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How do you build a high functioning product marketing team? How do you structure responsibilities?

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3 Answers
Building a Product Marketing Team
  1. Jeremy Wood
    Jeremy Wood

    Adobe Head of GTM Strategy, APAC & Japan • 1y

    Probably an obvious answer but for me it's always started with the talent..people people people. Poor hires have always plauged folks and its very hard to translate that into high performing teams. Spend the time defining exactly what you need and the right fit of PMM that will be able to deliver on your expectations. Sometimes you're forced to make compromises (levels, salary, backgrounds, locations etc) but try to maintain a core set of skills and capabilities that will be the foundation of th ...Read More

    3,831 Views
  2. Alissa Lydon
    Alissa Lydon

    Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 1y

    I have implemented the following structures: By product line - this lets PMMs go deep on a specific product, while going wide on PMM craft (i.e. everyone does launches, enablement, market research, etc.). I find this structure great for teams where I have more experienced PMMs. If you have a broad set of experiences in product marketing, then you have the space to go deep on a product. But where this falls down is when you have an overlap between different products. Then the swim lanes between P ...Read More

    743 Views
  3. Julien Sauvage
    Julien Sauvage

    Clari VP, Brand, Content and Product Marketing • 2y

    I follow these 5 steps:

    1. I hire the "crème de la crème" players

    2. I think through the best PMM org design

    3. I methodically stay aligned with our cross-functional partners

    4. I communicate the team’s value and impact to the C-suite

    5. I stay laser-focused on measuring success and impact, not volume and activity

    6. I plan strategically

    959 Views

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