Building a Product Marketing Team

3 Answers
Julien Sauvage
Julien Sauvage
Clari VP, Brand, Content and Product MarketingNovember 29
Great question! First off, it's mostly with the PM team, less so with Eng. The PM<>PMM relationship has to be symbotic. I typically like mapping a PMM to a Group PM (managing several individual PMs), and these "pods" then have a weekly cadence and do a global readout of activities, metrics,......Read More
710 Views
1 Answer
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingMay 14
In earlier stage companies, small teams of generalists tend to drive great results with their expansive understanding that comes from being in the weeds of product alignment, customer insight, research, and campaign execution and sales enablement. As the company grows, and progresses into multi-p......Read More
1250 Views
2 Answers
Julien Sauvage
Julien Sauvage
Clari VP, Brand, Content and Product MarketingNovember 29
Simple. By showing impact. And you would show impact in an always-on dashboard (online), or deck. Then, overcommunicate. Keep it fun and playful. Send a monthly newsletter to your stakeholders. Talk about what's next. And worked, what didn't. Be authentic and show focus, passion, accountabilit......Read More
670 Views
1 Answer
Ben Rawnsley-Johnson
Ben Rawnsley-Johnson
Atlassian Head of Product MarketingMay 14
PMM don't own outcomes the way some other teams like sales (meetings, deals) and engineering (shipped code) - but we do own the pursuit of the metrics that matter, and the alignment of teams that contribute to metrics that span teams - CAC, CLTV etc. Any marketer knows that our value is reflecte......Read More
1255 Views
11 Answers
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 16
We match internal promotion based on the level of the product announcement. Small updates are little features that mostly existing customers are excited about. Medium updates are larger changes that potentially open up a small new audience or unlock new revenue potential. Large updates are major ......Read More
4235 Views
What does your product marketing team org structure look like?
Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?
15 Answers
Kristen Ribero
Kristen Ribero
Greenplaces VP MarketingJuly 18
In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ......Read More
2331 Views
How is your Product Marketing team structured?
By product line, segment, function or by objective (ie. revenue retention, product engagement, etc?
12 Answers
Mike Polner
Mike Polner
Discord Head of MarketingDecember 12
Great question! I think about this one a lot...First off, it’s important to callout that there is no perfect org structure :)  In general, you have to identify what you’re optimizing towards and what structure will give you the highest chance to get there. For Eats PMM, we’ve always kept a fai......Read More
2678 Views
When thinking about adding new talent to your team, how do you structure focus areas like Customer lifecycle stage, Persona, Areas of the product and Functional expertise?
We only have one product at HoneyBook but PMM does a lot of different things, ie, lifecycle marketing, research, competitive, feature launches, etc.
9 Answers
Patrick Cuttica
Patrick Cuttica
Square Product Marketing LeadOctober 15
This will vary from company to company depending on what industry you’re in, the make-up of your product portfolio, what your go-to-market and sales strategy looks like (are you strictly enterprise-focused or SMB-focused? Do you sell across all segments? etc.), the overall stage of the company, a......Read More
1788 Views
3 Answers
Jon Rooney
Jon Rooney
Unity Vice President Product MarketingAugust 23
For new senior PMM hires (like Sr. Director/Director team leads), I think of 30-60-90 plans to follow a basic flow: assess (30 days), design (60 days), run (90 days).  During the "assess" phase, a senior PMM has to listen, observe and learn as much as possible: meet the team and figure out the......Read More
9479 Views
11 Answers
Carrie Zhang
Carrie Zhang
Square Product LeadNovember 16
Great question. I always tell my team that as product marketers we are the bridge between product development and the broader marketing & sales teams. We focus relationship building and collaboration in 3 areas: 1. Product (development) team. At Square PMMs are embedded within the product t......Read More
4561 Views