How do growth PMMs partner with growth PMs? What are the primary duties of each and what are the handoff points?

Ideally both a PM + PMM have a shared north star metric, e.g. revenue, potentially in the form of free trial conversions; adoption/usage; upsell/cross-sell; etc. (this should be true regardless of whether they are in a traditional product area or in growth). As a few examples of where I've seen overlap/handoffs:

Shared:

• Deep understanding and detailed definition of customer journey, e.g. from first touch to 'Hello world' moment, steps to adoption of a key feature, etc.

• Metrics aligned to key steps in that journey, e.g. 'Hello world', key markers of sophisticated usage, etc.

PM:

• Understanding customer requirements and determining development plans for features/UI requirements when the metrics show a dropoff or slowdown in the customer journey

• Development strategy for features that unlock new use cases, persona, etc. with your product or platform/suite

• Development of in-product guides and use cases

PMM:

• Strategy to accelerate acquisition/adoption with GTM teams, e.g. would better discovery in post-sales onboarding help improve awareness/value of key features? Would short form demo videos of templates drive more relevant interest in the free trial experience?

• Development of assets, pricing/packaging* (definitely in partnership with PM; may also fall under a separate P&P function but PMM should be a close partner on strategy) for driving adoption/growth

• Market research on new use cases or persona that may be a fit for your product in the future to help inform PM roadmap

Growth product marketing managers (PMMs) and growth product managers (PMs) often work closely together to drive adoption and growth of the product. The primary duties of each role are different, but they are also complementary, and the handoff points between the two roles can vary depending on the specific product, market, and business context.

• The primary duties of a growth PMM are to understand the needs, challenges, and preferences of the target market, and to develop growth marketing strategies and tactics that are tailored to founded insights. Growth PMM can run experiments in the domains of positioning, messaging, content, email marketing, sales enablement, and cross-functional marketing campaign based on insights.

• The primary duties of a growth PM are to define and prioritize the product roadmap, and to ensure that the product features and capabilities are aligned with the needs and preferences of the target market and support growth. Growth PMM can run experiments in the domains of micro-features, micro-copy, CRO practices for registration flow, onboarding, product adoption flow, self-service flow, pricing pages, etc.

I think both roles can work very closely together, helping each other depending on the skillsets of growth PMM <> growth PM. I'm building our growth PMM function with deep cooperation with our PMs and it works for us :)