We're Not Marketers

Become a Mini-CEO: Inside the PMM Consultant’s Playbook w/ Alex Virden


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What happens when a product marketer leaves the in-house grind to start her own consultancy? According to Alex Virden, it changed how she saw product marketing entirely.

In this episode, Virdical founder shares why PMMs aren’t traditional marketers, how consulting rewires your thinking, and what startup leaders really need when they ask for help. From messy handoffs to misaligned messaging, Alex explains the recurring pain points that surface in the go-to-market function and how external voices can reset the entire narrative.

She also share knowledge on:

  • The power dynamics that make consultants more effective than internal PMMs

  • Why hourly billing models can backfire (and what to do instead)

  • How to spot when your org needs a third-party voice to fix GTM strategy

  • Tactics for commanding a room with CEOs (even if you're the outsider)

  • How to avoid getting pulled into the basement making decks and one-pagers

  • Practical advice for PMMs transitioning into consulting or freelance work


If you’ve tried to run a strategic PMM project while dodging CEO opinions and internal politics, this episode is a must-listen.

Whether you're in-house and underwater or eyeing the consultant leap, Alex Virden brings receipts, real talk, and a clear lens on what modern product marketing really looks like when done right 🫡


Timestamps:

02:54 Are Product Marketers Actually Marketers?

04:59 The Role of a Product Marketing Consultant

09:23 Challenges and Insights in Product Marketing

16:24 Structuring Consulting Engagements

24:19 Maintaining Control in Client Meetings

26:31 Meeting Disasters and Control

27:20 The Importance of Structured Agendas

29:06 Hypotheses and Curiosity in Product Marketing

30:46 Challenges in Messaging and Stakeholder Meddling

32:17 The Role of External Validation

34:59 Demand Generation vs. Product Marketing

38:58 The 4Ps and Modern Marketing

43:49 Final Thoughts and Staying Connected

Show Notes:
Alex’s LinkedIn  

Virdical Website



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We're Not MarketersBy Gabriel Bujold, Eric Holland, Zach Roberts

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