changed.

I couldn't control when I'd get promoted to Director. But I could control showing up to every strategy meeting with a clear point of view.

I couldn't control managing a team that didn't exist yet. But I could mentor junior marketers, even when it wasn't officially my job.

I couldn't control the timing of the VP opening. But I could write strategy memos that the CEO actually wanted to read.

The promotion to Director came (early!). The team followed. The VP role was created just for me.

Not because I set those as goals.
Because I built the habits that made me ready when the opportunity arrived.

What if, in 2026, instead of obsessing over outcomes you can't control, you started focusing on the behaviors you can.

Your habits are your future, one day at a time.

What future do you want to build for yourself this year?

I used to think being busy meant being productive.

Turns out, I was just exhausted.

The shift happened when I stopped glorifying hustle culture and started protecting what actually mattered to me.

I've learned the habits that feel hardest to prioritize are usually the ones we need most. For me, that's prioritizing time to take real breaks throughout the day.

What are you prioritizing this year? Vote in the poll below.

___

💌 This week's newsletter digs into intention setting and getting clear about the habits you actually want to build for 2026. Subscribe to get the edition in your inbox: www.pmmcamp.com/subscribe

Which habit are you most intentionally prioritizing this year?

The author can see how you vote. Learn more

Zach Roberts 💀

I get complex B2B software SEEN and SOLD in workflows your buyers KNOW | Co-Host @We’re Not Marketers

I’m a former tech seller.

And what I say next might shock you, even be “salesy”

Sometimes software sells itself.
While cool software is hard to close. 

I know firsthand, because in 2017. 

I became a first-time AE at an edtech company. My then-colleague gleamed,

“Teachers love our product!”

Great. Then why am I
- Making 60 dials daily
- Chasing no-show calls
- Fighting for limited budget

Love doesn’t buy cool software. Not always. Real talk. 

If you’re a startup, it’s not a viable way to sell software. And that’s just it.

I had what most tech founders desire in sellers: 
- Affable personality
- Goal-oriented mindset
- Sales training at LinkedIn

Yet all that didn’t win every deal. 

So I did what any Type-A professional would do: I got curious on what didn’t work.

And here’s what I found:

- Interest doesn’t always convert. 
- Lesser features might stand out.
- Not all questions can be objection handled.

A few months later. I built pipeline faster than the most tenured rep. 

My then-manager surprised, beginner’s luck? 

It happened again, at another startup. Small deals then, massive repeat orders later, late-blooming as #1 AE. “Can I teach this?”

Fast forward 2020. 

As a sales enablement PMM at Dropbox, two $1.2MM sales plays later:

One enthused seller said…“This is no different from our pitch, but now? We can *actually* answer their questions, with proof!” 

Here’s why.

A clear workflow does what most AI platforms can’t. It speaks to what buyers know and trust. That new language became Scope & Sequence:

A product marketing consultancy for software startups who turn stalled deals into shorter deal cycles. 

Here’s how my “Stop Chasing Sales” system works: 

- Phase 1: Audit your website on actual buyer questions. See what works and find gaps which might be making selling harder. Get a full report in one week. 

- Phase 2: Dial in on your POV. Get how it relates to your ideal buyer workflow. Deliver a sales-ready deck within next two weeks. 

- Phase 3: Get a full scope on your buyer workflow. See a clear sequence of what your sales process needs to make what you sell, easier. 

This workflow system takes one month, start to finish.

It’s what I used in sales, refined as an in-house PMM, and what I’ve delivered to several companies in last few years.

Because software isn’t hard to sell: 

What you solve + clear workflow gaps = easy yes.

Ready to make your sales process easier? DM me! 

Founder

I help B2B product marketing leaders in SaaS businesses deliver on work critical to your GTM engine, keeping internal stakeholders happy, and executive leadership to sing your praise. 

Yesterday I gave up American Dreams for 3 more years of Mexico City residency. 

White-picket fences, Bud Light and, a family dog who might bark in English. 

Not sure on latter. 😉 Bad move?  

Until proven, what I’ve discovered instead:

- Don’t take hot showers for granted. 
- When not understood, ‘talking louder’ almost never helps. 
- But no better feeling than a local asking *you* for directions. Duolingo streaks? Nah. 
- Earthquakes happen. Wear clothes when evacuating. 
- 401Ks are built on job security. 

