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

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 then growing these team members into strong PMM's. I'm a big believer in 'culture fit' as well and to not be swayed purely by experience or an impressive resume/LinkedIn profile. Through screens/interviews spend time on whether this person would add to the culture of the team! Once you have the right people as your foundation it's much easier to distribute responsibilities based on the key objectives of the business!

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