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Building a Product Marketing Team

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

Square Product Marketing Lead • October 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

1714 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?

13 Answers

Kristen Ribero

Greenplaces VP Marketing • July 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

2139 Views

How do you define 30-60-90 plans for senior PMM hires? What do you expect from newly hired PMM leads in terms of achieving KPIs?

3 Answers

Jon Rooney

Unity Vice President Product Marketing • August 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

9212 Views

What has worked well (or has not worked) as far as positioning your product marketing team within a larger marketing org?

11 Answers

Carrie Zhang

Square Product Lead • November 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

4486 Views

What advice would you give a junior product marketing manager who is the first product marketing hire?

I don't want to just be a launch project manager or a new releases copywriter.

10 Answers

Suyog Deshpande

Samsara Sr. Director | Head Of Product & Partner Marketing • November 19

Know your ARR/Pipegen numbers and analytics tools: Get comfortable with building reports and dashboards. Know how to run reports and play around with that data. You will start uncovering interesting things - ex: we are weak in a certain market segment or we tend to have higher win rate for certai......Read More

5532 Views

What's the most effective way to scale a Product Marketing team beyond the first Product Marketing Manager?

9 Answers

Alexa Scordato

TikTok PMO • August 13

The first 2 PMM's are going to wear many hats and serve many masters. There's unfortunately no way around that given the breadth of the function. The biggest tension is striking the balance between supporting product, supporting sales, and establishing an operational cadence for go-to-market (GTM......Read More

1695 Views

How does the product marketing team's placement in the org chart (under marketing, product, etc.) effect your ability to influence the roadmap?

9 Answers

Alexa Scordato

TikTok PMO • August 13

If product marketing is embedded within product, what that usually tells me is that marketing is a secondary function to product. If you're operating within a product-led organization, the cadence of the business will be determined by product leadership and the roadmap they set. That said, market......Read More

1418 Views

What are the aspects of operationalizing a Go-To-Market plan that might prove to be most risky?

13 Answers

April Rassa

Aventi Group Product Marketing Consultant • April 2

There are probably three major questions to answer when operationalizing a GTM plan: What is the governance? Meaning who is in charge? What is the division of labor? Who holds what decision rights (e.g., decide, influence, escalate)? When do you scale? There are two broad options: launch-and-......Read More

2091 Views

How do you communicate product marketing updates and activities to the rest of the company?

10 Answers

Diana Smith

Hashi Senior Director of Product Marketing • July 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

3962 Views

What are the three most important metrics to measure the impact of a product marketing team?

4 Answers

Scott Ivell

Stripe Head of International Product & Solution Marketing • September 7

It does depend somewhat on where you are in your growth and how broad your portfolio is, but i think along 3 'north star' metric dimensions: * Business KPI, that PMM indirectly influence: SQLs, Win Rate - ideally PMM tracks the trend over time rather than the absolute to seperate the signal ......Read More

426 Views

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