More on last point. It’s LinkedIn, can’t speak on second-to-last line item. 🧖🏾‍♂️

Walking out of immigration yesterday, 2025 (I reflected) was kinda shaky ground. 

- Rocked with late-night anxiety 
- Sought stability in a new offer 
- Still uncertain of what’s next

So guys. 2026 gonna go 1 of 2 ways:
- Scope & Sequence pops off, better
- Teach English for street tacos

Because job security is kinda on a 3-year hiatus. 
Until then, I’m building something new. 

Stay tuned…

Zach Roberts 

Low win rates? Something’s coming. | Co-Host @We’re Not Marketers

Last week, I got a call at 5:56am. A Liberian area code. Which meant one thing. 

“Hey, how are you?”  “Oh Zach, I’m resting, sleeping in until noon, everyday.” 
Overdue relief in her voice. 

“You deserve it, mom. Wait, do I hear kids playing?”

3 weeks in at the new retirement mansion we built for her. Still can’t believe it.

“Yes. I have a creek in my backyard. 
The mothers in village nearby
bring their kids to bathe and, 
wash their laundry.”

Strong emotions locked up, as a bilingual Black dude. Best to keep them in. Early life and corporate work prior said so.

Yet, there I was, tears blurring vision. 

Right there. My vision for Scope & Sequence changed too. 

- The 6:30am gym workouts 
- The chicken scratch thoughts I journal
- The mini-anxiety spirals every other Friday
- The small aha moments after hours of research
- The pipeline drier than my winter skin (3 hours unlotioned lol) 

What if I’m not building a six-figure business? It’s Sunday Jan 11th, I haven’t billed a single dollar, ayyy! 

But what if you’re building something else, better?

Most days. 

I still do rise ‘n grind at 5:30am, with a different outlook now. 
A second chance to hear kids playing at her creek.

Earlier today, my girlfriend wanted to show me her ‘cajones’. Naturally, I was confused. Surprised? Not my first bilingual rodeo. 

She then walks over, pulls her drawers, and leaves me in disbelief. “¡No me digas!”

15 years, I’m counting and, one bad grade in AP Spanish still bucks me over. 

The best part? 

It was our long-distance FaceTime call.

‘Cajones’ were actually drawers to the new dresser, she wanted to show me. 

“What do you think?” Let me tell you. 

- I studied college-level Spanish
- Lived in Mexico for 379 days
- Googled ‘cajones’ (with Safe Search “On”)

You can talk your audience’s language, know day-to-day and, still not get it. 

Real talk. If you’re a solo overworked marketer, it could happen in your sales process too. 

I promise you, it’s not my first rodeo. What I’m building (in public) might help. 

Hit the ‘bell’ for future updates. 

📸: Sunday park stroll in Mexico City.

Today marks one year in Mexico City. 
And… what the hell am I doing at my desk? Lol

Look. How I got here was no New Year resolution.

Make-a-wish goals most quit by Jan 19th (proven study). 

Maybe I should’ve quit too. 

While others celebrate ‘new year, new me’, my linguistic skills (today) rivals the 7-year old in my local barrio. 

(in a different language)

“Look! He sounds like my grammar textbook.”

Damn. He wasn’t wrong. The last 365 days has lived outside of my comfort. 

- Warm showers are a luxury. 
- Building a biz abroad is challenging.
- But Mexican healthcare vibes with my finances. 

I don’t know a lot of things, 7-year old proved it so but, I know this: resolutions don’t replace hard work.

No alternative text description for this image

How to do buyer research?
One way which drove sales, as a first-time AE: 

↳ What’s changing in their world  
↳ Why this matters now  
↳ How their industry behaves  
↳ Why you’re different
 
Here’s how.

Starting in 2017. 
I built pipeline faster than the most tenured rep.

My manager thought it was beginner’s luck.
Then it happened again at another startup.

Small deals returning as massive repeat orders. 
Eventually closing in as #1 AE. 

Sounds like humblebrag proof, sorry.

Fast forward 2020. 
Sales enablement PMM at Dropbox: 
"Can I teach this?"

Two $1.2MM sales plays later, one seller told me:

“This is no different from our pitch, but now? 
We can actually answer their questions, with proof!”

Founders? Sales collateral does make selling easier. 
As long as they answer actual buyer questions. 

Deep Research AI doesn’t always. 
This framework does help. 

↳ What’s changing?  
↳ Why now?  
↳ How does our industry behave?  
↳ Why’s our company different?  
↳ Our product?
↳ And this sales rep?
↳ Why AI? 

