Building a Product Marketing Team

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
4281 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
Suyog Deshpande
Samsara Sr. Director | Head Of Product & Partner MarketingNovember 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
5311 Views
9 Answers
Alexa Scordato
Alexa Scordato
TikTok PMOAugust 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
1545 Views
9 Answers
Alexa Scordato
Alexa Scordato
TikTok PMOAugust 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
1264 Views
13 Answers
April Rassa
April Rassa
Aventi Group Product Marketing ConsultantApril 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
1984 Views
10 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
3755 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?
12 Answers
Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate 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
2075 Views
4 Answers
Scott Ivell
Scott Ivell
Stripe Head of International Product & Solution MarketingSeptember 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
410 Views
3 Answers
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product MarketingSeptember 6
How do you define product marketing? How do you measure success? What is your superpower? What do you wish I asked that I didn't? What's a brand you think is marketed poorly. Why? What would you do to improve it? Tell me about your favorite campaign, career win, or highlight. Why does that sp......Read More
774 Views
What's the best way to split up responsibilities in a Product Marketing team within an Enterprise company?
Should PMMs be split into products, Regions, Projects, Teams, A mixture?
5 Answers
Daniel Kuperman
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM SolutionsApril 14
I've seen a bit of everything when it comes to the split of Product Marketing teams. At some companies it is done by product line, at others by industry, and some by customer segment. And I don't think there's a 'best' way to do it, honestly. It all depends on what makes sense for your company......Read More
1471 Views