All related (6)
Joshua Lory
Sr. Director Product Marketing, VMware | Formerly Accenture, United States Air ForceMarch 28
Some best practices that helped my teams create a collaborate cross pollinating environment are: * Standing 1:1 with PM and PMM leads to discuss major open actions with full disclosure * PM contributes or leads customer feedback in regular product backlog grooming sessions * PMM develops self service customer intelligence that PM can use to steer product strategy * PMM leads customer advocacy efforts and invites PM and Eng leads to participate "hear from the horses mouth"  * PM is included in Product PI planning process with PM and Eng
Abhiroop Basu
Group Product Manager, ZendeskFebruary 25
Trust is the most important factor in a PM / PMM relationship. When I was a PMM, I worked with many Product Managers who did not understand the role of a PMM. They believed that the PMMs only role was to communicate the launch of a feature. This misconception often stems from the fact that in some teams PMs doesn't see value beyond the feature launch and PMMs do little to dispel the notion.  So, how do PMMs and PMs build trust and work more effectively? 1. PMMs need to clarify their role. This sometimes depends on the leader's ability to communicate their team's functions, however i...
Carrie Zhang
Product Lead (fmr Head of Product Marketing), Square
The product manager (PM) decides “what” to build and “when”, and is accountable for delivering the product or feature that delights customers. The product marketer (PMM) informs “what” to build, and is accountable for driving the demand for what has been built. Both require deep customer and market insights. Both need to think strategically about how to differentiate your product in your space. The difference lies in execution. On a day-to-day basis, the PM works very closely with designers and engineers to discover, design, scope, and implement what needs to be built. You are much more f...
Julian Dunn
Senior Director of Product Management, GitHub
As a PMM, I was always conducting my own wide-ranging research about competitors and market dynamics (competitive and market intelligence) and providing this to PM. This included reading a lot of analyst reports, both about our category and adjacent categories, meeting with industry analysts to conduct inquiries on pressing questions of interest, keeping up on industry news, and understanding what trends are likely to impact the product and category. Finally, distilling this down to both proactive recommendations (where I would send unprompted suggestions to the product team) and reactive i...
Abhiroop Basu
Group Product Manager, Zendesk
Usually Marketing, but in some smaller companies Product. PMs and PMMs will almost always have very close relationships (and if you don't then that's a problem). So, it usually doesn't matter which organization PMM reports into. However, at larger companies there can be some misalignment of priorities if PMMs report into the product management team. PMM teams that report into product become too narrowly focused on launches. PMMs typically cover a wide range of responsibilities, beyond just features. For examples, PMMs at Zendesk work on customer stories, industry solutions, sales enableme...
Joshua Lory
Sr. Director Product Marketing, VMware | Formerly Accenture, United States Air Force
Think of a restaurant with front and back of the house. Back of house is prepping, cooking and organizing the food for front of the house to position, serve and engage the customers. Another way to look at this is front of the house understands what the customers want, thier expecations, reactions and provides feedback to back of the house to prioritze what food is being prepared. This symboitic relationship is anlogous to PMM (front of house), PM (liason between front and back of house) and engineer (back of house). PMM needs to understand the customer persona, market and positioning. PM s...