How big is your product marketing team and what does everyone do?

We have 9 product marketers split across two teams that collaborate closely. Broadly, my team of 5 (including me) is responsible for new product and feature GTM targeting a general audience, as well as competitive intelligence. Our peer team of 4, led by another awesome PMM Director, is responsible for persona-specific GTM and international GTM strategy.

For broader context on our product and space, SurveyMonkey offers both self-serve (Freemium) and Enterprise feedback products targeting teams and organizations of all sizes. Our product supports a ton of use cases for online forms and feedback, but we have several prioritized use cases and personas that we develop for and market to, including employee experience, customer experience, and market research. So for us, it makes sense to have both general and persona-focused GTM motions working.

Within my team, focus areas by PMM are:

• Our core features and freemium surveys product

• Enterprise product and AI features

• Online form features and third party integrations

• Competitive intelligence and product-led growth initiatives
  

Maintaining 1-2 core focus areas per PMM allows everyone to develop a solid level of domain expertise, and we have a range of skillsets and experience levels on the team that helps us stay agile, engaged, and effective.

I’ve spoken about this in more detail in another Sharebird AMA, but one of the things we’ve done a little differently than many PMM teams is bringing on dedicated competitive intelligence expertise rather than splitting this responsibility across PMMs. Centralizing CI in this way, and as a function within PMM, has paid dividends and helped us improve sales confidence and win rates, influence product roadmaps, and develop a competitive GTM strategy at the company level. It’s a function I highly recommend adding to maturing PMM teams.