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Stakeholder Management

How is the Product Marketing team structured there by product line, segment, function or by objective (ie. revenue retention, product engagement, etc)?

10 Answers

Mike Polner

Discord Head of Marketing • December 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

2071 Views

What's your approach to competitive differentiation?

How does this inform your core messaging, how do you enable sales to understand what makes you different/better, how do you know if it's working with your target buyers?

13 Answers

Thomas Dong

NetSpring VP of Marketing • December 9

There are many stakeholders when it comes to competitive intelligence and aligning messaging and product strategy with competitive differentiation. I have found an effective model where PMM is the the driver, although any of the contributors could also drive. Regardless, it is a joint effort acro......Read More

811 Views

How does your company define the difference between product marketing and integrated / brand / customer marketing?

Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.

8 Answers

Kaitlin Yount

LinkedIn Senior Director of Product Marketing, Trust • August 25

On the Consumer side (where I sit) we have Brand Marketers and Product Marketers. Product Marketers need to deeply understand the value prop, positioning and user needs of the product. A big part of the PMM role is Inbound - leveraging research and insights to influence product strategy. When a P......Read More

2486 Views

With respect to mergers and acquisitions, what are the steps and priorities you take to integrate the newly acquired product into your overall product marketing strategy?

4 Answers

Alina Fu

Microsoft Head of Marketing for Viva Goals and Learning (Director) • November 30

This one is challenging because I’ve witnessed year long integrations from newly acquired products into the overall strategy, and even then, it wasn’t “fully” absorbed into the main strategy. First, I would recommend looking at the reasons why this product came under the fold. What was the visio......Read More

536 Views

How do you and the PMM team communicate updates and progress on your product launch to the rest of the org? What is the format? What do you report back on? Etc.

4 Answers

Marcus Andrews

Pendo.io Sr. Director of Product Marketing • June 25

There are a number of ways we keep everyone up to date on the progress during a launch. Luckily at HubSpot we also have project managers to help us. I’ll say it, I’m not a good project manager. It’s another level of organization that I was just not born with. These people really help during this ......Read More

1610 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?

11 Answers

Kristen Ribero

Handshake Senior Director of Corporate 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

1855 Views

What is the role of Product Marketing compared to other parts of the business in driving product adoption?

9 Answers

Robin Pam

Stripe Product Marketing Lead • August 29

In an enterprise B2B business, you’ll often be working closely with customer success and product management on driving adoption post-launch. Marketing can provide air cover in the form of email nurture programs, relevant content, regular product update communications, and internal trainings. But ......Read More

5245 Views

PMMs are typically tasked with a broad scope, balancing both strategic & tactical work and serving as the X-functional glue across multiple teams. How do you combat burnout for your team?

5 Answers

Roopal Shah

Benchling Head (VP) of Global Enablement • January 24

What a great question. One thing I do in almost all my teams is run them in agile sprints - they can be two weeks, three weeks, or monthly depending on the speed of business. As part of this, one thing I ask my teams to do (and they have the autonomy to also not do this if it's a busy time) is to......Read More

347 Views

What are some examples of different projects that Product Marketing Managers at different levels would own? For example, a PMM vs a Senior PMM vs a Director of Product Marketing?

5 Answers

Mike Flouton

Barracuda Networks VP, Product • August 8

This is going to vary widely by organization, and you'll find Jr. PMMs doing the same work in one organization that a director or even VP would in another. That said, as a general rule, the more junior PMMs typically take on more tactical work. This can take many forms, but content creation, gh......Read More

893 Views

How do you hold the product team accountable for delivering on the product roadmap?

5 Answers

April Rassa

Cohere Product Marketing • April 2

Build strong relationships with your product team. The product plan presents strategic goals and initiatives spanning a long timeframe. The release plan tracks specific phases of work that lead to the deployment of functionality or a major launch. This is usually much shorter than the product pla......Read More

808 Views