Quick take on last one. Buyers are curious about AI, just not in the way we think. 

Seems obvious? Maybe.
But obvious isn’t the same as operational. What fixes our actual workflows.

The best product CAN sell itself, when answering questions buyers have.

Because back to AI. It can create collateral. 
But it isn't always obvious in what buyers want.

Your competitors know and use AI? Let them.
What most don’t know? Your buyer’s workflow.

That you do know.

And just like that. I’m fluent in a skill I once absolutely SUCKED at. 

Yesterday, there I was. 

Healthy eating avocado rice, while half-watching ‘90 Day Fiancé’ and, the weirdest thing happened next. 

A dinner-table convo in Colombian Spanish. 

I then paused (myself and TV), looked closer, and nope! 

- No English subtitles on screen
- No bilingual-enhanced spider bites 

Yup. I understood a different language, without fully listening. 

- I do live in Mexico City
- Studied Spanish since 7th grade

Who cares? I do, because listening to Spanish always were my Black Eyed Peas. I really never understood either (“My humps” is terrible music). 

Anyways, what changed? 

- My 368 days living here?
- My two times using Duolingo?

Nope, it was ‘looking bad’. That’s it, let me share more.

I’ve been in a bilingual relationship for six months. Worst critique I get is I ‘don’t ever listen’. Rapid-fire Spanish isn’t easy! 

But for fear of being dumped, I had to change. That was it, I realized. 

People change habits when:
- there’s intense interest to do so
- and looking really bad is a steep price 

Selling ‘transformation’ isn’t promoting an app. That almost never works. 

===

And with that, I’m proud to announce… I’m a man, who can listen. Feel free to congratulate me in the comments, or don’t. 😂

Last month, I got a call from a solo marketer, her output put AI to shame. Startup lead volume agreed. Yet her tone suggested otherwise.

“Zach – check this out. 
It’s everything I’ve done since Q1 (2025).” 

“Woah. So what’s the problem then?”

She owned marketing at a virtual reality startup. Users could tour apartments on their phones, while watching the Packers lose (lol). 

It was pretty cool. 

Their awards from Belguim agreed too. 
That's why 'market expansion' was on their mind.

“We hired an SDR agency. 
They called over 25K accounts in 30 days.”

“My god, Stefi. That’s incredible, 
how many did they convert?”

She was in disbelief too. “3 meetings.”
But wait, it gets better. 

“So umm… how does your exec team feel about this?”

“My cofounders are ECSTATIC!” When she tried to ask why, this was their reply:

(Her words, paraphrased)

“Don’t worry about biz goals, let us do that,
just focus on finding more leads.”

It was crystal-clear. 20 minutes later. 
We decided not to work together. 

I'll say more.

Yes, they had UNBELIEVABLE lead volume. 
And despite, 24,997 of them not converting.
Her leadership saw no problem.

Because if your startup might fixate more on lead volume, than actual lead quality. If it’s in such hyper-growth, it can’t take a beat and see ‘what’s not working?’

And not use that intel to:
- improve expected conversions
- and speed up sale cycles

Then it might be better to hire an SDR agency.

And if you do, here’s the most simple and easy insurance policy against bad-fit leads.

I outline it in the infographic below, to sum it up: 
→ Gather all your qual notes 
→ Export them to a spreadsheet
→ And run an AI agent to identify trends 
→ Use that insight to refine your lead qualification 

That’s one way toward faster sales cycles, better lead quality. Using what you know doesn’t work – to find more of what does. 

Try it out. And if you want to underwrite your SDR agency a bit more? 

I’ve been there, as an SDR then and PMM consultant today. And if you're really serious, shoot me a DM.

Sometimes software sells itself.
Sometimes cool software is hard to close. Here's why.

Scott Galloway once said:
“I invest only in boring businesses.” 

Yet it did make sense. Boring businesses aren’t

→ AI-powered
→ Bleeding-edge (ew!)
→ Ground-breaking

While, AI’s powerful. Innovative. It does hallucinate. 

AI’s not
→ Paul’s Waste Removal
→ Diane’s 911 Plumbing
→ Brad’s Pest Control

All what long-run investors and American households love: certainty.

No surprises, imagine this. 

Your spouse goes into labor, call 911 and, an ambulance pulls into your driveway. You rush, open the door, no one’s there. No EMT, nada. 

