How do you break down responsibilities and KPIs for product launches between product management and product marketing?

Product management owns the what and why, defining the feature set, prioritization, and fundamental value proposition. Product marketing owns the how and to whom, specifying messaging, positioning, and market segmentation. These are broad characterizations, but should generally guide judgment calls on who owns what. Regardless, collaboration is critical. Both teams should lean in during discovery phases (customer challenges, solution efficacy, buying motivators, routes to market, etc.) and feed ...Read More

If you are lucky enough to have a PMM partner, then I would create a very transparent RACI chart which showcases who is: R - responsible A - accountable C - consulted I - informed  about the various pieces of work. In my experience, depending upon the size of the team/company roles and responsibilies realy vary between product and PMM when it comes to product launches. Here is just one example of what could work: Product Management - Responsible for managing launch ready engineering and design w ...Read More

I love this question. Roles often overlap and vary by company, so I’ll speak from my experience. Product Managers (PMs) own the product vision, strategy, roadmap, feature performance, and adoption metrics - they ensure the product works and delivers value. Product Marketing Managers (PMMs) focus on go-to-market success: positioning, awareness, engagement, and adoption. They also collect critical insights, such as user feedback, competitor analysis, and pain points, which inform both product and ...Read More

In a successful product launch, Product Management (PM) and Product Marketing (PMM) own complementary halves of the same story — PM focuses on what and why, PMM on how and who. Product Management drives the product’s readiness: defining user problems, roadmap, MVP scope, and success metrics. Their KPIs include feature adoption, NPS, usage retention, and delivery on time and quality. PM ensures the product works, delivers value, and fits market needs. Product Marketing drives market readiness: cr ...Read More

Product Management is responsible for Product strategy but that needs to align to the Product market fit which is defined by the GTM strategy that is defined by Product Marketing. One of the key requirement is that we from product align to the GTM strategy before defining the Product strategy. This will help build high quality products that bring customer delight and high ROI. It is crucial part of partnership from Business perspective, just like how partnership between Product and Engineering i ...Read More

When it comes to product launch, I make Product Marketing responsible for KPIs related to enabling Sales, Marketing, and Customer Success. Proroduct Management is then responsible for owning all KPIs related to ensuring Sales Engineers and Support are enabled.  I also expect Product Marketing to hold cross-functional launch sessions with these key groups to ensure all items from the launch plan are completed prior to launch. I would encourage PM to develop a similar launch checklist so that PM a ...Read More