How do you break down responsibilities and KPIs between demand generation and product marketing?

It starts with building a strong partnership, PMM and Demand Gen have to operate as one team. In terms of roles: Product Marketing owns what we say: they’re responsible for the positioning, messaging, and audience insights. Demand Gen owns where and how we say it: that includes channels, timing, and campaign strategy. Our KPIs often overlap (like MQLs and pipeline), but we stay in close lockstep to make sure the story resonates with the right buyers at the right time. The best campaigns come fro ...Read More

My general framework is as follows: PMM is likely to bring the best holistic qualitative insights to the table from the work that they're doing Demand Generation is likely to bring the best live quantitative data to the table from the work that they're doing Because of that, it's a give-and-take from a responsibility standpoint.  Both PMM and Demand Generation should bring ideas to the table around what can/should be tested They should be able to workshop those ideas together for refinement. Exa ...Read More

Demand Gen and Product Marketing need to work in lockstep, but their responsibilities should be clearly defined so there are no gaps. I see Product Marketing as the strategic foundation. They own positioning, messaging, and audience segmentation. They’re the ones gathering customer insights, developing solution narratives, and ensuring that we have a compelling story to tell. They also drive product go-to-market (GTM) strategies, which include things like product launch plans, competitive analys ...Read More

Alignment on responsibilities and KPIs is critical. Personally, I have noticed more crossover between growth marketing and product marketing than between demand generation and product marketing. However, here are some considerations: Demand generation: Responsible for campaigns to generate demand and sometimes is incorrectly referred to as “demand capture”. Examples of KPIs: MQLs and sign-ups. Product marketing: Involves positioning, messaging, and product launches. Demand generation efforts oft ...Read More