In a sales call, that’s what leading with AI looks like. 

- Cool
- Powerful
- Innovative
- Too good to be true

What could go wrong? That’s hard to answer. One easier way instead.

Know what interest our buyers 
See their end-to-end workflow
Show what fixes gaps they care about 

It worked for me sales, later in product marketing. Most surprising? 

Cool or not. People want what they know, works.

“They call it ‘The Big White House’” 
Our laughter betraying reality. 

“Ah Mom. Village can’t call it something else?” Because they really don’t know US. 

Especially if your hometown is Minneapolis. 
Not everything is as it seems. 

Chasing immigrants and citizens out of their homes, while my mom and I dwell in our respective homes, abroad. Tough. 

And that’s the small silver lining. 

Knowing my Mom can send me this pic, last week marveling at her new home, built in Liberia. 

Hearing villagers laugh in the background of our calls, grateful to see specter of American dream, in their own backyard. 

While watching ice swarm Minneapolis. 

Not everything is at it seems. Nah. Everyone just wants peace in a home — to call their own.

While biking home, it then hit me. Not a self-driving car. Yet the sheer impact felt no different. 

Green canopies, swept streets and, chatter I kinda understand (finally!). 

“Am I really building this abroad?”

Look. I’ve lived in Mexico City for 379 days. 

- No English system (they use metrics here)
- No burrito tours (that’s northern Mexico)
- No tequila shots (it’s 9am, Susan)

The vacation’s over. This is my new life, yo! 

And since it’s begun, what I building now, somehow mirrors it. 

- Google Translate does replace language guides.
- Reduce more guffaws and save face? Please! 
- Laugh with a local? C’mon, travel’s a gift.

But founders? When you fixate more on cool features, less on what your audience can see in day-to-day? 

We might overlook what they feel. I’ve done it before, and let me tell you. 

Potholes can even dwell in our sales process too. 

PS: No potholes can stop my grind, still walking 😂

No surprise here. We bit more PMA dry sandwiches, than we could chew. And now we must pay. 

With our first in-person banger! 

Ha ha. Dry sandwiches in a decrepit hotel hallway could never stop us. But real talk. 

Our accountant does think we're idiots. Especially for what I'm gonna say next:

If you're a software company who detests dry sandwiches at PMA summits, come and sponsors ours instead: 

https://lnkd.in/dz-XUm6A

Navattic's rocking with us. Who's next?

I was gonna write about ‘working solo in Mexico City’ but, c’mon!  I saw this instead: not AI, not a ‘pig in a blanket’.

Just a hog on its walk. You go king (or queen)!

“How to audit websites for AEO?”
Here’s a simple and easy play to try:

→ Pick one audience avatar (rollerbladers)
→ Know their category (rollerblades)
→ Gather questions (narrow feet?)
→ Study website (schema?)
→ Cross-reference all

Here’s why. I was rollerblading in Condesa last night. 

Thinking about this EXACT post, ha I know. 
Almost every B2B website sells.

→ Testimonials
→ Product features
→ “Better way to do audits”
→ Interactive demos
→ Logo walls

They should sell upfront, direct!  
Giving answers your audience need.

Yours could mirror the company’s sales process. 

Think about it. And product marketers? 
That might not be a bad thing. 

A website built not only for AI, but gaps in your sales process. Because the worst sales guffaw, speaking firsthand sales? 

Build something dope, promote online, engaging Day 1 audience, getting excited, through virtual doors, when they finally ask:

”Why would I even rollerblade without rear-brakes?”

...and you can’t give a concrete answer. 

AEO, company website, or sales teams. Whatever camp you're on, “sales objections” are buying questions, hidden in your sales process. 

Maybe no objection-handing doc needed, after all. 
You could try this framework instead.

Talk to a few sales reps, ask what works. They could be ‘coin-operated’, willing to take any lead.

But when you ask... 
→ Who’s your favorite prospect to sell to? 
→ What have you seen to show for it? 
→ What interests them most? 
→ What’s your favorite thing to pitch?
→ How and what makes your job easier? 

You might see something you didn’t notice prior. 
A subtle pause, deeper look, new dots connected.

A website should sell. 
But if it’s not answering actual buyer questions.

Should we still blame ‘sales collateral usage’ in 2026?



Don’t do that, try this framework instead. 
Shoot me a DM if I can help.

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Zach Roberts 💀

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taplio

The Battle

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Zach Roberts 💀

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